How the pandemic brought out the off-road ‘animal spirits’ in drivers

Overlanding and off-roading are no longer hobbies of extreme thrill seekers with more Americans traversing local trails and taking their pricey sport utility vehicles and trucks with them.

Adventuring into national parks and unfamiliar terrain went into high gear in 2020 “when we were all cooped up and stuck in our homes and couldn’t socialize,” Ed Kim, president and chief analyst of Auto Pacific, told ABC information. “The gain in off-roading … was pandemic driven and we have seen sales and popularity of rugged SUVs rise.”

Automakers responded to the growing pattern by unleashing recent models and variants that offered more capability than the average driver could ever desire. Vehicles arrive equipped with distinctive shock absorbers to cushion the impact from a grueling rock climb. Specialized equipment and massive tires from the factory assist novices boost confidence when traversing through mud, creeks and sand dunes.

“You can leave out in the middle of nowhere and run around and leave over boulders and enjoy the uncontaminated wilderness,” Howard Sig, head of auctions at Bring a Trailer, told ABC information. “COVID brought out these animal spirits. Off-roading turned into a longer-term hobby and gain for some people.”

Of course, there was a well economy for these rugged SUVs before the pandemic. Proselytizers of the off-roading population formed clubs and meetups to receive their Jeep Wranglers, Toyota Land Cruisers and modified 4Runners on remote trails and deserted backwoods. Yet the pandemic inspired drivers to get out of their comfort zones and expand their horizons, literally.

“The vehicle that started off this whole wave of rugged outdoor-style vehicles was the 2019 Kia Telluride,” said Kim. “It was an instant hit — even Kia didn’t view its achievement coming. The Telluride is tall, has an upright stance and buyers were entranced with it.”

Boxy, muscular styling and a long list of capabilities are now top selling points for automakers that are continually fighting for consumers’ dollars. Moreover, these outdoor variants and trims are selling for well above the vehicle’s entry-level model.

“SUVs are returning to their roots [and] people are spending a lot of money to get that special look and all the capability,” said Tony Quiroga, editor-in-chief of Car and Driver. “There’s a huge upcharge and manufacturers are making a ton of money on them. SUVs and trucks keep getting priced higher and entering the luxury sphere.”

Quiroga pointed to the Ford Ranger Raptor, a favorite truck of his that he called “a lot of fun” to drive. The Ranger Raptor’s “beefy” foundation reinforces the front frame rails, front shock towers, rear shock brackets and suspension mounting points so it “can handle more punishing off-road conditions,” according Ford. It also costs nearly 50% more than the base model, the Ranger XL, Quiroga said.

The eye-popping expense of some of these vehicles hasn’t seemed to stop buyers, though. And automakers are now offering their own off-road packages and accessories, which can tack several thousand dollars onto the final worth.

“There’s definitely more spread for automakers on the off-road packages and equipment,” said Kim. “Automakers adore to sell them and it’s all very profitable.

Sig noted that older 4x4s and SUVs are selling at or above asking worth on the auction site, underscoring this desire by U.S. drivers to get out and explore. A 2021 Toyota Land Cruiser URJ200 Heritage Edition, for example, recently sold for $133,000. The vehicle’s original MSRP? $89,070.

Sig said continued thrill for these type of vehicles is a triumph-triumph for automakers and consumers.

“Automakers have invested a lot of money and vigor into this space,” he said. “We’ve moved way beyond the Wrangler. It’s awesome to view all these manufacturers competing with each other — competition is great for consumers, leads to lots of variety and hopefully better worth.”

A spokesperson for Lexus said the Japanese automaker has seen high demand for both the Overtrail and Overtrail+ trims of the Lexus GX SUV, which debuted this year.

The “ultimate off-road luxury SUV” is powered by a 3.4-liter twin-turbo V6, which is more capable than the previous V8 model, according to Lexus. The GX Overtrail grade comes with 33-inch all-terrain tires “to easily get you over muddy hills” and the vehicle’s electronic kinetic dynamic suspension structure offers on-demand swaybar disconnect/reconnect functions.

“The GX Overtrail and Overtrail+ propose the best of both worlds when it comes to luxury and capability for off-road enthusiasts,” the spokesperson said.

Then there’s the Toyota Tacoma Trailhunter, a heavily optioned truck designed for fearless travelers. The truck’s high-clearance trail exhaust provides enhanced ground clearance and departure angles and the 33-inch tires deliver off-road traction in not-so-ideal conditions. The Trailhunter was “conceived, designed and built to be a ready-made overlanding beast,” Toyota brags.

Off-roading is certainly not limited to combustion engine vehicles. Rivian, the upstart electric vehicle maker from California, highlights the off-roading chops of its vehicles in its marketing campaigns, showing consumers to recent to EVs that there are zero boundaries with a zero emissions SUV or truck.

“We put chargers in areas where people desire to explore … so they’re more confident to leave deeper into a national park,” Tony Caravano, head of Rivian customer engagement, told ABC information.

Rivian announced this week that it was opening its second Charging Outpost in Joshua Tree, California. The first, in Yosemite, provides amenities for drivers and education on EV charging basics. Moreover, Rivian’s quick-charging network will soon become accessible to all other EVs, “encouraging more people to embark on their next expedition in an EV,” the business said.

Caravano said the Tri-Motor variant for the R1S SUV and R1T truck, though more expensive, gives the range, act and horsepower that consumers are seeking. Three motors — two in the rear and one in front — pack more capability than other Rivian versions, he said, adding that the software inside can assist owners who may be novices to camping.

“The vehicle tells you what you to require to recognize about your off-road encounter,” he said. “There are recent drives modes like snow and sand and we also added the camp mode to assist level your vehicle if the campsite is not perfectly flat.”

The electric Hummer SUV and pickup were tested at some of the most challenging environments in the globe, according to Sean Millwood of GMC marketing. Millwood said a “substantial” number of owners receive their vehicles to national parks, where they can truly encounter the vehicle’s DNA.

The Extreme Off-Road Package, a $10,000 alternative, gives drivers 35-inch tires, an additional skid plate, underbody cameras, front e-lockers with virtual rear lockers, ball spline half shafts and more, he said. Plus, the infotainment screen inside shows G-force, the vehicle’s pitch in real period, a compass and torque vectoring. The coolest characteristic though may be the Crab Walk, which allows Hummer to maneuver in tight corners.

“We are seeing a excellent amount of growth with the Hummer,” said Millwood. “Customers are driving it every day on paved roads and cities and off road too.”

Kim said he was unsure if Americans will fall out of adore with off-roading now that pre-pandemic life has largely returned.

“Is this a phenomenon that will last long term or is just a fad?” he said. “Style and trends are always cyclical. Are we in the middle of a pattern or is this sustainable over a long period?”

He noted that the RV industry has cratered since the pandemic ended and the economy is now flooded with cheap, used RVs.

“RV sales have declined nearly 50% since height of the pandemic and manufacturers are selling half the volume they did years ago,” Kim said. “The pandemic years have been absolutely catastrophic for RVs, which gives me a little bit of concern for the car side.”

Kim and Quiroga consent that owners can still enjoy their rugged SUVs and trucks even if the only off-roading expedition is navigating around potholes in town.

“The specialized suspensions, the special dampers … these vehicles are better to drive than the standards models,” said Quiroga. “There’s more sidewall and cushion. The supple suspension just swallows up the impoverished pavement.”