Think BIG, Like Three-Row SUV Big…

Do you hear that? It sounds like the last shuddering rasp of King Minivan as he finally—after a decades-long reign of sticky cup holders and screaming children—surrenders the throne to the more attractive and popular Prince SUV. For far too many years, the minivan has held a dark and strange power over the Land of Tired Parents, providing a vehicle of fun-sucking resignation disguised by practicality and easy interior access.

Many saw a glimmer of hope in the late 90’s and early 2000’s with the advent of sexy and stylish family-accommodating SUVs like the Chevy Tahoe, Ford Explorer, and Dodge Durango. However, skyrocketing fuel prices and an economic meltdown quickly dashed those dreams. By 2008, SUV sales were floundering. Many drivers found themselves opting for the gas-pump friendlier, but significantly smaller crossovers, trying to extend the life of the wheels they already had, or begrudgingly reconsidering the minivan. Thankfully, gas prices slowly ebbed to a more affordable range. And as automakers vastly improved fuel economy standards, the three-row SUV made a triumphant and better-than-ever return.

Never Quite Out of Style

Manufacturers realized that even when hybrid and crossover sales rose, a profitable market remained for large utility vehicles on the used car lots. A Chevy Volt might be great for the 35-mile work commute five days a week, but what about weekend excursions that require ample cargo space and some towing ability? Many buyers remained loyal to the full-size SUV out of necessity. But automakers knew that if the model was ever to make a forceful return to the market, they needed consumers to think less about what they needed and more about what they wanted. This meant taking an already-desirable commodity and making it not only irresistible, but economical as well. What good is all that capability and added luxury if you can’t justify the purchase where it counts—the wallet?

As many used gas guzzlers became part-time extracurricular vehicles, OE’s set out to return the three-row SUV to its role as a daily driver. That meant highlighting its already attractive qualities like ample seating and cargo space, higher ground clearance, reasonable towing capability, crash safety ratings, and even a little skip in its step when foot and pedal connect. It also meant making serious improvements to its drawbacks—namely fuel economy, ride quality, and access to that pesky third row seat. Throw in built-in WiFi, uber-luxurious interiors, competitive leasing programs, and aftermarket-friendly platforms for brands like Romik, Westin, and FX Products to have a field day, and an entire segment has been reborn.

New and Improved

Sales data shows that SUVs and CUVs, as well as their accompanying aftermarket accessories, rank high on growth charts. And what’s more, they seem set to continue rising. In fact, Motor Trend reports that automakers will add over 30 nameplates to the segment over the next four years alone. Many of those new models will be luxury badge crossovers, but several mid-size and carrier class three-row SUVs have also made the list.

Updates have already been made or are scheduled for the Toyota Highlander and Highlander Hybrid, Kia Sorento, Chevy Tahoe, Dodge Durango, Buick Enclave, Ford Explorer and Expedition, Toyota Sequoia, and Chevy Suburban. All models that are ideal for exterior accessories like bull bars and steps. Extensive redesigns have been made or are planned for the Chevy Traverse, GMC Acadia, Nissan Armada and Pathfinder models, Mitsubishi Outlander, Audi Q7, Acura MDX, and Mazda CX-9. And entirely new model SUVs like the Volkswagen Atlas and fan-favorite returns like the Jeep® Wagoneer and Grand Wagoneer ensure that this segment is going to swell with variety over the next few years, regardless of gas prices.

The new Atlas, for example, seats seven passengers, has four different AWD modes with surprisingly nimble handling, 5,000 pounds of towing capacity, and loads of tech and safety features. Throw in a semi-respectable combined 24 mpg fuel rating, forward-folding second-row seats (even with car seats installed!), seventeen cup holders (take THAT, minivan), and a bumper to bumper six-year/72,000 mile warranty. All that for a spit in the bucket more than the top-selling minivans on the market.

Opportunity Knocks

So, is this just a trend resulting from low gas prices and a steadying economy? Maybe. There definitely seems to be a growing concern for fuel conservation and an enduring repetition of the “less is more” philosophy. And this could hurt the long-term plans of the three-row SUV. But as the Toyota Highlander Hybrid shows us, these vehicles are capable of being adapted to a more Earth-friendly lifestyle. All while still providing the space and power of a traditional utility vehicle. And frankly, Americans have long shown a stronger allegiance to the “bigger is better” and “whoever dies with the most stuff wins” philosophies, so all the more power to the three-row SUV!

As fuel efficiency continues to improve, and aging millennials persist in shunning the minivan, we’re optimistic that the three-row SUV will stick around for a while. And with production increasing, so does aftermarket opportunity. SUVs are expressly suited for multitasking. As industry professionals showcase those capabilities, customers will keep returning—even as their lifestyle needs change.