The Off-Road Boom Is Here — and It’s About to Reshape the Aftermarket

Walk the floor at SEMA this year and one thing becomes obvious fast: the market is shifting toward trucks and builds that actually do something. Pre-runner styling, desert-inspired setups, and functional overland rigs dominated the show, signaling a clear direction for 2025 and beyond. Mid- and long-travel suspension kits were everywhere—not just as eye candy, but as the new “standard” for what customers expect in adventure-ready builds. Overland setups with rooftop tents, racks, recovery gear, onboard air, and lighting weren’t niche accessories anymore—they were front and center. Even Rough Country, traditionally known for entry-level lift kits, showcased a well-built overland Tacoma, proving that capability and function are becoming the core message across the industry. When brands shift their dollars toward performance-based off-road upgrades instead of cosmetic bolt-ons, that’s the aftermarket signaling where the real revenue is headed.

But the cultural wave goes deeper than SEMA. Off-road is exploding digitally as well. EA WRC is dominating rally simulation, Assetto Corsa Rally is pulling more sim drivers into dirt culture, and iRacing is expanding its dirt track offerings to a massive audience that’s hungry for high-speed off-road experiences. Meanwhile, YouTube culture is returning to the kind of fun, dirt-sliding, jump-hitting content that fueled the early 2010s—think Gymkhana, First Gen Ford Raptor hype, and viral off-road builds. With Travis Pastrana reviving Ken Block’s Gymkhana legacy in a Subaru Brat, the cultural signal couldn’t be clearer: dirt, speed, and off-road capability are cool again. And historically, when culture shifts, consumers follow—first online, then in real-world spending.

Reminisce back to what originally got you into car culture and performance; was it this time of YouTube and video game culture? That is the renaissance we are talking about here. 

This matters for repair shops because the aftermarket is a $405 billion (with a B) industry as of 2024, and it’s still growing. The shops that capture even a tiny fraction of the off-road wave over the next 12–24 months could transform their revenue. Off-road customers buy differently—they’re passion-driven, less price-sensitive, and far more likely to return for repeat upgrades. Lift kits lead to wheels and tires. Wheels and tires lead to lighting. Lighting leads to bumpers, racks, recovery gear, and suspension upgrades. And every build becomes rolling marketing. A single clean built truck can create referrals, social media traction, and long-term customer loyalty that traditional repair work rarely delivers.

Most shops hesitate because they think off-road work requires special tools, fabricators, or race-team-level expertise. It doesn’t. The real barrier is knowledge and systems—how to quote jobs, manage parts lead times, source the right vendors, and build a predictable process that protects margin. With the right playbook, any repair shop can expand into off-road builds confidently and profitably, starting with bolt-on suspension, wheels, tires, and basic accessory installs. The opportunity isn’t theoretical—it’s here, it’s growing, and brands across the industry are banking on it.

If you’re ready to tap into the fastest-growing segment of the aftermarket, now is the time. The cultural wave has started, the consumer demand is building, and the industry momentum is undeniable. Shops that move early will own their market. Shops that wait will be playing catch-up.

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The off-road era is here. The only question is whether your shop will ride the wave—or watch it pass by.