How to Fully Cover the Truck Bed Tonneau Market

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

From soft roll-up offerings to hardshell lockable units, the tonneau cover market has a lot to offer owners looking to protect and transport tools or gear in their truck bed.

It’s hard to imagine pickups becoming even more popular than they already are, but with drivers taking them everywhere from the jobsite to the campsite, versatile accessories like tonneaus are becoming even more attractive to customers living life on the go.

While mostly straightforward in appearance, the various features and benefits available on today’s tonneaus means a professional touch is needed to find the right fit for each use case. Suppliers are ready to help with observations on market trends, hot new products and sales steps for shops looking to keep customers fully covered.

PICKUPS KEEP ROLLING

Experts say the tonneau cover market continues to grow in part because the light truck market won’t slow down.

“New pickup truck sales continue to outpace passenger car sales, which keeps driving demand for truck accessories, and tonneau covers (or truck bed covers) are one of the first enhancements a pickup truck owner will typically make,” says Tony Savasta, vice president of marketing for Westin Automotive. “Customers also want a product that will blend with the overall trim and style of their truck.”

Trucks have also become more versatile over the last few years.

“We’re seeing people use them in a lot more ways recreationally,” says Nils Forssman, president of Truck Covers USA. “With more and more people using trucks for adventure travel, camping and more, we’re proud to have a versatile product range that supports all of this. Wherever people go, whether for work or for play, they’re carrying cargo that is important to them.”

Add in commercial uses and it’s easy to see why the tonneau cover market is thriving.

“As consumers invest more in their vehicles, they’re seeking ways to enhance utility, security and value,” says Adam Donahue, senior vice president of sales – truck bed covers for RealTruck. “This has created increased demand for versatile solutions that provide both premium bed protection and the flexibility to carry oversized gear.”

Utility-conscious truck owners want to utilize every inch of their vehicle, says D.J. Potter, CEO of Sawtooth.

“The market is demanding more modularity and utility from bed covers than ever before,” he observes. “Customers want functionality that keeps up with their lifestyle—not one that forces them to work around it.”

Adventure activities such as camping and overlanding are driving factors in many tonneau purchases, says Matthew Konkle, creative content managing editor for Quadratec.

“During COVID there was an unprecedented spike in those segments, and it just keeps growing larger each year—fueling demand for truck products like bed protecting tonneau covers,” he notes.

The products are particularly suited to outdoor lifestyles.

“Truck owners are looking for solutions that let them seamlessly transition between work and play—protecting tools during the week and carrying gear like bikes, kayaks or camping equipment on the weekend,” says Sara Ford, marketing manager for TrailFX.

Tonneaus are also versatile, helping them appeal to a wide customer base.

“With rising theft rates and more people storing gear in their trucks, secure tonneau covers are in higher demand,” says Justin MacLauchlan, director of marketing for EGR USA. “Tonneau covers are also seen as a styling element. Drivers want a sleek, clean look that matches modern truck aesthetics.”

The outside factor most driving the market is options, says Scott Moyer, director of marketing for Dee Zee.

“There are a lot of tonneau solutions on the market, but each user has unique needs,” he says.

Tim Watts, vice president of sales for Rough Country, notes that increased consumer demands have prompted tonneau cover designs that:

• Work with OEM and aftermarket systems, such as trail gear or overlanding rigs.
• Offer flexibility between secure storage and open bed access.
• Incorporate smart tech like remote operation and or lighting.

“This need for versatility and customization has been bolstered by the rise in outdoor and active lifestyles, especially post-pandemic,” he says. “More buyers are using trucks for camping, biking and travel—all of which call for gear that’s rugged, modular and integrated.”

SHARE YOUR KNOWLEDGE

While tonneau covers may seem like a simple product, Forssman explains that buying one is a big decision for many customers.

“We aim to have them fully supported through every step of the process,” he says. “There are so many options out there on the market and even within our own product line, so it is really important to get a sense of what specifically the customer is looking for at the beginning of the process. From there, we also see some struggles with installation, so we place a huge priority on ensuring that our dealers are equipped to install our products correctly and give customers both peace of mind and education during this process.”

How the vehicle is outfitted is an important piece of the puzzle.

“A common mistake is not realizing what other truck accessories are on a customer’s vehicle, like racks, track systems or bed caps,” says Konkle. “Sometimes it is a customer issue, because someone wants to purchase a certain tonneau cover while not understanding if it will fit correctly. Sometimes it is a salesperson issue by recommending a popular tonneau that may or may not work on a bed. It can all be easily avoided by just taking a few minutes and talking through things with the customer.”

Gathering knowledge from the customer benefits the seller as well.

“When shops skip assessing the customer’s needs, they miss a chance to recommend features the customer may not even know exist,” Ford notes. “Many truck owners come in thinking they need a basic cover for weather protection, but with the right questions, a shop can reveal how a more advanced option could better support their lifestyle.”

Donahue recommends tailoring the experience to the customer’s specific needs.

“On the sales side, many associates default to recommending their personal favorite rather than actively listening and presenting the best-fit solution—missing the opportunity to upsell based on true value and function,” he explains. “On the installation side, improper fine-tuning—such as failing to shim rails or make necessary adjustments—can lead to fit issues and customer dissatisfaction.”

Potter warns against overlooking the customer’s lifestyle.

“Too often, shops recommend a tonneau based solely on looks or price without considering how the truck will actually be used,” he says. “A contractor hauling tools and lumber has different needs than a camper loading coolers and tents.”

If the vehicle isn’t present at the time of purchase, Savasta recommends asking about other potential bed accessories customers may fail to mention, such as toolboxes or tailgate guards.

“Those items will factor into which tonneau cover is compatible,” he says, adding “don’t leave out walking the customer through the features and operation of the cover so they’ll know they have made the best choice for their requirements.”

And, if the vehicle is present, “make sure you measure the bed,” he suggests. “I know it sounds obvious, but customers don’t always understand which bed they have when you ask them.”

For new customers particularly, there’s value in positioning the tonneau cover as part of a larger system.

“Too often, the sale is treated as a one-and-done transaction, rather than the beginning of a relationship,” Watts notes. “By not exploring how the customer uses their truck—whether for work, recreation, overlanding or daily driving—shops miss out on the opportunity to offer complementary products like bed racks, cargo management systems, tailgate assist kits or lighting solutions. This approach not only ensures the customer gets the most functional setup but also opens the door to future sales and long-term customer loyalty.”

After securing the sale, professional knowledge and experience can then ensure the perfect fit and function.

“Installation is a significant value-add during the purchase and shops can continue to capitalize on that service,” Moyer says.

Once in the work bay, it’s important to remember each cover has its own set of installation processes and procedures.

“A common issue shops face when installing tonneau covers is skipping or skimming the instructions and assuming the process is the same as other covers. This often leads to improper wiring or ECU setup on electric covers, or missing steps during cover installation, which leads to backtracking on the install,” says MacLauchlan. “Another frequent mistake is neglecting key calibration steps, such as setting travel limits or enabling lockout features—critical for safety and performance. Additionally, installers sometimes overlook the importance of squaring and leveling the side rails, which can cause the cover to bind or jam. Taking the time to carefully read and follow each step of the installation guide ensures a proper fit, smooth operation and satisfied customers.”

ENJOYABLE JOURNEY

Working with tonneau clients begins with their future plans.

“Placing the customer first and understanding their journey always has positive ripple effects for every business,” says Forssman from Truck Covers USA. “Understanding what the customer is looking for and being able to offer them unique solutions from our product line that match their needs will lead to more conversions. And, we have seen that word of mouth travels fast and a lot of our continued sales come from positive interactions and placements with our dealers.”

Rough Country’s Watts recommends selling the lifestyle and not just the product.

“Focus on how the cover enhances the customer’s truck experience—whether it’s keeping gear dry on a weekend adventure, securing tools for work or giving the truck a sleek, upgraded look,” he says.

Qualifying questions can include:

• How often do you haul gear?
• What kind of gear?
• Do you need quick bed access?
• Are you planning to add additional accessories like a rack system or lighting?

“This consultative approach positions your shop as a solutions provider—not just a parts installer—and builds trust that drives both initial sales and repeat business,” Watts adds.

Potter recommends building excitement and focusing on possibilities.

“Show them how a solution like Sawtooth adapts to their cargo, weather and daily needs,” he says. “Reframe the conversation around possibility. Use lifestyle-based sales language, share demo videos and display real use-cases in-store. Customers don’t just want ‘a cover’—they want the freedom to use their truck the way they want.”

One of the biggest keys to increased sales is an educated, engaged sales team.

“The more a salesman knows about tonneau covers—things like product materials, weatherproofing ability, ease of installation, features of hard versus soft roll-up covers, etc.—the easier it will be to overcome sales objections,” says Quadratec’s Konkle. “It isn’t enough any longer to just rap your knuckles on a hard cover and say this one is the best. Confidently discussing tonneau cover features and benefits with a customer is a proven service that eliminates buying hesitation and boosts conversion rates.”

Businesses will want to know the products they carry inside and out.

“Shops should continue to be well-versed in the large variety of tonneau covers on the market and ask WDs or manufacturers directly for sell sheets, training opportunities and ways to get exposure to new product releases,” says Dee Zee’s Moyer.

Meanwhile, customer education can come in the form of showroom units offering the chance to interact with the products.

“Having in-store displays or an installed tonneau cover on a shop truck creates a hands-on experience for customers,” says Ford from TrailFX. “Many shoppers don’t fully understand the differences between covers until they can see, touch and operate them in person.”

Dedicated in-store displays should features the most popular styles (soft roll-up, hard folding, retractable), paired with clear signage highlighting key benefits, says Donahue from RealTruck.

“Train sales staff to lead with lifestyle-based questions like, ‘Do you use your bed for tools, gear or groceries?’ to recommend the right cover for each customer,” he advises. “These in-store-only personalized shopping experiences set retailers apart from online browsing.”

Westin’s Savasta says tonneaus are feature-rich products that deserve an in-depth discussion prior to purchase.

“Be sure to order our product displays for your showroom so you can show the customer the difference in our tonneau covers. Ask your sales rep about our four-in-one tonneau display, which shows off all of our truck bed cover styles. Also, leave a little extra time to go over the tonneau operation with the customer after the installation. The extra customer care will go a long way in building trust with your customer for the next upgrade.”

Shops may also want to keep popular models in stock.

“Customers often want immediate availability. Training staff on product features and benefits is also essential, enabling them to confidently explain why one cover may be better suited for a customer’s needs,” says MacLauchlan from EGR USA. “Displaying an installed demo on a shop vehicle or showroom floor helps customers visualize the product and encourages impulse decisions. Bundling tonneau covers with installation services adds value and convenience, making it easier to close the sale. Additionally, promoting manufacturer rebates or limited-time offers both in-store and online creates urgency and drives more conversions.”

TONNEAU COVERS

HOT PRODUCT: Guardian Tonneau Cover
FEATURES & BENEFITS: Dual-panel design and exterior extrusion channel to mount accessories such as crossbars, platform racks and tents with an 800-pound weight capacity; patent-pending Tonneau Hinge Slide top-mounts gear while retaining rear panel access.
Dee Zee
Scott Moyer
Director of Marketing

HOT PRODUCT: Electric RollTrac Tonneau Cover
FEATURES & BENEFITS: Advanced retractable bed cover combining rugged durability with smart tech; integrates with the truck’s factory key fob for seamless locking and push-button control; smart ECU enables smooth, anti-pinch operation; built from heavy-duty aluminum.
EGR USA
Justin MacLauchlan
Director of Marketing

HOT PRODUCT: Tactik EZ Hard Panel Tri-Fold Tonneau
FEATURES & BENEFITS: Clean, low-profile look with vinyl outer layer; three folding hard panels; unique clamping system; aluminum crossbars; theft protection rail; latch design that quickly allows full bed use when folded open, or locks automatically when the last fold closes.
Quadratec
Matthew Konkle
Creative Content Managing Editor

HOT PRODUCT: BAKFlip MX4TS
FEATURES & BENEFITS: Integrated T-slots combine bed protection with the added versatility to mount a rack system for ladders, kayaks, bikes; and other long gear; designed for customers who want security and utility.
RealTruck
Adam Donahue
Senior Vice President of Sales – Truck Bed Covers

HOT PRODUCT: Hard Roll-Up Bed Cover
FEATURES & BENEFITS: Flush, low-profile design with a sleek matte black finish that enhances the truck’s appearance with a stealthy, streamlined look; durable matte black powder-coated aluminum slats that offers long-term protection and a premium look, feel and finish.
Rough Country
Tim Watts
VP Sales

HOT PRODUCT: Chevy Colorado Cover
FEATURES & BENEFITS: Expandable tonneau design stretches up and over large cargo that extends above the bed rails; rolls up and secures easily; built from a proprietary stretch-and-hold textile; steel-reinforced J-hook fastening system; family-run U.S. company.
Sawtooth
D.J. Potter
CEO

HOT PRODUCT: TrailFX Hard Retractable Tonneau Cover
FEATURES & BENEFITS: Durable, sleek design; cargo-friendly features; made from OEM-grade powder-coated aluminum; supports up to 450 pounds of evenly distributed weight; compact canister design maximizes bed space; built-in T-slots accept crossrails.
TrailFX
Sara Ford
Marketing Manager

HOT PRODUCT: Utility Bed Cover
FEATURES & BENEFITS: Released at the NTEA 2025 Work Truck Week in Indiana; premium-grade aluminum cover; locks in two positions to secure cargo in the utility bed while offering access flexibility; keeps cargo safe and secure.
Truck Covers USA
Nils Forssman
President

HOT PRODUCT: Westin Hard Tri-Fold Truck Bed Cover
FEATURES & BENEFITS: Durable aluminum panels; constructed with high-strength aluminum that protects against dents, impacts and weather; secure latch system; easy tri-fold access; weather-resistant seals and moisture drain rail; reversible no-drill installation.
Westin Automotive
Tony Savasta
VP Marketing