Help Drivers Rise Above With the Latest Running Boards & Steps

This article originally appeared in the January 2025 issue of THE SHOP magazine.

Offering appearance and utility upgrades to nearly any truck, Jeep or SUV, today’s aftermarket step products can help shops get a leg up on the competition.

From lighted and power boards to traditional bars and hoops, there’s a style for any driver. Quality manufacturing makes them durable, and customized brackets and factory mounting designs allow for quick, easy installs.

Often an entry point for larger accessorization projects, the step market makes sense for a variety of shops, including those serving off-road, overlanding and even dealership clients.

Suppliers offer insights into the market, highlighting tips, trends and hot new products to help you rise above.

STEPPING OUT

Traditionally a simple truck, SUV and Jeep entry product, these days running boards and steps do so much more.

“Many customers now use rooftop tents, baskets and cargo boxes on CUVs and even cars. These applications usually require the customer to stand in the vehicle’s door sill to access rooftop gear. Most door sill areas are not designed to be a safe place to stand, especially in inclement weather,” notes John Gray, VP exhaust and exterior products for aFe POWER. “A running board or step on these vehicles can allow the customer to focus on their gear rather than their footing. Not to mention these same running boards or steps help our aging furry friends to safely access the vehicle.”

The systems are equally at home on vehicles used on dirt or asphalt, says Matthew Konkle, content managing editor for Quadratec.

“Customers sometimes believe running boards are only designed for those planning to take their vehicle off-road. In reality, running boards and side steps are perfect for daily drivers all the way to extreme off-roaders,” he says. “These products make it easier to access rooftop cargo or get in and out of the Jeep, and they offer serious protection from accidental scrapes that sometimes happen no matter where you drive.”

As many retailers already know, there is a wide variety of styles and options on the market, meaning understanding vehicle use is a key to success.

“Obviously, the customer wants a step, but is the want purpose-driven or just a look?” asks Tim Watts, VP of sales for Rough Country. “Toe-type hoops give a neat, race-inspired look but don’t provide a full foot platform. Make sure you provide options for both looks and function.”

The idea is to add style and utility to vehicles, says Trina Hemann, marketing manager for RealTruck Inc.

“Many assume customers are only interested in how the steps look, but the truth is that many are looking for practical solutions to improve accessibility and safety,” she says. “Customers should see the highlights of the functionality such as ease of entry or exit, especially for families, the elderly or those with mobility issues. They can be shown the safety features by emphasizing the reduction of falls and added stability getting in and out of the vehicle. Overall, show them the functionality, not necessarily just the aesthetics.”

Expected usage will play an important part in the decision-making process.

“Some consumers may think that all running boards are equally durable and weather resistant. There are a lot of factors that play a role in how steps will hold up in specific environments,” says Jesse Brown, director of operations for Raptor Series. “Make sure to do your research and listen to feedback from customers who have already put their steps to the test to ensure you’re getting a quality step product that will last.”

There are also different price points to consider, notes Sara Ford, marketing manager for TrailFX.

“Customers often believe that higher-priced running boards guarantee better quality, but this isn’t always the case,” she says. “It’s important for shops to communicate the value and features of various products, as many mid-range options offer excellent performance at a more affordable price.”

Versatile offerings help ease inventory concerns and can put common installations on a fast track, says Scott Moyer, director of marketing for Dee Zee Inc.

“SKU count is always a concern to avoid slow-moving inventory. Dee Zee boards have universal lengths for double-cab and crew cab models, and the custom-fit bracket kits are all you need.”

Aftermarket options also allow vehicle owners to break away from a ho-hum factory appearance.

“Some drivers may believe steps from the OEM are the best fit for their vehicle, but there are many aftermarket steps available that are better suited to the customer’s lifestyle,” says Jeff Perez, director of business development for Lippert/ARIES.

Even if the customer’s truck has a step or running board from the factory, they are usually not nearly as appealing or functional as what the aftermarket has available, says Tony Savasta, VP of marketing for Westin Automotive.

“There is always an opportunity to sell an upgraded set of steps. Plus, our customer service department is fully empowered to support any shop with installation or product support.”

UNIVERSAL APPEAL

While it’s true drivers are usually the center of attention, when it comes to running boards and steps, passengers also matter.

“The most common advice we offer is to ask the customer who is going to be riding with them,” says Hugo Baeza, executive director for Romik. “You might be surprised to hear that many times the customer is getting running boards for someone else. Engage the customer and ask them questions to avoid returns.”

Hemann encourages creating “a welcoming environment for both partners, particularly by emphasizing the practical benefits that appeal to everyone involved. Showcase the ease of entry and exit, especially for those who may struggle with height. Consider live demonstrations to illustrate how much easier it is for shorter individuals to access the cab. Frame the conversation around how running boards and steps enhance safety and convenience for the whole family, making it a practical choice for everyone. By making the shopping experience inclusive and informative, you can help both partners see the value in running boards and steps, ultimately leading to increased sales.”

There are also specific activities to consider, Ford notes, such as today’s popular overlanding market.

“Understand that consumers are constantly seeking stylish, functional products that complement their vehicles and lifestyles, like overlanding,” she says. “This can help retailers position their offerings more effectively.”

It may come as a surprise to some drivers that step products can be considered a customizing accessory.

“Be mindful that each customer has their own unique style and carry a diverse range of styles with multiple features,” suggests Perez.

Something unique may be just what that next driver is looking for, Savasta says.

“Every customer has their own vison of how to customize his or her truck, and this means more satisfied customers. Steps are also a great way to introduce your customers to functional accessorizing.”

ADDED FEATURES

While customers value the vehicle access step products provide, professionals often appreciate the quick turnarounds they deliver.

“Most running boards and steps are not too difficult to install, allowing the shop a positive revenue stream, and should not void the manufacturer’s warranty,” says Gray.

Technicians can quickly get up to speed on the latest models.

“Specific to our Power Boards, a common misconception is that they are difficult to install,” says Watts, noting that with retractable boards, ground clearance is also not an issue. “To the contrary, they are very easy to install and work with a simple magnetic relay that does not require tapping into the OBD-II port.”

However, shops should realize that different systems install differently, says Westin’s Savasta.

“The brackets and step alignment details change depending on each truck and step combination. There are many configurations. Only looking at the pictures isn’t always enough— it’s important to read the installation instructions,” he says.

Quick, easy installations also make step products attractive to local wholesale clients, says Chris Walls, new product development coordinator at The Wheel Group.

“Running boards and steps are a common part offered by dealerships and car sellers. Shops can develop a reliable workflow and partnership from neighboring car sellers and dealerships. These businesses need the help of local shops to make sure their vehicles are accessorized and appealing to their customers,” he says. “Offering installations on running boards and steps gives a shop the opportunity to build that relationship, which in turn leads to dealership recommendations as well as other work they may need in the future.”

Romik’s Baeza notes that dealership pitches can include premium model retailers.

“Don’t be afraid to sell running boards for high-end luxury SUVs,” he recommends. “Customers with Audi, BMW, Land Rover and Jaguar models are all looking for alternatives to the factory offerings.”

And for the rare driver who’s unfamiliar with today’s step products, a simple showroom display goes a long way.

“Put a running board on a peg board so the customer can touch and feel the product,” Moyer suggests.

Such displays help customers understand the difference in available products, notes Brown.

“Ensure that you have current displays in your showroom that educate your customers on what will work best for them. Without this, you’re leaving them in the dark and assuming that they know what they need ,which can result in dissatisfaction in the end.”

Konkle names “profitability, cross-promotional ideas and an expanded customer base” as benefits for shops that sell and install step products. It also helps them build strong supplier relationships, he adds.

“By offering these products with a high-quality installation, a shop can gain access as an authorized installer on a manufacturer’s website, ensuring staff have quick access to the most recent product features and installation techniques, unique marketing opportunities other shops may not receive, warranty benefits that go above what a manufacturer usually offers, and a first buy chance at the newest running boards or side steps before anyone else.”

FUTURE STEPS

When selling step products, Gray from aFe POWER recommends broadening your search for clients.

“Be aware of the products available in different market segments. Educate your customers on the benefits of steps to access lifted vehicles and the added protection to the body panels,” he says. “Some steps can also be used for multiple jacking points for changing a flat tire or making repairs.”

Walls from The Wheel Group recommends gathering intel to stay on the cutting-edge of product development and market trends.

“Have an open ear to what is out on the market—what is becoming popular and what isn’t. The thing about steps is now the market offers advanced options like our E Power board step, as well as some outdated options as well. Either way, there is enough out there to fit a customer’s wants and needs,” he says. “Knowledge and awareness of the market and its offerings will make you a better salesperson and help you service the customer.”

Share that knowledge with your technicians and sales staff to make your shop the local step product expert, says Konkle from Quadratec.

“A shop can put running boards or side steps on every vehicle in the place, but if a customer comes in looking for certain features and benefits, then the sales staff needs to be able to competently answer those questions. They can’t just make something up. That’s why education will always be important, and that education should never just be a one-day process,” he says. “The odds of a sale exponentially increase if staff can demonstrate the latest products and provide accurate bullet point-style information on each one like material build, durability, ease of installation, traction qualities and color options, plus, best of all, talk about other items a customer can buy that will enhance the look and performance of those running boards or side steps.”

Drivers rarely stop at just adding a step product, says Brown from Raptor Series.

“Usually when someone is looking for running boards or steps, that is just one of many upgrades that they may be interested in for their vehicle. You can always look to upsell with your other accessories that you have on display in your showroom.”

Watts from Rough Country recommends taking a package approach when possible.

“Recognize the opportunity for incremental add-on sales,” he advises. “Floor mats are a natural add-on as they are literally a step away from the running boards. Trail cladding, sill guards, etc. are also easy add-ons and help clean up the entryway, often reviving the look of a truck with some mileage.”

Perez from Lippert/ARIES suggests a few other common add-ons, including bumpers or guards and truck boxes.

Such a multi-product approach also builds customer confidence, notes Ford from TrailFX.

“By providing running board and step installations, shops can enhance their reputation as knowledgeable experts in vehicle customization,” she says. “This specialization fosters trust among customers, encouraging them to return for additional services and products. As a result, the shop can build a strong community presence and become the go-to destination for related vehicle upgrades.”

Drivers are doubly happy when they can get the step products they want, along with add-on accessories that make their vehicle unique and functional, says Moyer from Dee Zee.

“Shops have the opportunity to upsell complementary products and the customer only has to make one stop for installation and let the experts handle it,” he says.

For the retailer, it’s a way to ensure customers have all their needs met, says Hemann from RealTruck.

“When customers come in for steps, they’re already in a buying mindset, making them more receptive to exploring other accessories. It’s a great opportunity to see new floor liners, hood shields, truck bed covers or anything else the consumer didn’t really think they needed walking into the store looking for steps,” she says. “Engaging with customers during the installation process allows for personalized recommendations, fostering trust and encouraging repeat business. Furthermore, by providing a one-stop shop for various accessories, customers appreciate the convenience and are more likely to return for future purchases. Overall, running board and step sales can serve as a gateway to broader accessory sales and a more robust customer relationship.”

RUNNING BOARDS & STEPS

HOT PRODUCTS: Terra Guard Trail Steps & Rock Sliders with Steps for Subaru Outback
FEATURES & BENEFITS: Terra Guard Trail Steps feature a high-grip coating that provides a secure platform to access rooftop storage and gear; true bolt-on accessory; no drilling or cutting to install; Terra Guard Rock Sliders with Step combine a secure platform with side protection.
aFe Power
John Gray
VP Exhaust & Exterior Products

HOT PRODUCTS: Apex Side Steps
FEATURES & BENEFITS: Unveiled at the 2024 SEMA Show; the Apex design offers a rugged off-road look; textured black powder-coat for a secure step; drainage holes on the step pads to avoid buildup; use existing Hex series mounting brackets.
Dee Zee Inc.
Scott Moyer
Director of Marketing

HOT PRODUCTS: ARIES ActionTrac Powered Steps
FEATURES & BENEFITS: Step-within-a-step design; powered running boards provide easier, two-step access for trucks, Jeeps and SUVs.
Lippert/ARIES
Jeff Perez
Director of Business Development

HOT PRODUCTS: QR3 Heavy Duty Side Steps
FEATURES & BENEFITS: An eye-pleasing, traditional tubular design with integrated non-slip nylon pads; quick, no-drill installation process using frame-mounted brackets; powder-coated finish for enhanced durability and corrosion resistance.
Quadratec
Matthew Konkle
Content Managing Editor

HOT PRODUCTS:  6.5-Inch Sawtooth Running Boards
FEATURES & BENEFITS: 6.5-inch-wide step area has serrated reverse-punched holes along the entire length of the board for maximum grip; covered by a limited lifetime warranty on the workmanship and structure and a 10-year limited warranty on the textured black finish.
Raptor Series
Jesse Brown
Director of Operations

HOT PRODUCT: RealTruck AMP Research Powerstep Vision
FEATURES & BENEFITS: Electronic running board automatically deploys when the door opens and will retract after a 3-second delay when the door closes, utilizing a different color light when the steps are deployed and retracted; app-controlled override switch and lighting options.
RealTruck Inc.
Trina Hemann
Marketing Manager

HOT PRODUCTS: The Romik “DRP” System for Romik Truck Running Boards
FEATURES & BENEFITS: Allows customers to choose their desired running board height; patented design allows for four height adjustments—factory setting, -1 inch, -2 inches and -3 inches.
Romik
Hugo Baeza
Executive Director

HOT PRODUCTS: Power Running Boards
FEATURES & BENEFITS: Dual-motor design provides maximum power and reliability.
Rough Country
Tim Watts
VP Sales

HOT PRODUCTS: Body Armor 4×4 E-Power Board Steps
FEATURES & BENEFITS: Dual-motor functionality allows for a clean look and support; retractable steps are gaining popularity with today’s drivers; systems work well without compromising ground clearance.
The Wheel Group
Chris Walls
New Product Development Coordinator

HOT PRODUCTS: TrailFX Overland Steel Running Boards
FEATURES & BENEFITS: Precision-engineered, black powder-coated steel boards designed specifically for each vehicle; hassle-free installation using factory mounting points; vented step area offers a secure surface; rocker-wrap styling protects the underside of the rocker panels.
TrailFX
Sara Ford
Marketing Manager

HOT PRODUCTS: Pro-e Power Running Boards
FEATURES & BENEFITS: Designed for functionality and appearance; automatically deploy when the door(s) open and retract when the doors are closed; seamless vehicle integration; convenience and long-lasting quality; powder-coated aluminum for durability.
Westin Automotive
Tony Savasta
VP Marketing