This article originally appeared in the October 2025 issue of THE SHOP magazine.
It used to be enough to simply haul your gear to the campsite or jobsite, but no longer. Suppliers are seeing a shift in consumer mindset when it comes to cargo-carrying solutions—from function-only to form and function.
Clever, attractive designs and unique features are adding versatility and an upgraded aesthetic to today’s hardworking vehicles.
“Today’s truck and SUV owners expect more than basic utility. They want gear that matches the quality and styling of their vehicle—modular, sleek and purpose-built,” says Craig Metcalf, automotive manager for Küat. “That expectation is pushing dealers to move away from generic bolt-ons and toward premium solutions like our DEK and IBEX that meet both performance and design standards.”
Today’s roof racks and toolboxes offer styling and design cues that help incorporate them into the vehicle’s overall design.
“Too many shops try to sell cargo solutions as one-size-fits-all. But when dealers fail to educate customers on the integrated design and upgrade paths, they leave money on the table,” Metcalf explains.
Westin Automotive offers its Brute Topsider toolbox that mounts to the truck’s side bed rails for improved efficiency and convenience. Tony Savasta, vice president of marketing, explains that when shops carry quality systems, they can meet each customer’s unique cargo-carrying needs with customized options based on driver and vehicle requirements.
“Make sure you understand the type of truck—two-wheel drive or four-wheel drive, plus ride height, bed length, truck bed box type, etc., and talk with the customer in detail about how they want to load the toolbox, the type of products or tools they are going to store in them, the frequency of the access and their own physical abilities,” he suggests. “Frequency is another consideration—if they are going to be in and out of it all day long, the position of the toolbox and the configuration of the storage space matter a lot, so be sure to discuss all these points in detail.”
Hardworking folks in all areas of the country rely on quality toolboxes with custom features to get the job done right.
“Fleet and farm customers are driving a surge in toolbox and fuel tank combo sales,” notes Kristi Feeney, director of marketing – automotive for Lippert/UWS. “The challenge? Tonneau covers. They can crowd out toolbox space, but that’s where our tonneau-friendly boxes step in, giving customers the best of both worlds without compromise.”
A SYSTEMATIC APPROACH
Shops can find success selling cargo-carrying solutions by taking a systematic approach.
“Customers are more likely to invest when they see the full potential. For instance, pairing our DEK roof rack with the IBEX bed rack and showing lighting, recovery or rooftop tent setups allows dealers to sell a vision instead of a component,” Metcalf explains. “This not only boosts cart size, but it also helps you stand out from shops pushing commodity gear. Plus, there are strong margins in premium modular cargo systems. Capitalize on that.”
Understanding the quality and features of the cargo solutions a shop offers allows retailers and installers to avoid “getting dragged into a race to the bottom with big-box store pricing,” says Feeney.
“You win by selling the difference. Train your crew to talk about UWS’s superior build, premium materials and battle-tested features. That’s how you win customers who want more than ‘good enough.’”
To help with walk-in sales, she suggests placing popular cargo solutions front-and-center in the showroom.
“Inventory is king. Get a display rack in your store and keep crowd-pleasers in stock,” she says. “Nothing sells a toolbox like a customer being able to put hands on it right then and there.”
Good things happen when you build strong partnerships based on real-world data, says Savasta.
“A truck bed toolbox is a significant investment, and with so many choices, I suggest making a list of the basic toolbox types and going through all of them with your customers, narrowing down to the best possible choice. Your customer will love the consultation and understanding all the options before making their selection. Then, drill down and go through all the benefits, from the added utility, ease of maintenance, the quality of the product’s features and the warranty. I would also take a quick video of your toolbox installations and post them on your social media site—you can use them to show to potential new customers.”
TOOLBOX & CARGO SOLUTIONS
HOT PRODUCT: Küat DEK Roof Rack
FEATURES & BENEFITS: An answer for evolving cargo needs; purpose-built roof rack designed in partnership with Diode Dynamics; built with extruded aluminum; engineered T-slot channels; fully modular design; premium fit and finish; made for modern trucks.
Küat
Craig Metcalf
Automotive Manager
HOT PRODUCTS: UWS Pushbutton Crossover Boxes
FEATURES & BENEFITS: Tough, brand-new, premium boxes built with patented RigidCore foam-filled lids; rock-solid and won’t warp under pressure; QuickStrike pushbutton opens with one tap, ready for action, then locks down tight to keep tools safe and secure.
Lippert/UWS
Kristi Feeney
Director of Marketing – Automotive
HOT PRODUCT: Westin Brute Topsider Toolbox
FEATURES & BENEFITS: Mounts to the truck’s side bed rails; includes open storage space, drawers and organizer options; available in multiple lengths; allows the truck bed floor area to remain open; built in the USA from heavy-duty aluminum; stainless steel T-handles.
Westin Automotive Inc.
Tony Savasta
VP Marketing