Before “sport utility vehicles” became a household term, they were simply trucks—tough, utilitarian machines like Jeeps, Land Rovers, and Fords, many of which were born from military service. With their boxy silhouettes and no-nonsense capability, they embodied rugged durability.
For years, however, consumers leaned toward crossover SUVs—sleek, car-based models with smooth curves and suburban-friendly handling. But now, in a full-circle shift, the squared-off, muscular look is making a strong comeback. Even electric off-roaders are embracing this bold aesthetic, challenging the stereotype that rugged equals gas-guzzling.
A Nod to Heritage and Status
The Mercedes-Benz G-Class, once a military workhorse, has become a global status symbol, favored by celebrities like Drake, Simone Biles, and Kim Kardashian. The Land Rover Defender, Britain’s answer to the Jeep, has surged in popularity following its star turn on Netflix’s The Crown. Meanwhile, Toyota’s redesigned Land Cruiser pays homage to its origins as a 1950s Jeep alternative for the Korean War.
Critics may scoff at these high-end off-roaders as urban fashion statements rather than adventure-ready machines. But as traditional sedans decline, SUVs with genuine heritage and capability are more desirable than ever.
“A lot of people loved these vehicles before they disappeared,” says Alexander Edwards, president of market research firm Strategic Vision. “Nostalgia, when done right, is a powerful force in the market.”
The Power of Nostalgia
Ford tapped into that nostalgia with the revived Bronco, a modern take on its 1960s counterpart. The rugged, boxy design, removable doors, and off-road capability made an instant impact, generating 190,000 orders at launch in 2021. Ford’s chief designer, Paul Wraith, explains that the Bronco’s functional design choices—like an upright windshield and short overhangs—are rooted in performance as much as aesthetics.
“That look is what puts the ‘utility’ in SUV,” Wraith says.
Why the Shift?
The pandemic spurred a surge in outdoor recreation, driving interest in vehicles suited for adventure. Americans leaving urban centers for more space found appeal in SUVs that looked ready for the great outdoors. Even mainstream SUVs have adapted to the trend, adopting sharper lines and a brawnier presence. The Toyota RAV4 saw a sales boost after a rugged redesign, topping 475,000 units sold in 2024. The Hyundai Santa Fe followed suit, swapping its softer curves for a more Land Rover-inspired look—and reaping critical and commercial rewards.
Buyers also grew weary of crossovers that all looked alike in parking lots. The distinct, unmistakable presence of these revived SUVs is part of the appeal. Additionally, many consumers are pushing back against digital overload. While modern cars are increasingly tech-heavy, these SUVs prioritize tactile controls—chunky shift levers, oversized knobs, and durable materials—over excessive screens, bringing back a sense of mechanical connection.
Masculine, But Not Too Aggressive
Nothing exemplifies the SUV’s dominance quite like the Mercedes G-Class. Originally designed in 1979 for military and agricultural use, it was never intended for the luxury market. But a combination of rarity and capability fueled demand, leading Mercedes to officially bring it to the U.S. in 2003. Today, it outsells the S-Class sedan, long the brand’s flagship, with nearly 11,000 units sold last year—quadruple its sales from a decade ago.
Jessica Hart, a former model and founder of Luma Beauty, is among its devoted fans.
“The boxy design is masculine, but not overly aggressive,” says Hart, who grew up in Australia surrounded by utility vehicles. “And I love the engine—it’s worth it.”
The G-Class’s sky-high price tag—averaging $192,000—doesn’t deter buyers. Its clientele boasts a median household income of $827,000, with nearly half earning over $1 million. By comparison, S-Class owners report a median income of $425,000, while the luxury-car average sits at $182,000.
The Electric Evolution
Even as nostalgia fuels the revival of rugged SUVs, electrification is reshaping the market. The upcoming electric G-Class can wade through 34 inches of water and execute a “tank turn” for maneuverability. Jeep and Range Rover are rolling out electric models, while GM’s GMC Hummer has swapped gas-guzzling for battery power. Even Tesla’s polarizing Cybertruck embraces the geometric, retro-futuristic take on the boxy aesthetic.
Volkswagen is making a play for this lucrative market by partnering with EV startup Rivian in a $5.8 billion joint venture. With no off-road heritage of its own, VW is leveraging Rivian’s technology to resurrect the Scout brand—once a beloved name in American adventure vehicles.
The message is clear: rugged SUVs are back, and this time, they’re built for both adventure and the future.
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