When some people think an off-road enthusiast, they may imagine a narrow persona: younger, male, hard-core, always upgrading. While that’s certainly one segment, it’s not the only segment and if you’re only talking to this group, you’re missing out.
We’ve worked with off-road and aftermarket brands long enough to know that assumptions don’t sell parts. Understanding your actual customer does. And in today’s market, two very different, but equally valuable, audiences were driving growth for our client:
1) The 50-60 Year Old Off-Roader: High-Intent, High-Investment (New or Experienced)
This group might be seasoned gearheads or they might be new to the off-road world entirely. But one thing they have in common? They’re all in.
We’ve seen firsthand that this audience:
- Often has the time and disposable income to invest in serious upgrades
- Makes decisions with intent: they research thoroughly, read reviews and expect detailed product info
- Values reliability and long-term performance over flash
- May prefer to work on their vehicles themselves or bring upgrades to a trusted local shop
Many in this age group are entering the off-road lifestyle post-retirement or after raising families. For some, this is their first off-road build. For others, it’s their fifth. Either way, they’re both tinkering and they’re investing.
They may not document every install on social media, but they may be active in forums, share feedback in Facebook groups and trust brands that show up with consistency and real-world proof.
If your marketing overlooks this audience, or treats them like an afterthought, you’re likely leaving revenue on the table.
2) The Tech-Savvy First-Timer: Younger, Digital-First and Eager to Share
Then there’s the rising wave of first-time off-roaders.
They’re newer to the scene, but not passive. They:
- Research before buying
- Watch YouTube tutorials
- Document their installs with GoPros
- Share their builds on social media, TikTok or Reddit
- Are proud to show their learning process, even the mistakes
This audience is deeply engaged and quick to become brand advocates as they are not just buying products but looking to build their identity as off-roaders one post or engagement at a time.
The Opportunity: Use Tech-Savvy Customers to Market to Everyone
Here’s where things get interesting.
We helped an aftermarket clients tap into this second group, the younger, digital-first enthusiasts – as a UGC (user-generated content) engine to reach both audiences.
We encouraged real customers to:
- Record installs
- Share product reviews
- Show before-and-after shots of their rigs
- Post real-world usage on the trail
We discovered that the effects of their engagement extended well beyond their immediate peer group and created a powerful and authentic content pipeline which engaged older, experienced modifiers, too. Why? Because the content was useful. It showed install steps. It answered questions. It validated product quality. And it came from real people.
Why It Works
When brands invite customers into the storytelling process:
- Credibility goes up
- Engagement grows
- Product confidence increases
- And content costs go down
Think less ‘viral post one-off’ and more of a repeatable structure where your community becomes your content team and your most effective marketing channel.
Takeaway: Know Who You’re Selling To, Then Let Them Help You Sell
Off-road isn’t one audience. It’s many.
If you’re a brand in the aftermarket space or in any other industry, don’t rely on stereotypes or gut instinct. Do the research. Look at your order data, social mentions or support tickets. Talk to your dealers and power users.
Once you know who your customers really are, you can build messaging that actually resonates with them. Not to mention, improve your product along the way to build something superior in the marketplace.
And when you let the right customers help tell your story, people listen.
Whether you need sharper customer insights or a UGC strategy that actually drives sales, our team can help. Let’s talk about how to turn your customers into your best marketing asset and your research into real results.
