Automakers Want to Sell You Adventure Vehicles: Are You a Buyer?

Since the dawn of the automobile, automakers have had only one objective: to sell you their cars. That’s completely normal. Over time, their practices have evolved. Indeed, in addition to simply offering us their models, they’ve created trends and styles, always to win us over and get us to buy.

• The 1960s brought us the first wave of “adventure” vehicles
• Manufacturers are mostly selling you capabilities
• So-called “adventure” vehicles are more numerous than ever across the industry

And what we’ve seen emerge for some time now is something we like to call “the creation of needs.” Basically, companies offer you something new, and through repeated exposure or even use, it becomes a need for you.

A simple example: the heated steering wheel. Humanity survived for decades without this frill. Now, it’s climbed very high on the list of purchase criteria.

The same goes for heated seats. In these cases, as in others, we must admit we don’t hate having our arms twisted. Getting your backside warmed on a cold winter morning has a comforting quality.

There was the SUV craze, which is no longer a craze but a way of life.

And the latest trend is the so-called “adventure” vehicles.

A “New” Trend

True utility vehicles are nothing new. The Ford Bronco, International Scout, and Chevrolet Blazer K5 of the 1960s and 70s set the tone. What’s new today is that we’re applying the real rugged-utility-vehicle formula to urban SUVs. They’re modified and dressed up so they can venture a bit further off the beaten path. They often offer a range of accessories that can transform any ride into a pale imitation of an Airstream RV.

Hyundai’s CRATER Concept Envisions Rugged XRT Future at LA Auto Show

There were only a handful a few years ago. Interest began to grow for this type of model with the explosion of social media and the emergence of influencers, as well as popular practices like Vanlife and

Overlanding, popularized through platforms like TikTok or Instagram. During the pandemic, interest in outdoor activities surged. Since then, these types of offerings from carmakers have multiplied.

At the last Los Angeles Auto Show, we had the opportunity to see a wide array.

Here’s what struck us.

Subaru

Let’s begin our tour at Subaru, where they’ve been selling you adventure for a long time, with models designed and built for those who have a more adventurous lifestyle (outdoor enthusiasts, kayakers, cyclists, etc.). Buyers don’t turn to this brand’s products to discover this way of life; they’re already active.

Nevertheless, the company followed the industry trend by launching a variant focused on off-road driving, called Wilderness. The approach made its way through the lineup, to the point that three models offer it: Crosstrek, Forester, and Outback.

At the Los Angeles Auto Show, we could see three models prominently displayed that weren’t presented bare, but with everything needed to spice up a weekend; a Forester Wilderness with a kayak, the new Outback Wilderness with a roof rail ready to accommodate the necessities, as well as an Ascent offering a rooftop tent, the most popular thing at this show, as you’ll soon see.

Kia

At Kia, we’ve seen variants called X-Pro pop up to designate offerings better suited to venturing where others are less comfortable. All-terrain tires, raised ground clearance, protective plates, in short, you know the drill.

At the show, we could see the new Telluride in X-Pro configuration, clearly identified so the public wouldn’t miss it. And what a surprise, a tent on the roof!

Rivian

Rivian is another manufacturer that demonstrated the capabilities of its models in off-road excursions. What’s particularly interesting with an electric vehicle, of course, is that you get a generator on wheels to power the devices you need once stopped, which allows for what’s called “luxury camping.”

And right next to the Rivian booth, there was a space dedicated to different groups exhibiting vehicles capable of delivering extreme adventures far from civilization. Unsurprisingly, Jeep Wranglers were omnipresent; these models are certainly the ones that can benefit most from modifications and the highest level of customization across the industry.

Ford

Ford’s booth demonstrated how a manufacturer approaches customization. And it’s fair game. The manufacturer offers. It’s up to the consumer to decide.

Ford offers several models that are well-suited to modification and off-road driving. And to demonstrate just how strong the trend toward this type of model is, the Ford Bronco Sport you see here is actually the same model as the Escape SUV. Yet it’s the one that will survive, while the Escape is out the door for 2026. The Bronco Sport delivers a rugged appearance and lends itself well to accessory additions. And to win over the public, Ford sets up a display at every auto show to introduce the public to all the possibilities with such a vehicle. Brilliant.

Volvo

Another tent, this time mounted on an EX90, one of the two new electric models from the Swedish brand (the other being the EX30). Volvo is also exploiting this trend, and in fact, during the launch of the renewed version of the XC60 last summer, we were offered the chance to spend a night in one of these tents, installed and attached to the model’s structure.

For those who like.

Chrysler

You’re not seeing things; you do indeed have a minivan before your eyes, modified for off-the-beaten-path driving. Stellantis showed the Grizzly Peak concept a bit earlier this year.

When a manufacturer decides to modify a minivan to present it as the adventure vehicle you need, you know the “adventure” trend is more than serious across the industry. It’s a way to attract enthusiasts and generate more profits. Yes, they’re offering consumers more, but the latter must reach into their pockets.

As for this unique vehicle, it inherits a matte paint job, a raised suspension (2.75 inches in front, 2.5 inches in the rear), roof rails and crossbars, 31-inch all-terrain tires mounted on 18-inch wheels, Baja Design fog lights, mud flaps, and even a cargo bed in place of the third row.

Will we see this model on the road? We strongly doubt it, but at Stellantis, everything is unpredictable. Still, the simple idea behind this vehicle’s design says a lot about the current trend.

Hyundai

Finally, it’s no surprise to find the Kia Telluride’s sibling, the Hyundai Palisade, also with the complete camping setup on the roof. This time, it’s with the XRT Pro variant of the model, the one that already offers increased off-road capabilities.

Again, for those who like it.

A No-Brainer for Manufacturers

For manufacturers, this is what’s called a “no-brainer.” Depriving themselves of the additional profit margins that these models generate would be nonsense. In fact, manufacturers make inexpensive modifications (all-terrain tires, plastic appliques, raised suspensions, protective plates) and sell them at high prices. Yes, “adventure” variants are always a bit more expensive. It also allows them to offer a completely different vehicle without developing a new one.

Where’s the Adventure?

What remains fascinating about these designs intended to escape civilization regularly is that the vast majority will never see a gravel trail. Statistics show that only 10% of SUV owners use their models in off-road driving conditions. We’ll discover that it will undoubtedly be more with a purpose-built vehicle (which will attract a more targeted clientele), but the percentage will likely remain marginal.

Capabilities are what they are selling you. And that’s what people are buying. Their vehicle CAN perform this or that task, venture onto this trail here, or cross that stream. It’s reassuring to know you have it all at your disposal. It’s like having in your kitchen the mixer of all mixers, for THE one time you make yourself a smoothie.

It’s human nature. Take a tour of garages and sheds, and you’ll find plenty of never-used tools, there for the day when they are finally needed.

The Big Question

The big question now. Are manufacturers acting deliberately to create a need for you, or are they responding to real demand? We guess that the answer lies between the two.

The magic of marketing is giving you the illusion that you need something.

And if said thing makes you happy, what’s wrong with that, right?

We could philosophize at length about this.

The secret is to evaluate your needs with a clear head. The purchase of a vehicle should be anything but the result of impulsiveness.