WASHINGTON, DC (08.21.26) – The Off-Road Business Association (ORBA) is highlighting new market research that shows how automotive consumers continue to be drawn to the aspirational vibes of 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. Trucks are the big winner; in 2025 alone, owners spent over $15 billion modifying their pickups for off-road, utility, and recreational use. This segment was the leading contributor to an overall $52.92 billion in sales of aftermarket accessories and performance parts in 2025.

These insights are among those contained in the 2026 SEMA Market Report, which was compiled by the Specialty Equipment Market Association (SEMA) utilizing a variety of data sources, including 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 SEMA Director of Market Research Gavin Knapp. “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.”

• A full version of the 2026 SEMA Market Report is available to media upon request.

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 within the industry 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 entire $52.92 billion accessory and performance parts market.

Consumers spent over $15 billion last year upgrading their pickups, with body mods, suspension, and wheels and tires leading the way. Nearly 13 million pickups were accessorized in the U.S. last year alone.

Roughly one-fourth of pickup (26%) and SUV (21%) accessorizers report using their vehicle for off-road activities.

Over 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 over $7 billion on parts and accessories to make their vehicle look and perform better, whether resto-modifications that bring modern safety and comfort capabilities to vintage models, or accessorizing new vehicles to meet a specific lifestyle need.

Even CUVs or crossovers, the new kids on the block, have seen their accessory market expand to over $8 billion in 2025. Utility- and recreation-focused mods, such as wheels and tires, suspension, lighting, and racks have rapidly gained ground in this expanding segment.

Key off-road categories continue to show strong sales in 2025. Vehicle owners spent over $3 billion on suspension products, such as lift kits, to upgrade their ride and handling, largely for pickups and SUVs. Off-road tires continue to be strong sellers, as pickup and SUV owners bought over $2 billion worth of oversized rubber to improve clearance. Pickups, SUVs, and CUVs also lead the way 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, CUVs) making up nearly two-thirds of the 300 million passenger vehicles on U.S roads, the off-road accessorizing market continues to look very strong.

Younger consumers continue to be key drivers of the industry. More than half of accessory and performance parts buyers are under the age of 40 years old. Younger buyers are also more likely to engage in more complicated builds focusing on performance parts.

Cross-ownership is also a significant factor for the off-road community. Over half of accessorizers also own some kind of sports or recreational equipment (compared with 40% of non-accessorizers). This includes 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 America’s economy.

Each day, outdoor recreation on federal lands and waters:

• Adds $351 million to the U.S. economy – the equivalent to hosting eight Super Bowls every month in economic impact
• Directly contributes at least half a billion dollars annually to federal coffers, through receipts, permits, entrance fees, leases, and other payments
• Returns $128 billion in economic activity and nearly $6 billion in federal tax revenue, while making significant contributions to the physical and mental health of Americans
• Supports 5 million American jobs, of which one out of five is dependent on federal public lands

Motorized outdoor recreation delivers $720 billion in economic impact. The off-road segment of the automotive aftermarket is similarly impressive, generating $12 billion in annual economic impact.

The companies that support this segment of the automotive aftermarket are overwhelmingly small businesses, American-made manufacturing, and shining examples of our nation’s ingenuity and engineering superiority.

Many entered the aftermarket industry as enthusiasts and today lead the charge as entrepreneurs and examples of the American dream, where a great idea brought to market can reach consumers and generate prosperity for individuals and surrounding communities.

Off-road environments serve as some of the most demanding real world proving grounds for automakers, offering an extreme form of evaluation often referred to as “torture testing.” The punishing terrain of events like King of the Hammers demands extraordinary durability from the vehicles and exceptional resilience from the drivers, capturing the essence of American grit and powered by world-class engineering.

Join ORBA and support off-road recreation today at www.offroadbusiness.org. For more information, visit www.sema.org.

Four Connect Audio products displayed during the training session.

ELON, NC (08.20.26) – HKI has scheduled a number of DSP and Sales trainings in August. The first one took place Tuesday evening August 18th. Nick Wingate made the engaging presentation. Tommy Spears HKI National Sales Manager and Boomer Robinson-Ambassador Marketing were in the house connecting with attendees. The event took place at the Tactical Laser Tag & Virtual Reality Arcade. The unique facility was a perfect set up for the training.

The event kicked off at 4 o’clock with a meet and greet with fun activities. The Sales and DSP training with 21 in attendance ran from 5 till 8 PM with delicious catered barbecue and banana pudding from Smithfields.

Dino Williams, with Dino’s Audio Video-Greensboro NC, related to the 12volt Central Studios, “Nick‘s presentation was terrific. Our store staff of 4 was in attendance and all really got a lot out of the presentation. If this training was DSP101 we can’t wait to get to the DSP102 training” Dino related.

“Our dealers have requested these in-person trainings. They asked and we are delivering. The training sessions are also an
opportunity for us at HKI to get a sense of what’s happening at the retail level which is very important. It’s a real win/win”
Spears related.

Robinson, the HKI representative in the territory, orchestrated the event. “A dealer came from 5 hours away, one from 4 hours away and a couple from 3 hours away. We were very pleased with how everyone in the audience was engaged and look forward to setting the dates for additional HKI DSP and Sales trainings in the near future” Boomer relayed.

For more see GroundZeroUSA.com.

STURGIS, SD (08.19.26) – The KICKER Team rolled out of Stillwater OK on Monday August 3rd with the XRV, a large trailer being towed for the 850 mile trip to Sturgis SD for the Sturgis Rally 2026. Following a very successful Sturgis Rally 2026 the team rolled back into KICKER HQ on Sunday, August 16th.

KICKER returned this year on a much larger scale and was set up on the iconic Samson‘s Corner at a main entrance to the Sturgis Rally area. To maximize time spent in Sturgis the 6 member TRIIX Customs Team was on site during the event helping with sales and doing on-site installations.

Lorin Morrell, KICKER Events, was on site and provided great input with activities from the rally for the 12volt Central Studios. Morrell related “The energy from the biker crowd, reported to be nearly 500,000, was terrific. Every day there was a strong attendance in the KICKER booth with people checking out the demos and also spending time with demos inside of the KICKER XRV. KICKER was also the sponsor of two American Flat Track racing events located at the Caterpillar Jackpine Gypsies Super TT. All are looking forward to The Sturgis Rally 2027.”

The TRIIX Customs Team travelled 555 miles from Grand Forks ND to work with KICKER. Owner Chris St. Aubin related “We
had never attended Sturgis as a shop installing in the past. KICKER was doing demos all week in the XRV BoomRoom. We
even had a few of Sturgis’s finest Police take part in the fun we had in that room. We’ve done a couple handfuls of the new
KICKER Harley Kits and they work amazing and are priced perfectly and perform up to KICKER’s reputation. We were very
busy doing installs every day.”

TRIIX Custom team members on site included Phil Hanson, Troy Conner, Marcus McCoy, Payton Rhoads, JT “Miles” Pfaff
and Chris St. Aubin.

Concluding “We are excited for next year’s event and working with KICKER at future Rallies, including Sturgis and several
others” St. Aubin stated.

The Sturgis Rally 2026 was a very successful event focused on the biker community that will drive biker business across the
12volt industry.

For more see kicker.com and triixcustoms.com.

INDIANAPOLIS, IN (08.17.26) – The dB Drag Racing Association is excited to welcome KICKER as a Premier Sponsor of the 29th Annual dB Drag Racing Finals, taking place October 3–4, 2026.

As we continue announcing the incredible companies supporting this year’s Finals, we’re excited to welcome another iconic brand with a long history in car audio and a reputation for LIVIN’ LOUD.

The 2026 Finals will bring together competitors from across North America as they compete for Championship Trophies, Championship Rings, Points Championships, and ultimate bragging rights. Competition will feature several formats, including dB Drag Racing, Bass Race, Top Dog, Freestyle, and Psychlone.

KICKER’s support will be felt throughout championship weekend, sponsoring several key parts of the competitor experience, including:

• Swag Bags
• Competitor Plaques
• Points Champion Awards
• Official Event Shirt
• Deathmatch Award

These are the awards, recognition, and Finals experiences that represent an entire season of hard work in the lanes. KICKER’s Premier Sponsorship helps support those moments and the competitors who have worked all season to earn their place at the Finals.

“Finals weekend is where an entire season of hard work comes together, and KICKER is proud to support the competitors who have earned their place to be there. We’re excited to be part of the 2026 dB Drag Racing Finals and another unforgettable weekend of LIVIN’ LOUD.” said Ron Burnett, Director of Marketing Communications at KICKER.

Known worldwide for high-performance audio, KICKER has built a reputation around powerful sound, innovation, and a commitment to the car audio community. Their continued support of dB Drag Racing reinforces their connection to the competitors who continue to push the limits in the lanes.

There’s even more happening in Indianapolis.

The 2026 dB Drag Racing Finals will be co-located with IASCA and ISPLL, bringing multiple areas of the car audio competition world together under one roof for an exciting championship weekend.

We appreciate KICKER’s partnership and commitment to our competitors and the sport.

Stay tuned as we continue unveiling the outstanding sponsors helping make the 2026 dB Drag Racing Finals the loudest weekend of the year!

October 3–4, 2026
Indianapolis, Indiana & Spruce Grove, Alberta

Visit termpro.com for more.

OXNARD, CA (08.14.26) – After a great start to the Demo Days Showoff 2026 season in Los Angeles, Modus is headed to The Bay Area for the second event of the season, held August 22-23 at Alameda Point as the official audio sponsor for Demo Days Showoff 2026 season.

“Our award-winning 2025 season set a high bar, and 2026 is already off to an even better start,” said Joz Wang, Vice President of Marketing for Modus. “The crowd at our Los Angeles event was amazed by what our PREACT™ technology makes possible. It’s delivering a level of high-end, high-power audio that people haven’t heard in an EV before.”

During the seven Demo Days stops throughout 2026, Modus will exhibit its Cybertruck build alongside key representatives and dealers and will make it easy for attendees to learn how and where to purchase a system.

Modus’ PREACT™ (Power Responsive Energy Amplification Current Technology) is designed for modern vehicle electrical architectures. It operates across a wide 9–58V range and enables high-power audio integration without forcing traditional workarounds. EVs offer something combustion engines never could: quiet cabins paired with abundant electrical power, creating an ideal platform for truly immersive, audiophile-grade sound.

The Modus Cybertruck installation achieves several industry firsts, showcasing Modus’ patented PREACT™ current-averaging technology operating directly on Tesla’s 48V DC electrical system. The system is capable of delivering 6,000 watts (RMS) of audio power without requiring voltage inverters or additional batteries, an industry first for EV audio. This was made possible through Modus’ patented PREACT technology in the new Mezzo amplifier line, which operates with unprecedented power efficiency at higher voltages.

For more on the Modus Cybertruck build, view this video:

For more information about Modus products and partnership opportunities, request more information on the web at www.modusglobal.com .

SHREVEPORT, LA (08.13.26) – In today’s AI driven and social media world it is more important than ever for members of the 12volt industry to connect with industry members and consumers. These activities are more important than ever to drive in-vehicle automotive upgrades awareness and business for brick and mortar retailers. Consumers can’t feel the bass in their chest or appreciate the separation of mid range and highs on a smartphone or laptop. The in-store experience is more important than ever!

Sean Davis put the Mid-State Distributing Marketing Ball in place showcasing a XK Glow motorcycle lighting kit.

In-person trade and distributor shows are terrific to connect and show new products in one-on-one settings. Trade show and distributor show attendance over the last years has diminished. The KnowledgeFest Detroit was recently rescheduled. The 12volt Central Studios can put a company in their own customized booth using the 12voltSTP and deliver the message to the 12volt industry with The 12volt Central Studios Marketing Ball. Industry members must realize marketing in a 24/7 journey.

Please email mike@12voltnews.com for more details to get your company’s Marketing Ball in play!

INDIANAPOLIS, IN (08.11.26) – The dB Drag Racing Association is proud to welcome back Deaf Bonce by Alphard Group as the Presenting Sponsor of the 2026 dB Drag Racing Finals, taking place October 3–4, 2026.

As we begin announcing the companies supporting this year’s Finals, we’re excited to start with a partner that has helped shape the sport for years.

After a full season of competition, the world’s loudest competitors will hit the lanes for the final event of the year, competing for Championship Trophies, Championship Rings, and ultimate bragging rights. The 2026 Finals will feature several formats of competition, including dB Drag Racing, Bass Race, Top Dog, Freestyle, and Psychlone.

It’s fitting that Deaf Bonce will once again be there to support the competitors when it all comes down to this final weekend. With a worldwide reputation for producing competition-proven subwoofers, amplifiers, and speakers built for serious performance, Deaf Bonce has become a familiar name in high-level car audio competition. Their continued investment in the car audio community and unwavering support of dB Drag Racing has made them an integral part of the Finals experience.

Vladimir Mukhin of Deaf Bonce shared:

“We’re proud to return as the Presenting Sponsor of the 2026 dB Drag Racing Finals. Every season leads to this moment, where the best competitors come together to push the limits of performance. We’re excited to support the competitors and be part of another unforgettable Finals weekend.”

We appreciate Deaf Bonce’s continued partnership and commitment to our competitors, promoters, and the entire car audio community.

And there’s even more happening in Indianapolis.

The 2026 dB Drag Racing Finals will be co-located with IASCA and ISPLL in Indianapolis, bringing multiple organizations of car audio competition together under one roof for an exciting weekend of competition.

The dB Drag Finals will feature concurrent competition locations in Indianapolis, Indiana, and Spruce Grove, Alberta. Competitors at both locations will compete against one another through the Term-LAB measurement system, allowing competitors in different locations to participate in the same Finals competition and compete for the same Championship titles and awards.

Stay tuned as we continue unveiling the outstanding sponsors and partners helping make the 2026 dB Drag Racing Finals the loudest weekend of the year.

October 3–4, 2026
Indianapolis, Indiana & Spruce Grove, Alberta

FT. MYERS, FL (08.10.26) – GENEVO America is thrilled to announce the addition of industry veteran David McKee as Director of Sales. Mr. McKee joins GENEVO with deep industry experience, having served as a Regional Sales Manager for K40 for eight years, prior to joining the company. In his new role, McKee will help lead the next phase of GENEVO America’s growth, building out the dealer network and expanding the brand’s footprint across the North American 12-volt market. 

“One of the advantages I see at GENEVO is that everything is done in house,” says McKee. “The technology, the engineering and the install technicians are all in the same building, so getting products to market, receiving feedback and providing updates is an incredibly efficient process. It was one of the most impressive aspects of the company that led me to sign on.” 

The high-end radar and laser detection brand was founded in the Czech Republic in 2011 and with its overseas success arrived in the North American markets early this year. GENEVO features the MAX portable detector, the PRO II and PRO II DUO installed radar detectors, and the LP laser defense system. The MAX and PRO II series both come with a bevy of features, including a GPS database of stationary speed and red-light cameras. This free database is updated monthly. 

McKee was impressed with GENEVO’s commitment to keep their customers informed and protected. “In a subscription-heavy world, our database will be free for life. I also like the exceptional level of support GENEVO offers. There are people available that support both the dealer and the end user. Its done right.” 

Ray Woolf, CEO of GENEVO America, praised McKee’s deep industry experience and track record of driving both technical and financial account performance. Partnering with McKee reflects Woolf’s collaborative dealer-first, mindset. “Now we can start talking about programs and numbers,” Woolf noted, “and be a little more out-of-the-box where it makes sense.” 

“I know the extensive training that he went through to perfect his craft and his art. It was a very clear decision for me to bring him on,” explained Woolf. “He thoroughly supports the vision of the brand. We are a 12-volt-first company, and that mindset shows up in everything from how we engineer our products to how we support our dealers. With David helping lead our growth, we think that approach will move the entire industry forward.” 

For more, visit www.genevo.com/us.

Attendees Will Be the First to Experience Exclusive Dodge Audio Concepts Designed to Celebrate a Shared Legacy

Pontiac, Mich. (Aug. 8, 2026) — Alps Alpine of North America, Inc. (“Alpine”) will return to Roadkill Nights Powered by Dodge this August with an exclusive showcase that celebrates decades of performance heritage and offers enthusiasts a glimpse into what could come next.

Long before premium factory audio became commonplace in American performance vehicles, Alpine and Dodge shared a vision for delivering an unforgettable driving experience. Beginning in the mid-1990s, Alpine supplied factory audio systems for the legendary Dodge Viper, helping define the soundtrack of one of America’s most iconic performance cars. That relationship would grow over the years, with Alpine engineering premium audio systems found in numerous Dodge, Chrysler, Jeep, and Ram vehicles.

Now, that legacy takes center stage once again.

Visitors to the Alpine display at Roadkill Nights will be the first anywhere to experience an exclusive preview of two early audio concepts created specifically with today’s Dodge enthusiast in mind. These concepts explore new possibilities for performance audio integration while celebrating the passion, power, and personality that define the Dodge brand.

Alpine isn’t announcing a new product.

Not yet.

Instead, attendees will receive an exclusive first look—and more importantly, a first listen—to ideas currently being explored by Alpine’s engineering team. These concepts represent Alpine’s ongoing commitment to pushing premium in-vehicle audio forward while honoring the performance heritage shared with Dodge enthusiasts.

“Roadkill Nights is where passionate enthusiasts come together to celebrate American performance,” said Mike Henhard, Senior Vice President of Mobility Sales and Engineering at Alps Alpine North America, Inc. “There couldn’t be a better place to share what’s inspiring our engineers and to hear directly from the people who live and breathe these vehicles.”

Because these are early concepts, they will only be showcased during Roadkill Nights. The event will mark the public debut, giving attendees an opportunity to experience them before anyone else.

Whether you’re a lifelong Viper fan, a modern Charger or Durango owner, or simply appreciate the evolution of American performance, the Alpine booth will offer something you won’t find anywhere else.

Experience It First.

Join Alpine at Roadkill Nights Powered by Dodge at M1 Concourse in Pontiac, Michigan, where performance, horsepower, and premium sound come together for one unforgettable weekend.

Because some stories deserve to be heard before they’re told

Boomer Robinson-Premium Brand Marketing, Ryan Grubbs-Vault Marketing, Douglas Dustmann-Vault Marketing, Kevin Holden-Vault Marketing and Kam Frisbee-Falcon Sales/AM Merchandising (L/R) at Dave & Buster’s in Panama City Beach FL.

PORT SAINT JOE, FL (08.07.26) – Kevin Holden, Douglas Dustmann, Ryan Grubbs, Boomer Robinson and Kam Frisbee all convened in Port Saint Joe Florida this past weekend, August 1st-3rd.

“We went over the technology, procedures and materials of Vault Power’s Sodium Element 11 Batteries. As a group we got to see samples of new products and ideas for the future of Vault Power as a brand. It was all work and no play though as a group we did spend many hours seeing the beaches, ocean, lakes, and Panama City Beach Pier Park” Kam Frisbee, GM Falcon Sales/AM Merchandising related. Frisbee traveled from Washougal, WA.

Boomer Robinson, Premium Brands Marketing offered “It was a great time for all of us working to drive the Vault Power to meet in person and get to know each other. It allowed us to bounce ideas, techniques, and create friendships within the brand. Learning the safer aspects of Sodium and ways to expand possibilities for dealers with the golf cart market plus side by sides and marine can expand the battery category and industry sales overall.” Robinson covers the Carolinas.

Vault Power, renowned for its cutting-edge Sodium Ion and Lithium Phosphate battery lineup also offers pure virgin copper power cable and speaker wire along with installation accessories.

For more see vaultpower12v.com.

Thank you to Kam Frisbee and Boomer Robinson for contributing to this article.