Truck Mod Hotspots in the US

Truck owners across the country take pride in building rigs that stand out, whether that means lifting the suspension, upgrading the wheels, or dialing in the perfect off-road setup.
To find out where truck customization runs deepest, we analyzed internal American Trucks' order data and Google search trends across major U.S. cities. The results highlight which communities are investing the most in lift kits and wheels, and where drivers are searching the most for their next upgrade.

Key Takeaways

• Houston led the truck upgrade scene over the past year, accounting for 6.1% of lift kit and wheel orders among the cities analyzed, ahead of San Antonio (5.8%) and Las Vegas (3.6%).
• Clarksville, TN, drivers spend more on lift kits than those in any other city analyzed, averaging $564 per order, while Lakeland, FL, leads in wheel upgrades with an average order value of $1,375.
• Atlanta ranks as America's most truck-obsessed city, generating 1,394 truck-related Google searches per 100,000 residents.
  

America's Biggest Truck Upgrade Markets

Truck upgrades are part of the culture in many cities, but a few stand out for lift kit installations and wheel upgrades. Looking at where drivers are placing orders reveals which markets are driving the customization trend.

• Houston, TX, leads all cities in 2025 lift kit and wheel orders, followed by San Antonio, TX, and Las Vegas, NV.
• Clarksville, TN, tops the lift kit spend rankings with an average of $564 per order in 2025, edging out San Diego, CA ($531) and Virginia Beach, VA ($441).
• Lakeland, FL, leads all cities in average wheel upgrade spend at $1,375 per order, followed by Denver, CO ($1,180) and Cheyenne, WY ($1,131).
• Clarksville, TN, is the only city to crack the top 10 in average spend for both lift kits and wheels, ranking No. 1 for lift kits and No. 9 for wheels.
• Florida is the most represented state in the wheel spending rankings, with 3 cities in the top 10: Lakeland, Miami, and Jacksonville.

Where Truck Obsession Runs Deepest Online

Beyond purchase data, search trends show where truck enthusiasts are actively researching upgrades and planning their next mods. Certain cities have especially high interest in lift kits, wheels, and off-road gear.

• Atlanta, GA, leads all 100 cities in truck upgrade searches per capita, with 1,394 searches per 100,000 residents — about 15x more than last-place New York City (92 per 100K).
• 3 Florida cities, Orlando (1,207), Miami (703), and Tampa (677) are in the top 10 for truck upgrade searches.
• Atlanta leads in searches for "lift kit" and "mud tires vs all terrain," while Orlando leads in "best lift kits for trucks" and "best wheels for towing."
• The least truck-obsessed cities are concentrated in the Northeast and coastal California: New York City, Jersey City, Newark, Philadelphia, and Oakland round out the bottom five.

Methodology

American Trucks analyzed where truck customization culture is strongest across the United States by looking at both purchase activity and online search interest. The goal was to identify the cities investing the most in popular truck upgrades like lift kits and wheels, as well as the places where drivers are most actively researching modifications.

Purchase data comes from American Trucks' internal sales records for lift kits and wheels across 69 U.S. cities in 2025. Average spend reflects the typical order value for each product category. Market share is each city's share of total orders in the dataset. Results reflect only the cities included in this study and are not representative of all U.S. cities.

To measure online interest, we analyzed Google search data for eight truck-related keywords across 100 U.S. cities between 2023 and 2025. Search volumes were adjusted for population size using U.S. Census Bureau estimates, allowing us to compare interest levels across cities of different sizes.

About American Trucks

American Trucks helps pickup owners build trucks that stand taller and perform better. With options for both work and play, American Trucks carries truck lift kits designed to increase ground clearance, improve stance, and support larger tires. Truck owners can also find truck wheels, tires, and packages at American Trucks that enhance style, durability, and performance on and off the road.

Fair Use Statement

The information in this report may be shared for noncommercial purposes only. If you reference or distribute these findings, please include an attribution and link back to American Trucks.