2021 Truck & Off-Road Trends: The Big, The Bold, & The Burly

Bolstered by America’s obsession with burly 4x4s, the truck and off-road industry continues its upward trajectory. This market snapshot covers the most significant trends and vehicles, while also showcasing some quality aftermarket products from accessories manufacturer Westin Automotive to create the complete off-road experience.

While parts of the economy are still getting back on their feet from the curveball 2020 threw us, the Truck & Off-Road world hasn’t skipped a beat. SEMA’s May 2021 Industry Indicators Report found that large vehicles and pickups accounted for more than 40% of passenger vehicles on the road. What’s more, of all available vehicle segments, Americans spent upwards of $14 billion on pickup upgrades.

Of those vehicle owners surveyed, 74% said they wanted a gasoline/diesel powertrain for their next vehicle. That’s not to say hybrids or BEVs are off the table. However, the numbers indicate drivers still want a gas-powered engine to head off-grid and power all their extra toys.

Speaking of toys…

SEMA’s Spring 2021 State of the Industry report noted, by and large, aftermarket companies are reporting growth across a variety of segments – with performance and enthusiast products leading the charge. Intake, suspension, wheels & tires, and under the hood upgrades all showed great sales over the last 12 months. Off-road accessories performed well, too — even for retailers, who arguably saw more disruption in 2020 than manufacturers and distributors. Of the total retailers SEMA surveyed, 39% sold utility and off-road accessory products in 2021, with 27% of them reporting a noticeable uptick in sales.

“The truck and off-road industry is pretty optimistic that 2021 will be a better year compared to 2020,” says Erika Marquez, chairman of the SEMA Truck and Off-Road Alliance (TORA). “However, most of the recovery will be visible towards the end of 2021 once all businesses are open.”

Carve Your Own Road… With a Capable Rig

While the off-road segment isn’t a one-size-fits-all market, Marquez said it is clear that light trucks – namely pickups and SUVs – lead the charge in popularity and customization. Recently, powersports recreational vehicles elbowed their way into the space as well.

“Consumers would rather go spend time with their families on the trails than being with big crowds,” she said. “This is a trend that the pandemic created. Nobody knows how long it’s going to last, but our industry is benefiting in the meantime.”

Trucks generally have the necessary suspension, tires, and towing capabilities to meet the needs of off-road lifestyles, a feature which has helped drive their demand over the past year and a half. However, with 25% of the off-road market share, SUVs play a significant role in the growing segment too. SEMA’s 2021 Light Truck Snapshot report yielded some critical takeaways about off-roaders:

• 67% of Jeep Wrangler owners have their Jeep lifted, typically for off-roading purposes.
• Pickups and SUVs make up the largest shares of accessorized vehicles for off-roading, 29%, and 25%, respectively.
• 73% of surveyed Ford full-sized drivers said they used their trucks for driving off-road, while 71% of GM full-size drivers and 64% of RAM owners said they used their trucks for the activity.

Pick Your Poison

It’s probably no surprise to see Jeeps leading the customization charge, as they really are in a league of their own. Capable for off-pavement adventure straight from the factory (even more so now), the Jeep Wrangler is a veritable Mr. Potato Head of the aftermarket. Truly, it’s a challenge to find two in the wild that resemble one another.

In recent years, other capable contenders have made their mark on the off-road scene too. Marquez said when surveying TORA’s committee members, they pointed to the Toyota Tacoma as being next in line when it comes to top choices.

That choice makes sense, as two of the Taco’s six trim levels are aimed squarely at the off-road market. The TRD and TRD PRO models come loaded with adventure-ready features like Hill Start Assist Control, multi-terrain select, and a super-tuned suspension for rough conditions. Plus, these nimble little mid-size trucks have a solid reputation for being absolutely bulletproof!

Mid-size trucks in general are picking up in demand, especially among outdoor enthusiasts.

TORA members also noted the popularity (and capability) of such worthy contestants as: the new Ford Ranger, Chevy Colorado, GMC Canyon and, of course, Jeep Gladiator. Even the Honda Ridgeline, which is admittedly easy to poke fun at, can hold its own on backroad adventures. (Its recent “beefed up” redesign seems intent on proving just that point.)

Slotting even smaller but picking up in popularity are side-by-sides and UTVs like the Polaris RZR and CanAm Maverick. And thanks to robust aftermarket support, SEMA research shows about 82% of UTV owners take an interest in upgrading and accessorizing their vehicles. Top mods are generally focused on enhancing overall functionality and versatility.

On the SUV front, several classics are staying ahead of the pack, including the Jeep Grand Cherokee/Cherokee, Ford Explorer, and Toyota’s Land Cruiser and 4Runner models. Popular accessories range from fender, hood, and body upgrades to aftermarket tail/headlights and suspension.

New Trends Slowly Change an Old Pastime

Overlanding

A major trend influencing the aftermarket and, by extension, the Truck & Off-Road segment is Overlanding. While the two camps seem content to maintain a sharp divide – pitting one as a hobby and the other as a lifestyle – the crossover opportunities from a retail perspective are hard to miss.

“Overlanding, by definition, is the act of exploring remote locations via a self-reliant vehicle,” explained Mike Hallmark, TORA select committee member, Hellwig Products Company, Inc. “Most choose to take the ‘path less travelled,’ so the dirty rocky roads with tough terrain are quite common – hence, the crossover into the off-road segment.”

However, Hallmark pointed out, overlanding is changing the add-on game. Since the vehicle of choice becomes an explorer’s “everything,” – i.e., mode of transportation, house, kitchen, bathroom (sometimes), and even office – it must be properly equipped. “Traditional off-road builds require the standard lift kits, tires, lockers, and vehicle hard parts,” he said. “An Overland build requires these things and much more, such as a kitchen, chairs, tables, air compressors, a tent, sleeping bag, water tanks, a shower. The list goes on and on.”

Because overlanders expect better performance from their equipment and vehicles, “Overlanding has raised the bar and is setting new standards for off-roading,” Hallmark added.

Electric & Solar

For a pastime focused on outdoor adventure, it makes sense that sustainability would turn its attention to the Truck & Off-Road market. Solar-based mobile power solutions are picking up among off-roaders and overlanders alike, as people realize the freeing benefits of creating one’s own power on-the-go. And electric trucks are edging their way in too, noted Marquez. While they might not necessarily pack the full punch of some diesel and gas engines, the technology is gradually advancing.

From Ford’s new electric F-150 Lightning and the Rivian R1T, to other smaller manufacturers like Lordstown Motors, Marquez said the electric wave presents significant opportunity for the aftermarket. “I’m looking forward to seeing what accessories are being developed to work with these new vehicles and the innovation that is taking place in our industry!”

Integrated Lighting

On a more product-focused level, there’s also been a ramp-up in the integration of lighting into accessories, such as bull bars and grilles. Since many of these products offer LED accommodations anyway, it’s a logical step for manufacturers to begin incorporating their own lights. Customers gain a complete quality package, and often some cost savings too.

According to SEMA, lighting is the in the top accessories purchased category for most vehicles, including SUVs, CUVs, and pickups. In overlanding, specifically, it is a very popular mod with 60% of advanced overlanders making lighting modifications, with casual overlanders not far behind in the 55% range.

New Tech

Beyond lighting, items like GPS apps/devices and satellite communicators continue to advance with alarming speed. As such, wireless technology seems to be seeping its way into other gear too – namely, recovery. Products like the Superwinch Wireless Remote Control let drivers control a winch from up to 50 ft. away, whether inside the vehicle cab or from an external position for an enhanced vantage point.

Practical tools to help off-roaders get out of a jam remain a popular segment for drivers in both the off-road and overland categories. A surveyed 47% of advanced overlanders in the SEMA Light Truck Snapshot said they make winch modifications to their vehicles, with casual drivers sitting at 31%. Between the two sets of overlanders, that’s a decent market share for a simple winch and a pulley system, and manufacturers have stepped up their designs.

To ensure enthusiasts’ favorite brands have all the support they need amid the rise of complicated new technology, TORA is focusing on providing aftermarket professionals with helpful tools and education. According to Andy Morgan, Keystone Automotive Operations, subcommittee chairman, this includes “ADAS impacts, EVs, and vehicle use trends, like the rise of Overlanding & side-by-side growth.”