During the COVID-19 pandemic, Americans were keen to break the mold. They'd been cooped up in their houses and apartment buildings for weeks. For many, a trip to a hotel and resort was out of the question. Enthusiasts went all-in on vehicles that not only served as transportation, but also residences.
Before the pandemic, Americans were starting to rediscover their love of the great outdoors. Sales of recreational vehicles (RVs) soared during the pandemic as the trend continued to grow.
A flurry of off-roading-centric vehicles came to market, including the new Ford Bronco, a fresh generation of the Range Rover and electrified Jeep Wangler. The automotive industry went even further, offering packages and experiences specifically for these customers.
"Sparked in part by the pandemic, Americans rediscovered the outdoors, and automakers quickly adapted, responding with a wave of off-road-capable vehicles across categories — from rugged SUVs and adventure-ready vans to electric vehicles designed for exploration. This shift reflects a growing consumer desire for versatility, independence and connection with nature," Paul Waatti, director of industry analysis at AutoPacific, told Newsweek.
Recognizing those trends, Ford has capitalized, refining their go to market strategies and freshening products, upping recreational vehicle options for van customers and introducing a new generation of Transit with a fully electric E-Transit variant. More than half of the motorhomes sold in the U.S. are built on Ford chassis the automaker said in 2021.
General Motors introduced the electric-only BrightDrop last mile commerical vehicle solutions brand in 2021, later shuffling it to the company's GM Evolve fleet business and committing to selling the models at Chevrolet dealerships. Last year, EV upfitter Grounded introduced its G2 EV Camper van, built on BrightDrop's Zevo 600 platform.
In recent years, Mercedes-Benz killed its Sprinter and Metris gasoline-powered vans in the U.S. and introduced the all-electric eSprinter van. The company is already prepping its next steps, teasing the introduction of Van.EA, a newly developed scalable architecture that will provide the backbone for the company's vans division moving forward.
Those commercial vans, and their limousine versions, will be competing against vans globally in addition to celebrity shuttles in the form of the Cadillac Escalade and Lincoln Navigator, and off-roading rigs.
It is in those off-roading rigs where Mercedes-Benz USA sees the potential for big growth. "Over the past few years, vans have evolved from being reliable utility vehicles to bona fide rockstars of the automotive world, seamlessly fitting into a variety of lifestyles. Their practicality and adaptability have made them increasingly popular with adventurers, business owners and eco-conscious drivers alike," Iain Forsyth, director of product and marketing at MB Vans USA, told Newsweek.
"By introducing advanced features like all-wheel drive for off-road capability, versatile chassis options for custom upfits, and the fully electric eSprinter for sustainable urban mobility, Mercedes-Benz is catering to the needs of a diverse and growing customer base. But, we're not just following the trend; we're driving it forward. By combining innovative technology, sustainable solutions, and premium design, we're redefining what vans can offer - securing our leadership positioning in the premium van segment and setting new benchmarks for the industry," he said.
With new charging stations popping up across the North American parks landscape, like Rivian's branded Joshua Tree and Yosemite depots, the transition to electron-powered off-roading and overlanding is becoming easier and more accessible, and automakers stand ready to capitalize on the evolution.
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