Ever wonder why every car commercial is headed beyond the highways?

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 the culture of motorized off-road recreation, with modified pickup trucks and SUVs driving a significant segment of the automotive aftermarket that represents a culture of American grit and individual expression. Parts for pickups remain the largest catalyst for spending in the accessory-and-performance aftermarket, making up 30% of sales. Trucks are the big winner; in 2025 alone, owners spent over $15 billion modifying their pickups for off-road, utility, and recreational use. This segment was the leading contributor to an overall $52.92 billion in sales of aftermarket accessories and performance parts in 2025.

These insights are among those contained in 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,” said SEMA Director of Market Research Gavin Knapp. “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.”

A full version of the 2026 SEMA Market Report is available to media upon request.

TRENDS

Nearly half of aftermarket sales are for trucks and SUVs. Overall, the performance and accessory aftermarket continues to show strong results, as roughly one-fourth 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 entire $52.92 billion accessory and performance parts market.

Consumers spent over $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 the U.S. last year alone.

Roughly one-fourth of pickup (26%) and SUV (21%) accessorizers report using their vehicle for off-road activities.

Over 6 million SUVs were modified in 2025, led by flagship off-road models such as Jeep’s Wrangler and Ford’s Bronco. SUV owners spent over $7 billion on parts and accessories to make their vehicle look and perform better, whether resto-modifications that bring modern safety and comfort capabilities to vintage models, or accessorizing new vehicles to meet a specific lifestyle need.

Even CUVs or crossovers, the new kids on the block, have seen their accessory market expand to over $8 billion in 2025. Utility- and recreation-focused mods, such as wheels and tires, suspension, lighting, and racks have rapidly gained ground in this expanding segment.

Key off-road categories continue to show strong sales in 2025. Vehicle owners spent over $3 billion on suspension products, such as lift kits, to upgrade their 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 sales of products such as racks and carriers, towing products, and accessory lighting that are integral to off-roading, overlanding, and outdoor recreation.

With light-trucks (pickups, SUVs, CUVs) making up nearly two-thirds of the 300 million passenger vehicles on U.S roads, the off-road accessorizing market continues to look very strong.

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. Younger buyers are also more likely to engage in more complicated builds focusing on 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 equipment (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.

BACKGROUND

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, 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 half a 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, of which one out of five is dependent on federal public lands

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.

The companies that support this segment of the automotive aftermarket are overwhelmingly small businesses, American-made manufacturing, and shining examples of our nation’s ingenuity and engineering superiority.

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.

Off-road environments serve as some of the most demanding real world proving grounds for automakers, offering an extreme form of evaluation often referred to as “torture testing.” The punishing terrain of events like King of the Hammers demands extraordinary durability from the vehicles and exceptional resilience from the drivers, capturing the essence of American grit and powered by world-class engineering.

ABOUT ORBA

The Off-Road Business Association (ORBA) proactively protects recreation access and opportunities by ensuring that America’s families are not arbitrarily denied the right to responsibly recreate. 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. ORBA is a wholly owned subsidiary of the Specialty Equipment Market Association (SEMA). Join ORBA and support off-road recreation today at www.offroadbusiness.org.

ABOUT SEMA

The Specialty Equipment Market Association (SEMA) serves as a leading voice for the worldwide car culture, representing over 7,000 member companies that create, buy, sell, and use specialty-automotive parts that make vehicles more unique, attractive, convenient, safer, fun, and even like new again. Business member benefits include product development resources, market research, networking, education, legislative advocacy, and more. The Association organizes the annual SEMA Show in Las Vegas, Nev., and actively supports the career and business opportunities that the aftermarket generates. The industry contributes nearly $337 billion in economic impact to the U.S. economy, supports 1.3 million jobs nationally, and generates nearly $53 billion in parts sales annually. For more information, visit www.sema.org.

Tagged: Suspension Upgrades

SEMA Market Research: Off-Road Culture Continues to Drive Consumer Spending