Going Above & Beyond With Rooftop Tents

This article originally appeared in the September 2024 issue of THE SHOP magazine.

Having been around for a while but bursting onto the scene in large numbers just a few years ago, rooftop tents appear to have real staying power. Offering space savings, functionality and comfort, the systems deliver a safe, innovative way to enjoy the great outdoors.

Manufacturers have watched the industry grow beyond the traditional off-road and overland crowds to encompass a wide variety of adventurers and vehicles. One thing they all have in common, however, is an appreciation for professional recommendations and tips to make their travels safer and more enjoyable.

If it’s time for your shop to begin selling and installing rooftop tents, suppliers are ready with observation on recent trends, suggested sales techniques and introductions for latest product innovations to take your customers above and beyond.

WIDE BASE

There’s consensus throughout the industry that the RTT segment is strong and getting stronger.

“Over the past decade, the rooftop tent market has experienced significant growth and evolution, driven by increased interest in outdoor adventures and overlanding. Technological advancements have led to the development of more durable, lightweight and easy-to-install tents, enhancing user convenience and comfort,” says Nupesh Patel, new products manager for Overland Vehicle Systems. “Manufacturers have introduced innovative features such as improved ventilation, weather resistance and integrated accessories like solar panels and heating systems. The market has also seen a rise in the variety of designs, catering to diverse needs from solo travelers to families, reflecting a broader demographic of outdoor enthusiasts.”

The functionality and comfort the systems provide help them appeal to a broad range of outdoor enthusiasts.

“The rooftop tent market is maturing and gaining acceptance among general campers,” says Erik Flink, director of marketing, eComm and product for iKamper. “RTTs are not just for overlanding.”

Manufacturers continue to see their profile increase throughout the industry.

“We celebrated our 10-year anniversary in 2023 and the biggest change has been the market growth,” says Charlie Mora, sales manager for Tuff Stuff Overland. “The overlanding industry and community continue to grow year over year, and the number of new overlanders we speak to every day entering the market is simply amazing.”

Major market advancements include improved designs and enhanced comfort, says Stuart Christie, brand specialist fort Napier Outdoors.

“Manufacturers have introduced more user-friendly designs, with faster setup and takedown times, lighter materials and better durability,” he says. “Innovations in mattress quality, ventilation and weatherproofing have made RTTs more comfortable and versatile for different climates.”

As the market gains acceptance, special features and innovative designs become important distinguishing factors, says John Gish, general manager for Ursa Minor Vehicles.

“The first tents I ran across were from Hannibal back in 1998, when the U.S. distributor lived down the street from me. They were a tough sell, and even the Autohome was pretty rare, but it was a softshell vs. hardshell decision,” he recalls. “Now that the market is mature, the bulk of the product is imported, making it a commodity. The core features of availability, price and appearance are key points as always, but the unique, cool feature can make the deal—the LED here, the extra windows there, etc.”

Morgan Newlon, director of sales for Roofnest, has also witnessed the arrival of more manufacturers offering different levels of quality.

“There are a lot more RTT brands that have come to market. Some of these are ‘good’ competitors and some are cheap white-label factory brands,” he says. “This has pushed more established brands like Roofnest to build better, more differentiated products, and it has brought pricing down a bit.”

Patrick Bennett, senior product designer for Quadratec, lists recent trends in popular features, including “a dramatic reduction in weight, a changeover from soft-sided bulky tents to compact, lighter and more aerodynamic hardshell shapes, and increased speed of setup and knockdown.”

OUTDOOR TIPS

When it comes to choosing the best setup for each customer, it’s important to remember the products are not one-size-fits-all.

“Not every car and rack system can handle some of the heavier RTTs on the market,” notes Flink.

Christie encourages shops to check “compatibility with your car’s roof rack system” for each project.

Patel also warns against taking a universal application approach.

“Many customers assume that any rooftop tent can be easily installed on their vehicle without considering factors like roof rack compatibility, weight capacity and vehicle-specific mounting requirements,” he explains. “This misunderstanding can lead to installation challenges and potential safety issues, emphasizing the need for professional guidance and proper selection based on the specific vehicle model and intended use.”

There are, of course, differences in the types of tents available, with certain options appealing to certain campers.

“The most common misconception is that hardshell rooftop tents are better than softcover rooftop tents,” Mora observes. “Hardshells have the advantage of faster setup time, but softcover tents are lighter and offer larger sleeping areas compared to hardshell tents of the same size. Softcovers also have more internal support, which is a benefit in high winds or heavy snowfall.”

Gish notes that not all buyers are experienced backcountry campers.

“Many times, customers are not coming from a ground tent—they are adding to or downsizing from an RV or are just jumping into camping for the first time,” he says.

Overlanders are a good place to start, says Newlon, but the tents’ appeal stretches well beyond adventure travel.

“A lot of our dealers who are off-road-focused really key in on the overland customer—and we make great tents for them. But we believe everyone needs an RTT on their vehicle. We sell a ton of tents to compact SUV and Subaru owners. So, being knowledgeable about that ‘base camper’ or ‘general car camper’ is great, because it really opens up your store to a lot more customers.”

And the ability to earn a profit is attractive as well, he adds.

“Another misconception is that RTTs are not worth carrying in-store because they are low margin. Sure, compared to sunglasses or maybe another low-MSRP accessory, that may be true,” Newlon says. “However, the margin dollars are fantastic on RTTs. You have to sell quite a few sunglasses to match the margin dollars off a single RTT sale.”

As such, shops shouldn’t limit their target customers or vehicles, says Bennett.

“Having a good understanding of crossbar options, tent weights and available tent sizes will allow a shop to install a RTT onto almost any vehicle equipped with a crossbar track system from the factory,” he says, “including a sedan, wagon, crossover, CUV, SUV, truck or even a trailer.”

HAPPY CAMPERS

When it comes to the different options available, it’s no surprise that seeing is believing for many consumers.

“The best way to increase sales is by having a rooftop tent on display for the customer to touch and climb into,” reports Tuff Stuff Overland’s Mora. “Our No. 1 customer request is the name of a local dealer with a display.”

Seeing includes setup demonstrations to help customers feel more comfortable with the products, says Christie from Napier Outdoors.

“Many potential buyers might be unfamiliar with the setup process and the benefits of rooftop tents,” he says. “Demonstrations provide an opportunity to educate them on these aspects.”

Quadratec’s Bennett says dedicating the floorspace needed to properly showcase the qualities of a rooftop tent is always worth it.

“Having a usable floor display opened and able to be used by the potential customer is a very powerful tool,” he says. “A smaller two-person tent allows a customer to climb in and get a feel for the size and usability of even the smaller sizes. Usually this can lead to a sale of an even bigger tent and increased profits for the shop.”

With the number of deciding factors available, Gish from Ursa Minor Vehicles suggests having an RTT “expert” or two on staff who can answer questions and make informed recommendations.

“(It helps) having a lead that owns the category—the ‘go-to’ for demos, questions and comparisons,” he says. “AI chatbots and FAQ pages are part of it, but a live expert can move product.”

Add it all up to become your area’s trusted rooftop tent provider.

“Offer comprehensive installation services and personalized consultations. By providing expert advice on choosing the right tent for specific vehicles and demonstrating proper installation techniques, shops can build trust and ensure customer satisfaction,” says Patel from OVS. “Additionally, showcasing tents in real-world scenarios, such as mounted on display vehicles or through engaging social media content, can help potential buyers visualize the benefits and versatility of rooftop tents, ultimately driving sales.”

From there, you’ll want to get the product on the vehicle as fast as possible, notes Roofnest’s Newlon.

“Keep them in stock. We see our dealers sell best if they have it ready to go. This is the biggest competitive advantage against online shopping—besides the install, of course,” he reveals. “If you carry several brands, you might want to focus your assortment to a few key styles that fit your customers so you have what they want when they come in and can close the deal.”

Finally, Flink from iKamper believes that the benefits are not lost on anyone who enjoys the outdoors.

“Sell them to everyone who camps,” he advises. “Once you sleep in a RTT, you won’t go back to sleeping on the ground.”

ROOFTOP TENTS

HOT PRODUCT: Skycamp DLX

FEATURES & BENEFITS: Premium comfort; 4-inch self-inflating mattress; cork flooring; integrated interior and exterior LED lighting; HC Steps padded ladder insert that converts a ladder into a staircase for improved safety and comfort also available.
iKamper
Erik Flink
Director of Marketing, eComm & Product

HOT PRODUCT: Napier Outdoors Model No. 20560

FEATURES & BENEFITS: Durable, weather-resistant tent featuring ripstop polyester canvas and mesh panels for optimal ventilation; includes wall-to-wall foam mattress with washable cover; 6.9-foot aluminum ladder provides safe, easy access; heavy-duty travel cover included.
Napier Outdoors
Stuart Christie
Brand Specialist

HOT PRODUCTS: XD Series

FEATURES & BENEFITS: Includes Sherpa, Lhotse and Everest models; feature an aircraft-grade aluminum shell and a cantilever design for easy setup; made from durable 320G Rip Stop material; blackout interior; high-density foam mattress; aluminum honeycomb base.
Overland Vehicle Systems
Nupesh Patel
New Products Manager

HOT PRODUCT: Lost Canyon Base Camp Bed Rack System

FEATURES & BENEFITS: Available in full and half-cab height designs; allows use of tonneau covers while rack is installed; require no additional bracketry or modification to work with approved bed covers.
Quadratec
Patrick Bennett
Senior Product Designer

HOT PRODUCT: Falcon 3 EVO

FEATURES & BENEFITS: PC/ABS LINE-X-coated upper shell; new, super-burly shell is lighter and more impact-, scratch- and UV-resistant than aluminum; accepts accessory crossbars; includes side-mounting channels; redesigned U-bar increases internal space by over 30%.
Roofnest
Morgan Newlon
Director of Sales

HOT PRODUCT: Alpha Hardshell

FEATURES & BENEFITS: Our No. 1-selling rooftop tent for the past four years; has an ABS hardshell that sleeps three to four people on a comfortable 2.75-thick-mattress; fully assembled out of the box; installs in less than 30 minutes; easy setup; interior and exterior LED lighting.
Tuff Stuff Overland
Charlie Mora
Sales Manager

HOT PRODUCT: B30 Bronco Camper Hardtop

FEATURES & BENEFITS: Incorporates all our Jeep experience into a top specifically designed for the Ford Bronco; lightweight; standing room; easy installation; factory look.
Ursa Minor Vehicles
John Gish
General Manager