The Off-Road Business Association (ORBA) is highlighting new market research showing how automotive consumers continue to be drawn to 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. In 2025 alone, owners spent more than $15 billion modifying their pickups for off-road, utility and recreational use, leading to an overall $52.92 billion in sales of aftermarket accessories and performance parts in 2025.
These insights are from the 2026 SEMA Market Report, compiled by the Specialty Equipment Market Association (SEMA) using 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 Gavin Knapp, SEMA’s 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.”
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 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 modifications, suspension and wheels and tires leading the way. Nearly 13 million pickups were accessorized in the U.S. last year.
Roughly one-fourth of pickup (26%) and SUV (21%) accessorizers report using their vehicle for off-road activities. More than 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 more than $7 billion on parts and accessories to improve appearance and performance, from resto-modifications that bring modern safety and comfort to vintage models to accessorizing new vehicles for specific lifestyle needs.
Even CUVs, or crossovers, have seen their accessory market expand to more than $8 billion in 2025. Utility- and recreation-focused modifications — such as wheels and tires, suspension, lighting and racks — have rapidly gained ground in this segment.
Key Off-Road Categories
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 more than $2 billion worth of oversized tires 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 integral to off-roading, overlanding and outdoor recreation. With light trucks (pickups, SUVs and CUVs) making up nearly two-thirds of the 300 million passenger vehicles on U.S. roads, the off-road accessorizing market remains strong.
Younger Consumers, Cross-Ownership
Younger consumers continue to be key drivers of the industry. More than half of accessory and performance parts buyers are under age 40, and they are more likely to engage in more complicated builds focusing on performance parts.
Cross-ownership is also significant for the off-road community. More than half of accessorizers also own some kind of sports or recreational equipment (compared with 40% of non-accessorizers), including 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 the U.S. economy.
Each day, outdoor recreation on federal lands and waters adds $351 million to the U.S. economy — the equivalent of hosting eight Super Bowls every month in economic impact. It directly contributes at least half a billion dollars annually to federal coffers through receipts, permits, entrance fees, leases and other payments.
Outdoor recreation returns $128 billion in economic activity and nearly $6 billion in federal tax revenue, while contributing to the physical and mental health of Americans. It supports 5 million American jobs, one out of five of which are dependent on federal public lands.
Motorized outdoor recreation delivers $720 billion in economic impact. The off-road segment of the automotive aftermarket also generates $12 billion in annual economic impact.
The companies that support this segment of the automotive aftermarket are largely small businesses and U.S.-made manufacturers, reflecting U.S. ingenuity and engineering. Many entered the aftermarket industry as enthusiasts and today operate as entrepreneurs, bringing ideas to market that reach consumers and generate prosperity for individuals and surrounding communities.
Off-road environments serve as demanding real-world proving grounds for automakers, offering an extreme form of evaluation often referred to as “torture testing.” The terrain of events like King of the Hammers demands durability from the vehicles and resilience from the drivers, capturing the essence of American grit and powered by engineering.
