TREAD Editor Kelly Nomura Predicts Drop in Overlanding Popularity and Rise of EVs

For Immediate Release Nov. 1, 2021 | Media Contact: Kevin LaTorre |

Las Vegas, NV — Though overlanding has grown along with interest in the outdoors for the last few years, editor Kelly Nomura says that mainstream interest in overlanding will decrease by 2026. “We’ll see a decline for overlanding,” she says, “but right now, we’re approaching the peak.”
In the past few years, many auto companies have tweaked their products to serve overlanding and off-road enthusiasts. “They’ve made that shift into overlanding,” Nomura says, “since we’re getting audience growth there.” But as much as overlanding has grown, she’s happy to explain her doubts about — but also savvy plans for — its future and the recent strides of EVs, while she mans the TREAD exhibit at Booth 23097 in the Central Hall.
Nomura says the eventual downturn works out just fine for TREAD. “For the long-term plan, it’s a perfect time to start blending in the outdoor gear and the side-by-side aspects,” she says. “If the overlanding audience fizzles a bit, we can grow into those other spaces. Not to mention that off-roading won’t go anywhere, that audience will still be there.”
Inversely, Nomura has a positive prediction for electric vehicles: “I had been a naysayer, but now it’s like, ‘Wow, look what EVs are doing.’ And it didn’t take them long.” She was impressed most by the electric Jeep and Kias that reached podium at the recent Rebelle Rally. “That was a big eye-opener,” Nomura says, “because these vehicles can handle off-road.”

About TREAD Magazine
TREAD is the definitive guide to auto adventure and outdoor lifestyle. It tells the stories of often rarely touched landscapes and the vehicles that take you there, while giving keen advice on preparedness, safety, and technical insights.


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