From coast to coast, the lifestyle and infrastructure of the United States is built around one thing: the car. Unlike many European or Asian countries where dense cities and robust public transportation systems have reduced the need for personal vehicles, the U.S. is shaped by open highways, sprawling suburbs and long daily commutes. Currently, there are over 286 million registered vehicles in the U.S and that figure is rising. In addition, over half of American consumers (52%) are willing to pay for ‘vehicle-based services’ such as autonomous driving and enhanced safety features while 42% are willing to pay for ‘connected services’ like news and weather alerts and video streaming.
The car is synonymous with American culture, it’s more than just getting from A to B, it’s a way of life. And nowhere is that most in evidence than in the popularity of off-roading. A recreation sport where enthusiasts drive vehicles across rugged trails and remote terrain, off roading is a pursuit that’s also enjoyed in many other parts of the world – Australia, the UAE and Saudi Arabia in particular – however it’s the U.S. that’s is its largest and most commercially developed market.
With over 100 million acres of land accessible for off roading, a multi-billion dollar market in vehicle customisation and brands like Jeep and Ford Bronco being heralded as lifestyle symbols, off-roading holds many opportunities for OEMs.
But there remains one key problem: lack of connectivity in remote locations
Off-road and out of contact
As modern vehicles become smarter and more connected, they’re also becoming more dependent on constant internet access. However, even in a huge, car-centric market as the U.S. large swaths of the country still lack reliable cellular coverage.
The limitations of traditional ground-based cellular networks is most evident in remote locations and across rough, mountainous terrain – the places that off-road enthusiasts spend most of their time. Losing GPS signal in the mountains, hitting a data dead zone on a road trip or struggling to make a call when you breakdown in the middle of nowhere — are issues off-roaders face continually. While some of the sport’s drivers relish this lack of connection, for most, this lack of access to in-car digital services impacts safety and prevents them from really enjoying their off-road experience.
Challenges for off-roaders
It may be 2025 but stories of off-road enthusiasts relying on traditional map reading skills and using basic ham radios in their cars are commonplace. Navigation difficulties is a core issue when connectivity drops out with those reliant on live GPS apps, cloud-based maps or apps that use crowdsourced data (such as OnX Offroad) finding themselves literally lost in the middle of nowhere. Lack of real time information and updates also means drivers struggle to navigate weather changes, closure of trails or hazards on routes. This has serious repercussions when it comes to safety. No connection, means no emergency response. In the case of injury or vehicle breakdown this can delay rescue or assistance.
Off-roading is frequently enjoyed as a group activity, but without connectivity communication with the group is reduced. Trip coordination also becomes more complex with detailed plans needing to be established in advance because mid-route communication is unreliable. This has led to a reliance on portable radio communication and satellite messengers in recent years.
Finally, lack of connectivity prevents off-roaders from documenting their experience in real-time. Being able to livestream or upload content from the trail would not only enhance enthusiasts experience but it also showcase the features of the vehicle in real-time
This is the crux of the matter for automakers. Being able to provide always-on connectivity would mean off-road enthusiasts could leave their apartment in the city or suburbs, spend the day in a remote location and then return home, all without ever losing access to their in-vehicle services. Ground-based terrestrial networks (TN) already provide the connectivity needed in the city or suburbs, but in terms of remote locations we need to look to the sky.
NTN: the key piece of the puzzle
Cellular coverage, while almost constant in built-up urban areas, in total only reaches 34% of the world’s surface. Geography and infrastructure challenges are the main factors that hamper its impact in remote parts of the world. In these environments, satellite connectivity is the solution. It will not only fill the coverage gaps that cellular can’t reach but the seamless integration of terrestrial and non-terrestrial networks (NTN) is what will enable true ubiquitous connectivity.
For automakers the benefits of NTN are vast. By harnessing its capabilities in remote terrain OEMs can support navigation, over-the-air (OTA) updates, diagnostics and emergency communication. There are also considerable benefits for safety as satellite networks allow SOS alerts, crash notifications and two-way emergency messaging, even without cellular service. This is particularly valuable for solo travellers and expedition users.
NTN also supports continuous data collection in off-road environments, giving automakers insights into real-world usage, terrain interaction and system performance. This data can inform the development of off-road features like traction control, suspension tuning or terrain response modes.
Finally, the harnessing of non-terrestrial networks (NTN) ensures your customers benefit from premium features like remote control, infotainment streaming and real-time vehicle tracking — boosting brand appeal for adventure-seeking drivers.
The (off)road forward
However, there is some way to go before the effect of satellite connectivity is felt by off-roaders. While the 5G Automotive Association (5GAA) expects the first deployment of satellite connectivity in cars to begin by 2027, full roll-out across mainstream vehicles will only happen by 2030.
That said advancements in the industry are happening rapidly. Last month at 5GAA’s NTN conference in Paris, we showcased the world’s first automotive-grade SIM to unite terrestrial and non-terrestrial networks. This, together with our advanced connectivity management platform, Cubic3 Cloud, will provide automakers with one, central point of control across all technologies, providing them with seamless, ubiquitous connectivity and helping them boost their performance, efficiency and user experience at scale.
For those focused on the lucrative off-roading market in the U.S. and elsewhere, they can deliver the safer, more tech-enabled vehicles that off roaders want while also unlocking new new revenue opportunities within the vehicle. It looks like the world of off-roading is set to get a whole lot bigger.
To learn more about how NTN will shape the auto industry and the challenges and benefits that lie ahead, read: Ubiquitous Connectivity: A Smarter Automotive Future.
