The Trails Are Calling
Reports: Off-road culture continues to drive consumer spending.
When it comes to aftermarket spending and support, all trails apparently lead to success these days.
The Off-Road Business Association (ORBA) is highlighting new market research that shows how automotive consumers continue to be drawn to the aspirational vibes of motorized off-road recreation, with modified pickups and SUVs driving a significant segment of the automotive aftermarket.
The trend, officials say, represents a culture of American grit and individual expression embodied in adventure.
Parts for pickups remain the largest catalyst for spending in the aftermarket accessories and performance categories, making up 30% of sales. In 2025 alone, truck owners spent more than $15 billion modifying their vehicles for off-road, utility and recreational use, according to the research, making it the leading contributor to an overall $52.92 billion in sales of aftermarket accessories and performance parts last year.
The insights come from the 2026 SEMA Market Report, which was compiled by the Specialty Equipment Market Association (SEMA) utilizing a variety of data sources, including interviews with industry sources, consumer surveys, secondary data sources and government statistics. ORBA is a wholly owned subsidiary of SEMA.
“You can’t watch TV for a meaningful period of time without seeing an ad where automakers showcase their vehicles ripping through an off-road environment, and that continues to be reflected in how consumers are spending to modify their vehicles for recreational use on public lands and beyond highway driving,” says Gavin Knapp, SEMA director of market research. “The off-road ethos has a huge impact on the specialty equipment market, as people love the look and capabilities that off-road upgrades can bring to their vehicles.”
Off-roading represents a culture of American grit and individual expression—much like this one-of-a-kind 1968 Ford Bronco custom restomod from restoration specialist ICON 4x4. (Photos courtesy ICON 4x4)
A PICKUP’S WORTH OF POTENTIAL
The report identified three important market trends that spotlight the strength of the off-road industry:
1 NEARLY HALF OF AFTERMARKET SALES ARE FOR TRUCKS AND SUVS.
Overall, the performance and accessory aftermarket continues to show strong results, as roughly one-quarter of drivers purchased products within the industry to personalize their vehicles last year. In 2025, pickup and SUV modifications—the two biggest segments for off-road parts—made up 43% of the $52.92 billion accessory and performance parts market.
Consumers spent more than $15 billion last year upgrading their pickups, with body mods, suspension, and wheels and tires leading the way.
Nearly 13 million pickups were accessorized in 2025 in the U.S. alone.
Meanwhile, roughly one-fourth of pickup (26%) and SUV (21%) accessorizers report using their vehicles for off-road activities.
More than 6 million SUVs were modified in 2025, led by flagship off-road models such as the Jeep Wrangler and Ford Bronco. SUV owners spent over $7 billion on parts and accessories to make their vehicles look and perform better, ranging from resto-modifications that bring modern safety and comfort capabilities to vintage models, to accessorizing new vehicles to meet a specific lifestyle desire.
Also, CUVs and crossovers saw their accessory market expand to more than $8 billion in 2025. Utility- and recreation-focused mods including wheels and tires, suspension, lighting and racks all rapidly gained ground in the expanding segment.
2 KEY OFF-ROAD CATEGORIES CONTINUE TO SHOW STRONG SALES IN 2025.
Vehicle owners spent more than $3 billion on suspension products such as lift kits to upgrade ride and handling, largely for pickups and SUVs. Off-road tires continue to be strong sellers, as pickup and SUV owners bought over $2 billion worth of oversized rubber to improve clearance. Pickups, SUVs and CUVs also lead the way in sales of products such as racks and carriers, towing products and accessory lighting that are all integral to off-roading, overlanding and outdoor recreation.
With light-duty pickups, SUVs and CUVs making up nearly two-thirds of the 300 million passenger vehicles on U.S roads, the off-road accessorizing market continues to show its strength.
In 2025, pickup and SUV modifications—the two biggest segments for off-road parts—made up 43% of the $52.92 billion accessory and performance parts market. (Photo by Jef White)
3 Younger consumers continue to be key drivers of the industry.
More than half of accessory and performance parts buyers are under the age of 40 years old, according to the report, and younger buyers are also more likely to engage in complicated builds focusing on hardcore performance parts.
Cross-ownership is also a significant factor for the off-road community. Over half of accessorizers also own some kind of sports or recreational vehicle (compared with 40% of non-accessorizers). This includes motorcycles, side-by-sides and dune buggies, further enhancing their connections to the off-road and outdoor lifestyle.
A MARKET WORTH INVESTIGATING
The 4x4/overlanding market is an opportunity worth investigating for restyling and performance shops. Motorized off-road recreation is more than an in-demand image; the industry has significant financial clout.
Outdoor recreation on federal public lands and waters fuels America’s economy. Each day, research shows outdoor recreation on federal lands and waters:
• Adds $351 million to the U.S. economy—the equivalent to hosting eight Super Bowls every month in economic impact
• Directly contributes at least a half-billion dollars annually to federal coffers through receipts, permits, entrance fees, leases and other payments
• Returns $128 billion in economic activity and nearly $6 billion in federal tax revenue while making significant contributions to the physical and mental health of Americans
• Supports 5 million American jobs—one-in-five of which is dependent on federal public lands
Findings show that motorized outdoor recreation delivers $720 billion in economic impact. The off-road segment of the automotive aftermarket is similarly impressive, generating $12 billion in annual economic impact.
Meanwhile, the companies that support this segment of the automotive aftermarket are overwhelmingly small businesses, often employing U.S. manufacturing.
“Many entered the aftermarket industry as enthusiasts and today lead the charge as entrepreneurs and examples of the American dream, where a great idea brought to market can reach consumers and generate prosperity for individuals and surrounding communities,” the report summary notes.
A wholly owned subsidiary of SEMA, ORBA provides leadership in addressing land use issues by advancing policies that conserve the environment while at the same time providing off-road recreation opportunities.
Motorized off-road recreation is more than an in-demand image – the industry has significant financial clout. (Photos by Jef White)
OFF-ROAD INTEREST RISING ACROSS US
The latest Hankook Gauge Index finds 64% of U.S. drivers are interested in all-terrain or off-road driving adventures. (Photos by Jef White)
This summer found Americans eager to get off the pavement and into the wilderness. The latest Hankook Gauge Index finds that nearly two-thirds (64%) of U.S. drivers are interested in taking an all-terrain or off-road driving trip—almost double the number who expressed interest last year (34%).
Younger drivers show the highest enthusiasm for adventure driving, with nearly three-quarters of Gen Z (74%) and millennials (72%) saying they are interested in an off-road excursion. Interest is less robust among older generations; however, more than half of Gen X drivers (57%) say they would enjoy an off-road adventure drive, and 4-in-10 (42%) baby boomers are looking for the thrill of off-roading.
Wooded Trails Win the All-Terrain Domain
An all-terrain excursion could mean driving through wooded trails, tackling sand or desert terrain, climbing rocky landscapes or powering through wet and muddy conditions. Nearly half (45%) of those surveyed prefer wooded trails by a wide margin, followed by desert driving at 17%.
More experienced drivers show a stronger preference for forested routes, with Gen X (50%) and boomers (49%) more likely to choose wooded trails than Gen Z (39%) or millennials (43%). At the same time, younger drivers are more interested in a different landscape, with Gen Z (20%) and millennials (21%) more likely than older generations to opt for a desert environment.
Off-Roaders Prefer SUVs & ICE Power
When asked what their ideal vehicle would be for an off-road trip, more than half (52%) of drivers say they would take an SUV, versus 36% who would opt for a pickup truck.
Meanwhile, across vehicle types including SUVs, pickups and sedans, drivers show a clear preference for gas-powered vehicles for off-road use. Nearly 8-in-10 (79%) of those who would choose an SUV prefer a gas-powered one. That jumps to nearly 9-in-10 (87%) for pickup devotees. And 7-in-10 (69%) of those opting for a sedan prefer gas versus electric vehicles.
Off-Road Interest Accelerates Across Generations
The Index shows that interest in off-road adventures is strong among drivers of all ages, especially younger generations. As more drivers explore wooded trails, desert roads and other all-terrain environments, they consistently identify vehicle choice, powertrain and tire performance, particularly traction across varying surfaces, as essential to their off-road experience.
The Hankook Gauge Index is a survey of Americans’ attitudes and opinions about driving, fielded since 2014. The latest survey was conducted June 5-8, polling 1,000 randomly selected American drivers aged 18 and older.
