Pickup trucks, SUVs, and off-road lifestyles remain major drivers of consumer spending, with more than $52.9 billion spent on aftermarket accessories and performance parts in 2025.
The off-road lifestyle isn’t just influencing where people drive—it’s shaping what they buy. According to new market research highlighted by the Off-Road Business Association (ORBA), America’s passion for off-road recreation continues to drive billions of dollars in vehicle modifications, making pickups, SUVs, and adventure-focused vehicles the dominant force in the automotive aftermarket.
Drawing from the 2026 SEMA Market Report, the research shows consumers spent $52.92 billion on aftermarket accessories and performance parts during 2025, with pickups accounting for the single largest share of that market.
Pickup Trucks Continue to Lead the Market
Truck owners alone spent more than $15 billion upgrading their pickups for off-road capability, utility, and recreation during 2025. That represents roughly 30% of all aftermarket accessory and performance sales, making pickups the largest individual segment in the industry.
Nearly 13 million pickups received aftermarket modifications last year, with the most popular upgrades including:
- Suspension systems and lift kits
- Wheels and off-road tires
- Body modifications
- Utility accessories
According to the report, approximately 26% of pickup owners who accessorize their vehicles also use them for off-road recreation.
“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 Gavin Knapp, SEMA’s Director of Market Research.
He added that consumers continue to embrace both the appearance and capability that off-road upgrades bring to their vehicles.
SUVs and Crossovers Continue Their Growth
SUVs remain another major contributor to the aftermarket.
More than 6 million SUVs were modified during 2025, generating over $7 billion in aftermarket spending. Popular models such as the Jeep Wrangler and Ford Bronco continue to anchor the segment, with owners investing in everything from restoration projects to performance upgrades and overlanding accessories.
Approximately 21% of SUV owners who modify their vehicles report using them for off-road activities.
Even crossover utility vehicles (CUVs) are becoming increasingly popular platforms for outdoor recreation. The report estimates the CUV accessory market surpassed $8 billion in 2025, driven by demand for:
- Larger wheels and all-terrain tires
- Suspension upgrades
- Auxiliary lighting
- Roof racks and cargo systems
The trend reflects how more consumers are adapting everyday vehicles for camping, trail access, and outdoor adventures.
Suspension, Tires, and Overlanding Products Remain Strong
Several traditional off-road product categories continue to experience robust demand.
According to the report:
- Consumers spent more than $3 billion on suspension products, including lift kits.
- More than $2 billion was spent on off-road tires.
- Strong sales also continued for racks, carriers, towing equipment, and auxiliary lighting.
These categories are increasingly associated not only with traditional off-roading but also with the continued growth of overlanding and outdoor recreation.
Younger Enthusiasts Continue to Shape the Industry
One of the more notable findings in the report is the growing influence of younger enthusiasts.
More than half of all accessory and performance parts buyers are under the age of 40, and these consumers are more likely to tackle complex vehicle builds focused on improving performance and capability.
The report also highlights significant overlap between vehicle enthusiasts and powersports owners.
More than half of vehicle accessorizers also own recreational equipment such as:
- Side-by-sides
- Motorcycles
- Dune buggies
That crossover reinforces the strong connection between the automotive aftermarket and the broader off-road recreation community.
Why This Matters to the UTV Industry
While the report focuses primarily on pickups and SUVs, many of the trends mirror what the UTV industry has experienced over the past decade.
Products such as suspension systems, larger tires, LED lighting, recovery gear, storage solutions, roof racks, communications equipment, and overlanding accessories often evolve across multiple segments before finding their way into side-by-side applications.
As more consumers embrace outdoor recreation, manufacturers continue to develop products that serve both truck owners and UTV enthusiasts, further blurring the lines between the automotive aftermarket and the powersports industry.
For companies exhibiting at events like the SEMA Show, this crossover represents a significant opportunity to introduce new products that appeal to enthusiasts across multiple vehicle categories.
Outdoor Recreation Continues to Deliver Massive Economic Impact
ORBA also points to the broader economic importance of outdoor recreation on America’s public lands.
According to the organization, outdoor recreation on federal lands and waters:
- Generates approximately $128 billion in annual economic activity.
- Supports roughly 5 million American jobs.
- Contributes nearly $6 billion in federal tax revenue.
- Returns at least $500 million annually through permits, entrance fees, leases, and other federal receipts.
ORBA estimates motorized outdoor recreation alone contributes approximately $720 billion in overall economic impact, while the off-road segment of the automotive aftermarket generates roughly $12 billion annually.
The organization says many businesses serving this market are small American manufacturers founded by enthusiasts who transformed their passion into successful companies.
Final Thoughts
The latest SEMA market research reinforces something many in the off-road industry have recognized for years: off-road capability has become part of mainstream automotive culture.
From factory commercials featuring rugged backcountry adventures to consumers investing billions in suspension systems, tires, lighting, and utility accessories, the appeal of exploration continues to influence purchasing decisions across nearly every vehicle segment.
For the UTV industry, these trends are encouraging. As more consumers embrace outdoor recreation and adventure travel, demand for products that enhance capability, durability, and self-sufficiency is likely to remain strong for years to come.
