Crossover Appeal: Small Vehicles With Big Aftermarket Dreams

This article originally appeared in the December 2024 issue of THE SHOP magazine.

In a time when everyone seemingly has a side hustle, crossover vehicles are the automotive market’s multitasking masters.

Appealing to everyone from young families to outdoor enthusiasts to dog lovers and more, CUVs have the ambition of their truck and SUV big brothers, just with a smaller footprint.

Every day, more and more aftermarket shops are spotting the potential in serving these crossover customers. Focusing on everything from suspension, wheel and tire upgrades to interior enhancements, cargo carrying solutions and even mild body modifications, CUV drivers are looking for ways to maximize their potential.

For shops eyeing the crossover market, product manufacturers are happy to make introductions, offering market insights, sales tips and information on hot new products.

STARTING OUT

Everywhere you look, it seems the CUV market is booming.

“Vehicles like the Subaru Outback, Forester and Crosstrek (Wilderness editions) are offered with more off-road capabilities straight from the factory,” says John Gray, vice resident exhaust and exterior products for aFe POWER. “Features like AWD, extra ground clearance, off-road suspension and heavy-duty roof racks allow the average person a more capable vehicle. This allows the aftermarket to develop and offer performance and accessory products to make them even more capable and enjoyable to drive. This also drives demand for aftermarket products for the base-model vehicles.

In particular, crossovers have shown to be a comfortable fit for those just starting their outdoor adventures.

“They’ve become more popular as the years have gone by,” says Chris Walls, product development coordinator for Body Armor 4×4/ The Wheel Group. “They are great entry-level platforms for adventure seekers and outdoorsmen alike. Due in part to economic changes, CUV platforms offer great value and capability.”

They can also be strong second options for families sticking to a budget.

“Consumers are looking for less-expensive SUV-type vehicles in a volatile economic market where standard SUVs are too expensive,” says Joe Caltabiano, vice president vehicle entertainment for VOXX Electronics Corp.

Still, when it comes to getting out on the weekends, they are more than up for the challenge.

“We are seeing plenty of crossover vehicles enter the market due to their capability and capacity. These vehicles have given consumers the confidence to have a vehicle that they can take their kids to school in and later hit a trail to have a picnic in the mountains,” says Joey Scelza, regional sales manager for RealTruck/Husky Liners. “Crossovers are also gaining popularity due to the capacity of the vehicle—while they look small and not practical, the interiors offer a plethora of storage options for everything from backpacks and gym bags to strollers. The ability of these vehicles to travel seamlessly from different terrains while providing great options to accessorize to your personal lifestyle makes the crossover more desirable to a consumer.”

Because everyone seems to have one these days, selling upgrades to stand out in a crowd is a popular approach, says Craig Metcalf, automotive manager for Küat.

“It only takes a few exterior accessories to change the whole look, feel and ride of the vehicle,” he notes.

GEAR UP

When it comes to most people’s adventure use, CUVs more than fit the bill.

“While crossover vehicles may not be as off-road-capable as some SUVs and trucks, they can meet the demands of most consumers,” Gray says. “Not everyone needs a Jeep or truck to enjoy off-road adventures.”

Product manufacturers were quick to spot the “soft-roading” trend, creating new parts and accessory lines that match the bodylines and smaller profiles of today’s CUVs.

“Some people mistakenly believe that there are not many accessory options for the crossover community. We manufacture plenty of direct-fit or vehicle-specific accessories for crossovers, as well as universal products,” says Scelza. “Accessorizing is not just for fun, it’s for your lifestyle.”

Crossover accessories may be a little less prominent in the market currently, leading to hesitancy due to unfamiliarity. But suppliers say not to worry.

“A big misconception is parts installations being more complicated than a truck or SUV part install,” notes Walls. “Most truck and SUV product installations, even on some of the most popular models such as Toyota 4Runner and Tacoma, for example, require trimming and careful measurements on body panels, just the same as CUVs.”

Overall, CUVs fit the same profile as any other vehicle segment—mainly, uninspired factory offerings often leave room for aftermarket upgrades.

“Not all vehicles, including crossovers, come fully loaded with all the bells and whistles, so there is always a product to attach a product to,” Caltabiano observes.

EVERYONE WELCOME

As mentioned earlier, some crossover owners may be taking their first steps into the world of automotive accessorization. Walls from Body Armor 4×4/The Wheel Group advises the industry to welcome these new customers with patience and open arms.

“Be as open-minded as possible to their requests and questions. Adapt as much as possible to the trends of CUV customers and enthusiasts,” he recommends. “Again, CUVs are great on value and a great starter platform. If these customers are coming to you with needs and ideas for their CUVs and love what they do, they will potentially be customers for life. They may trade in for a new truck or SUV platform or they may keep the CUV for their entire time exploring the wilderness. Either way, they will come back to you for help to keep their vehicles up to date on the trail. A customer for life is the best customer to keep happy. We need to keep finding even more customers like this to keep growing.”

Whether on your website, through showroom displays or on upfitted shop vehicles, find ways to introduce aftermarket accessorization to this driver base.

“Show customers what they can add that they do not already have in their vehicle,” says Caltabiano from VOXX Electronics.

If they still need convincing, Metcalf from Küat suggests appealing to their inner adventurer.

“My advice is to ‘sell experiences’ and let customers know what is possible and achievable with only a few accessories,” he says.

In some areas, you may have to be proactive in the search for crossover customers, notes Scelza from RealTruck/Husky Liners. But the effort is worth it, he believes.

“Diversify any marketing you are doing. Whether it’s social media, radio or TV, the consumer needs to know that ‘Joe’s Truck Shop’ doesn’t just specialize in trucks,” he explains. “Continue to ask your customers about their family members and what they drive to get them into the shop for accessories. Provide great service to gain more customers—for every single great interaction the customer tells 10 people; for every single bad interaction, the customer tells 100 people. Again, continue to push the narrative that you aren’t just a truck stop and that you service every vehicle platform.”

Joining the market is as simple as meeting customers where they are most often found.

“Educate your shop on knowing what the CUV owner’s interests are,” says Gray from aFe POWER. “Network your business through local CUV dealerships. Also, supporting CUV car clubs and groups will improve awareness and help acquire new customers.”

CUV PRODUCTS

HOT PRODUCTS: Terra Guard Off-Road Sliders for Subaru Outback

FEATURES & BENEFITS: Patent-pending rock sliders co-designed from our patent-pending Terra Guard Trail Steps for the same vehicle platform using heavy-gauge tubular steel; increased ground clearance; full rocker and door panel protection; act as a step to reach rooftop gear.
aFe POWER
John Gray
VP Exhaust & Exterior Products

HOT PRODUCT: HiLine Series Front Bumper for Subaru Crosstrek

Features & benefits: Flat drum-style, 5,500-pound winch compatibility; optional bull bar; light integration; recovery points.
Body Armor 4×4/The Wheel Group
Chris Walls
Product Development Coordinator

HOT PRODUCT: The Küat Piston Pro X

FEATURES & BENEFITS: E-bike-rated bike rack conceived for road trips, family group rides and backcountry expeditions; integrated LED taillights for enhanced rear visibility and on-road safety; Kashima-coated pistons.
Küat
Craig Metcalf
Automotive Manager

HOT PRODUCT: X-Act Contour Floor Liners.

FEATURES & BENEFITS: Made in the USA; manufactured using a rubberized material that allows the liner to be soft underfoot and provide a comfortable ride while being durable; raised ribs throughout to keep your feet above the mess; Stay-Put Cleats; raised edge near the door.
RealTruck/Husky Liners
Joey Scelza
Regional Sales Manager

HOT PRODUCT: SmartTV Seatback Rear Entertainment System

FEATURES & BENEFITS: Streaming content through your favorite apps; plays old DVD movies; app-based remote control allows parents to fully control the system monitors for rear seat passengers that are too young to operate the system themselves.
VOXX Electroics Corp.
Joe Caltabiano
Vice President Vehicle Entertainment