Pack It Up: The Power of Off-Road Racks
Shops can offer cargo carrying solutions that handle all the essentials…
This article originally appeared in the March 2025 issue of THE SHOP magazine.
When it’s time for drivers to pack it up and hit the road—or trail—with all the necessities, it’s time for a capable off-road rack.
Having exploded in popularity alongside the entire overlanding market, off-road racks offer shops a chance to meet drivers’ specific needs while showcasing the benefits of vehicle accessorization.
Often an entryway into related products, shops will want to carry quality, versatile racks that add utility and aesthetic appeal to a wide range of trucks, vans, SUVs and crossovers. A knowledgeable sales staff, enticing showroom display and complementary component inventory will help complete sales and build a loyal base of adventurous clients.
Suppliers provide insights into market trends, hot new products and sales tips for retailers interested in getting customers to their desired destinations well-stocked with all the essentials.
EVERYDAY ADVENTURES
With overlanding and off-roading popular nationwide, it’s easy to typecast the racks as adventure accessories.
“In reality, our Discovery Rack’s modular design, for instance, makes it perfect for everyday users looking to expand their truck’s utility—whether for work, family trips or outdoor recreation,” says Nupesh Patel, new product manager for Overland Vehicle Systems (OVS).
Some shops may incorrectly believe all customers want the same type of rack system or that functionality is more important than appearance, says Katherine Abraham, senior marketing manager, B2B, for IRONMAN 4X4. Instead, she explains how off-road rack customers often have diverse needs and priorities, which might include:
- Overlanding vs. everyday use
- Vehicle compatibility
- Weight and load ratings
- Installation complexity
- Budget expectations
“By addressing these misconceptions and asking questions about the customer’s intended use, vehicle setup and budget, shops can provide better recommendations and create a more satisfying experience,” Abraham notes.
Start with a brief customer introduction to get an idea of what will work for them.
“When it comes to installation, knowing what the customer wants to do with the rack is key. Why? Because you’re going to set up the rack system tailored to their activity or usage,” explains Jason Bukolt, director of marketing for Fab Fours. “The setup is going to be different for someone who’s interested in mountain biking for the week versus a weekend getaway couple with a dog.”
Not all “universal” systems will fit and work in all conditions, says Tony Savasta, VP of marketing for Westin Automotive.
“Westin racks are specific for the vehicle, utilizing existing mounting points, with rails and mounting slots specifically designed for off-road use,” he says. “Generic racks that are not designed for off-road use will easily break when loaded, which may also cause damage to the vehicle and cargo.”
A wide variety of uses also means differences in system capabilities such as load ratings, says Todd Scott, senior category manager – roof racks, truck racks, vehicle fitment for Yakima.
“Not all roof rack systems are designed and tested the same way. Roof rack load ratings can be driven by the product’s capabilities, vehicle manufacturer’s stated roof load maximum, the vehicle’s structural integrity in the interface area and often a combination of all the above.”
Not every rack customer is looking for cargo management options as their top concern, says Sara Ford, marketing manager for TrailFX.
“Some customers think off-road racks are only for carrying cargo, but they may miss out on features like integrated lighting options, fairings to reduce wind noise, or aesthetic upgrades, all of which can enhance both utility and the vehicle’s overall appearance,” she notes.
It’s also encouraging to know that drivers will pay for quality and features, says Craig Metcalf, automotive manager for Küat Innovations.
“Customers are willing to invest in premium rack systems if they understand the benefits of better performance, enhanced safety and the ability to expand or adapt the system as their needs change,” he reveals.
Even for buyers who arrive with a particular setup or system in mind, a quick discussion will help determine the best rack for their unique needs.
“Shops may assume that customers know exactly what they need, but in most cases, customers benefit from guidance on how different racks and accessories can be customized to fit their specific needs, whether that’s for hauling gear, adding third-party accessories or enhancing vehicle aesthetics,” says Bernhard Leitner, CEO, Leitner Designs.
DON’T STOP THERE
Off-road racks can serve as an entryway to total vehicle accessorization.
Abraham identifies ways the products can lead to add-on sales and repeat business thanks to approaches such as accessory bundling and benefits for shops such as brand loyalty, higher margins and marketing potential.
“By offering off-road racks, shops not only meet a specific customer need but also tap into a broader ecosystem of sales, repeat customers and community engagement,” she says.
Patel explains that sometimes it’s like a light switch goes on for drivers once they recognize the opportunities.
“Shops often experience increased customer engagement as a rack’s features naturally lead to additional sales opportunities,” he says. “Customers who invest in the Discovery Rack frequently return for complementary items like rooftop tents, awnings and recovery gear, creating a long-term relationship with the retailer.”
Scott, too, has seen retailers and installers benefit from “related accessory sales and word of mouth advertising among the off-road and adventure vehicle community.”
Ford list just a few potential complementary items.
“Offering off-road racks provides shops with opportunities to upsell related products such as lights, storage solutions, covers and accessories,” she says.
Expect many off-road rack customers to come back for more, agrees Metcalf.
“The rack purchase is the starting point—customers return for complementary products (tents, lights, sporting equipment, a panel kit) to further modify how they interact with the rack,” he says.
Quality systems are built with the vehicle in mind, notes Savasta, making installation and use seamless.
“Our slot receivers will work with other brands of accessories, so there is no limitation to how the customer chooses to outfit his or her truck. We also pay close attention to details. For example, on our Bronco rack, the Freedom panels are accessible without removing the rack. Installation is bolt-on with all necessary hardware included,” he says.
Special attributes such as U.S. manufacturing will also build shop loyalty, says Bukolt.
“By carrying a premium brand like Fab Fours, the shop’s reputation as a go-to location for quality off-road gear improves. This can attract high-end customers willing to invest in their vehicles, leading to higher-ticket transactions,” he says.
A chance to see the racks up-close is an advantage shops have over online sales, Leitner notes.
“An unexpected benefit is an increase in foot traffic from people who come in to ask about the racks, explore options and learn more about how they can customize their vehicles,” he explains. “This not only leads to direct sales but also builds trust and strengthens customer loyalty. It opens up opportunities for engaging with customers and fostering a community of enthusiasts who appreciate high-quality, durable off-road solutions.”
COMPLETE THE PACKAGE
When you’re selling and installing off-road racks, you’re helping customers get out and explore.
“Leverage unique features in your marketing,” says Patel of the OVS Discovery Rack. “Highlight the no-drill installation, versatile accessory mounting options and its compatibility with rooftop tents and other gear. Set up a demo unit in-store, fully equipped with tents, awnings and accessories, to inspire customers and showcase the rack’s capabilities. Additionally, provide your team with detailed training on installation and benefits, so they can confidently recommend the product.”
Abraham from IRONMAN also supports the benefits of a well-designed display area.
“Shops can boost off-road rack sales by creating an immersive experience that emphasizes the versatility and lifestyle appeal of racks. Showcase their sleek design and modular functionality with in-store or online displays featuring vehicles fully equipped with roof and bed racks,” she recommends. “Include popular accessories like rooftop tents, light bars or recovery boards to inspire customers and highlight the practical applications of the product.”
And retailers don’t have to go it alone, notes Savasta.
“Westin has in-store display programs available so you can show your customers the features and benefits of our racks. We also have sales flyers available free of charge that cover the details, so your salespeople have all the information necessary to make a sale.”
Promotions such as package deals that bundle the rack with essential off-road accessories can drive customer engagement.
“Utilize digital marketing platforms like Instagram and Facebook to share compelling visuals and stories—show off vehicles outfitted with racks in real-world adventures or share customer testimonials to build trust and excitement,” she says. “Lastly, educate your sales team to focus on the benefits that matter most to customers, such as durability, versatility, and the ability to customize their setup.”
Showroom displays are effective, notes Ford from Trail FX, because they showcase product versatility.
“Highlight the different uses and customization options of off-road racks,” she says. “For example, emphasize how they can hold gear for camping, hiking, bikes or kayaks. Show various configurations and installations through social media or in-store displays.”
Accessorized shop vehicles are also extremely effective, says Metcalf from Küat.
“Customers love seeing products in action. Outfit a display vehicle with rack/accessories, showcasing the possibilities—then create content,” he advises.
It’s all about getting to know your customer and their level of comfort when it comes to overlanding, says Bukolt from Fab Fours.
“By asking the right questions, you can sell your customer the right overland rack setup. There are a ton of products in the overland space and your customer is relying on you to help them with what to bring and what stays at home,” he says. “Always start with the basics and don’t forget about weight.”
To achieve such high-level service, Yakima’s Scott believes having employees well-versed in the capabilities and options of off-road racks is vital.
“Ensure your staff is up to date on product knowledge and trained to sell in a way that meets the customer’s immediate need and anticipates their future needs,” he suggests.
Becoming the local off-road rack expert means having a good grasp of the features, benefits and capabilities of various systems and how they can work together, says Leitner from Leitner Designs.
“Understanding the various preferences for how customers use racks is critical—whether it’s for camping, hauling bikes or carrying other off-road gear,” he says. “It’s essential to be familiar with the third-party accessories that work well with your racks, as customers will often ask how these accessories mount to the rack. Product knowledge, even about accessories from other manufacturers, is crucial to closing the sale.”
OFF-ROAD RACKS
HOT PRODUCT: Overland Rack for Jeep Gladiator
FEATURES & BENEFITS: Made in the USA by skilled welders; expandable design offers an extension over the cab; multiple tie-down and mounting points; 10 integrated 3×3 LED pod mounts; integrated roof access step; optional added crossmembers for strength and support.
Fab Fours
Jason Bukolt
Director of Marketing
HOT PRODUCTS: RAID Roof Rack & RAID Bed Rack
FEATURES & BENEFITS: Flagship products in our RAID aluminum accessories series; designed to meet the needs of everyday drivers and hardcore off-road enthusiasts; aerodynamic performance meets modern design; weatherproof durability; modular; quiet by design.
IRONMAN 4X4
Katherine Abraham
Sr. Marketing Manager, B2B
HOT PRODUCT: IBEX
FEATURES & BENEFITS: Off-road rack designed for overlanding and off-road enthusiasts; rugged durability; lightweight construction; sleek, modular design that adapts to specific needs; supports rooftop tents, recovery gear and storage solutions in a wide variety of setups.
Küat Innovations
Craig Metcalf
Automotive Manager
HOT PRODUCT: Ineos Grenadier 3/4 Platform Rack
FEATURES & BENEFITS: Adjustable sliding load bars for easy access, enhanced flexibility and superior weight distribution to securely transport camping equipment, bikes or other off-road essentials; T-slot allows for most third-party accessories to be attached, such as Thule or Yakima.
Leitner Designs
Bernhard Leitner
CEO
HOT PRODUCT: Discovery Rack
FEATURES & BENEFITS: New product available in both full- and mid-size applications; designed to redefine functionality and versatility; 1.75-inch heavy-duty square tube design; no-drill installation; full-length rails with integrated tie-downs; removable shelf; side plates.
Overland Vehicle Systems (OVS)
Nupesh Patel
New Product Manager
HOT PRODUCT: TrailFX Roof Mount Basket for Jeep JL & JT
FEATURES & BENEFITS: Lightweight aluminum construction with a durable black powder-coated finish; front and rear fairings to reduce wind noise and secure cargo; 150-pound load capacity; easy installation with direct-fit brackets; optional TrailFX LED light bar.
TrailFX
Sara Ford
Marketing Manager
HOT PRODUCTS: Mesa Roof Rack & Overland Cargo Rack
FEATURES & BENEFITS: Both racks offer a multipurpose platform to transport gear and equipment; built from powder-coated extruded aluminum; combine strength with light weight and corrosion resistance; accommodate most rooftop tents; multi-position crossbar support rails.
Westin Automotive
Tony Savasta
VP Marketing
HOT PRODUCT: RuggedLine HD
FEATURES & BENEFITS: New off-road roof rack system; designed and rigorously tested for high load ratings and off-road use; integrated wind fairings; combines with Yakima LockNLoad platforms for a tough yet versatile system.
Yakima
Todd Scott
Sr. Category Manager – Roof Racks, Truck Racks, Vehicle Fitment
