This article originally appeared in the November 2024 issue of THE SHOP magazine.
The impact of LEDs and related light sources on the automotive aftermarket is easy to see. Minus the former issues of heat, mounting and wiring challenges, these days you’ll rarely find a customized car, truck or Jeep not carrying some type of added illumination.
From light bars to pod lights and a variety of application-specific systems and setups, lighting solutions offer professional shops a clear path to profits.
From market observations to sales tips, industry suppliers are happy to explain why, when it comes to aftermarket lights and light bars, these days there’s nowhere to hide.
CLEAR VIEWS
There’s no doubting the popularity of aftermarket lights and light bars with today’s off-road, street and track drivers. The reasons, as outlined by Justin MacLauchlan, director of marketing for EGR USA, include:
- Enhanced Visibility
- Improved Safety
- Customization
- Durability for Off-Roading
- Increased Functionality
One benefit is that light upgrades contribute to both the vehicle’s utility and appearance, says Paul Elwell, national sales manager for Putco Inc.
“Additional lighting brings forth many additional use cases for a vehicle and can also contribute to driver safety. Lighting accessories can completely transform the appearance of the vehicle,” he says. “Improving the appearance of a vehicle’s lamps are a major priority of the OEMs, and for platforms with more lackluster OEM lighting it is a major upgrade.”
The “overland look” is one factor driving sales in the off-road market, notes Jason Dreger, product marketing manager for Lumileds.
“Light bars and pod lights have become increasingly popular because they let you venture out in complete darkness and still feel safe while doing it. But along with their practical benefits, they’ve become a styling upgrade as well. The look of LED lights across the grille or pod lights mounted on the cowl signal that the driver is ready for adventure,” he says. “Our Philips LED lighting products are built for enthusiasts that want to enjoy the nighttime driving experience and have the ‘overland look.’”
When it comes to lighting choices, however, a key factor is to not overpower the complete look of the vehicle, notes Justin Hartenstein, director of product development for ORACLE Lighting.
“High-mount light bars generally run the length of the front windshield and project forward to provide additional lighting to users in off-road situations. Because the overall length of the windshield is relatively long (approximately 50-55 inches in most cases), there is a large amount of surface area to provide ample lighting for any situation,” he explains. “Consumers likely want to retain a more factory style or appearance, and our patented integrated design with its molded cowling integrates into the Jeep’s factory roofline.”
Of course, today’s quality offerings not only look good but also provide impressive performance.
“The products are critical for drivers who actually work, race or night ride to give them the output that OEM lights are not capable of producing,” says Steve Jergensen, director of business development for Race Sport Lighting by STINGER.
Drivers appreciate the new thrills they can seek.
“A thought-out and intentional lighting package drastically improves the off-road driving experience at night,” says Adam Watkins, marketing manager for Baja Designs. “Whether in race car applications or on adventure rigs, we’ve designed lighting solutions for any use case to limit driver fatigue and see any obstacles in their path. With our lighting solutions drivers can drive safer, harder and longer.”
Bogdan Durian, president/CEO of Delta Tech Industries, known as Delta Lights, has seen the popularity of aftermarket systems grow since his company first worked on a light bar design with GM officials for the original Hummer H2.
“Everybody loved it and we immediately had people from Jeep asking us for something similar,” he recalls.
Fast-forward to today, when drivers of rugged overlanders and high-performance street and race machines are seeking product offerings that match their levels of style and function.
“Drivers want more than just stock performance—they want something that gets the job done while standing out above the rest,” says Taylor Ulrich, brand manager for KC HiLiTES. “Aftermarket lights and light bars offer better visibility, enhanced safety and, let’s face it, they make your ride look unique and badass. Lighting is one of the best ways that customers can make a personal statement through their rig.”
The performance of quality lighting systems is a big part of their allure, says Matthew Konkle, creative content managing editor for Quadratec.
“The popularity of auxiliary lighting and light bars stems mainly from the enhanced visibility drivers receive from the high-powered LED panels, making off-roading safer during rough weather, at dusk and during nighttime trail exploration,” he says. “Many of these lights have 10,000-12,000 lumens, which can be tailored into a spot or flood pattern depending on the driver’s needs. Additionally, the aesthetics of these lighting products help make the vehicle appear much more aggressive, providing a look many drivers prefer.”
BRIGHT IDEAS
Shining a light on popular misconceptions is an important part of steering customers toward the best solution for their individual application. A top thing to remember is, when it comes to aftermarket lighting, brighter isn’t always better.
“This is why Baja Designs created the Effective Lighting Score, or ELS, to score an off-road light based on four important factors: beam pattern, bendability, distance and output,” says Watkins. “While lumens, or output, is important, its where that output is in the driver’s field of view that matters.”
Konkle has seen examples of poorly planned, overpowered systems in action.
“Someone may want a 50-inch light bar mounted over the windshield frame, cube lights on each cowl and a 20-inch bar on the front bumper. And, sure, all those lumens mean additional brightness, but that may not be exactly what a customer needs and could do more harm than good because of excessive glare and brilliance,” he explains.
Elwell reminds installers that wiring management and correct power choices are also important.
“With advancements in vehicle systems, wiring and logic system integration has become increasingly difficult. A successful shop needs a clear understanding of how the vehicle operates, how the product operates and any implication each unit may have with other functionalities,” he notes. “Improperly installed lighting products can have a greater impact on the vehicle’s functionality than ever before, and this trend will only continue as the OEMs advance their technology in these systems.”
That doesn’t mean the products are difficult to install, however, or necessarily require many vehicle modifications.
“With the right products like our plug-and-play systems and vehicle-specific mounting brackets it’s actually pretty straightforward,” says Ulrich. “The key is selecting quality products that are designed to integrate smoothly with the vehicle’s existing systems.”
Functionality and versatility are attractive selling points, notes Hartenstein.
“Remember, this is a product that is powered off 99% of the time, so providing consumers with features that can be used more frequently makes a lot of sense. For example, our Integrated LED light bar provides customers with both white LED DRL lights and amber LED marker lights incorporated into the design so that these smaller lighting arrays can be used on normal roads, saving the high-powered 20,000 lumens for off-road activities.”
It’s true that lights and light bars deliver tangible benefits when it comes to performance and safety.
“While lights and light bars do enhance the appearance of vehicles, their primary advantage is in functionality, offering improved visibility and safety, especially in off-road or low-light conditions,” says MacLauchlan, noting that the company’s VSL LED Side Lights for Jeep Wrangler, Gladiator and Ford Bronco provide broader visibility and an integrated turn signal for on- and off-road use.
And suppliers can help you highlight the benefits for consumers.
“If you partner with the right brand, displays and programs, stores can turn into lighting center hubs in their local areas,” says Jergensen.
The category’s popularity has brought many manufacturers into the market, including some whose quality can be considered questionable. Top suppliers say shops will want to do their homework to ensure they are offering top-notch products from reputable brands that meet customer demands.
“Once these became more popular, companies flooded the market,” says Durian. “Every day there was a new brand. For some people, all they know are the inexpensive bars. But with the Chinese tariffs, now we have the price advantage, and the quality is indisputable.”
Dreger notes that consumers get what they pay for when it comes to light quality and beam performance.
“With Philips lighting you’re getting the benefit of our OE lighting engineering experience. For example, our light bars are engineered with no screws in the faceplate, so there’s no spots for high pressure water to leak in,” he explains.
DON’T STAND STILL
Lighting is one of the most progressive segments in the automotive aftermarket, with nonstop change occurring due to both product and vehicle innovation, says Elwell.
“It’s important for the shop to keep up with these trends and constantly search for new solutions to offer, while also keeping up with the vehicles themselves for updated product compatibility and vehicle solutions. Shops that succeed carry reliable brands such as Putco that are constantly updating to the latest available technology while prioritizing knowledge and compatibility with the vehicle’s electrical systems.”
Showroom displays and other demonstrations can illustrate just how versatile and powerful the systems have become.
“Lighting needs to be on your signs, your business cards and your services page of your website, and you absolutely must have a lighting display in your showroom that tells your customers ‘Try me, I have the lighting you need,” says Jergensen from Race Sport Lighting by STINGER.
Display areas also help customers understand and feel comfortable with the products.
“Showcase the difference. Set up a demo light wall in your shop so customers can see the light output and build quality firsthand,” recommends KC’s Ulrich. “It’s one thing to talk about lumens and beam patterns, but when they see it in action, that’s what really seals the deal. Don’t forget to offer installation services—make it easy for them to say yes to the whole package. Many customers are afraid of electrical and wiring, but it’s very straightforward these days.”
In-person connections also provide a chance to help customers know and understand the products, says MacLauchlan from EGR USA.
“Educating customers on the various practical benefits of aftermarket lights—such as improved safety, better nighttime visibility and durability in off-road conditions—can further motivate them to make a purchase,” he reveals. “Highlighting real-world use cases and demonstrating the products’ performance in the shop or through videos can help build customer trust and increase overall sales.”
It’s also a chance to relay the products’ origin story, says Durian from Delta Lights.
“Don’t be shy—tell them, ‘These are made in the USA.’ For many people, it’s the most important attribute.”
Of course, educating customers means doing your own homework first, says Konkle from Quadratec.
“The best tip is education. Not only will it inform your sales staff about lighting, but it will make the customer feel more comfortable,” he says. “Shops should ensure all sales staff understand the differences between certain bars and other auxiliary lighting, such as cube lights. They should know how the products mount, whether they require extra brackets or wiring or if they include plug-and-play harnesses. Additionally, educate each customer about the legality of auxiliary lighting and light bars. Many of these lights are not permitted for on-road use, and some may even need covers following installation.”
Hartenstein agrees.
“Another thing to consider is compliance,” he says. “Some states require LED lights to be covered when not in use. This is why ORACLE offers optional lens covers that can be installed for situations where state regulations have this additional requirement.”
Stocking a strong inventory helps create happy clients who can get in, out and on their way, says Dreger from Lumileds.
“Offering a complete line of products is extremely important. Some individuals may want a solid one-piece design light bar, where others may prefer individual pods or multiple small light bars,” he says. “It’s also important to have the right types of accessories for the LED light bars and pod lights. For example, we offer two types of LED wiring harnesses to accommodate different styles of installation. When it comes to selling auxiliary lighting, it’s all about meeting the consumer’s preferences.”
Watkins from Baja Designs agrees, going back to the importance of finding the proper setup for each user.
“‘Best’ is subjective,” he says. “Our S2 Sport is better in a fog light application, but an XL racer is a better distance light. Again, our ELS helps customers understand what each of our lights were designed to do and where they excel.”
LIGHTS & LIGHT BARS
HOT PRODUCT: The LP Series LP6 Pro
FEATURES & BENEFITS: 11,225 total lumens; a collection of six next-generation LEDs; Integrated Peripheral Technology (IPT) for 200 degrees of spread; illuminating Zones 1-5; low and high power modes; choice of amber, red, blue or green backlight options.
Baja Designs
Adam Watkins
Marketing Manager
HOT PRODUCTS: 52-Inch Light Bars
FEATURES & BENEFITS: Available in six different models; include rectangular and round built-in and modular tubular Delta Lights for a wide variety of Jeep, truck/SUV and Bronco applications; aircraft aluminum tubing; vehicle-specific brackets, wiring and harnesses. Also offers headlights – Jeep, classic and military.
Delta Tech Industries/Delta Lights
Bogdan Durian
President/CEO
HOT PRODUCTS: EGR VSL LED Lights
FEATURES & BENEFITS: Exceptional brightness and durability; specifically designed for off-road and low-visibility conditions; provide clear visibility in dark or rugged environments; tough construction withstands harsh conditions such as rain, mud and dust.
EGR USA
Justin MacLauchlan
Director of Marketing
HOT PRODUCT: The Gravity Titan
FEATURES & BENEFITS: A beast of a light bar that blends appearance, durability and performance; technologically advanced with a Titan Optic Core that uses patented Gravity Reflective Diode (GRD) technology with three-source optics; amber dust light.
KC HiLiTES
Taylor Ulrich
Brand Manager
HOT PRODUCT: Philips Ultinon Drive 5000
FEATURES & BENEFITS:10- and 30-inch LED single row light bars; fit Jeep vehicles, ATVs and UTVs; designed with high-power LED chips; built with a high-quality cast aluminum housing, anti-break/anti-scratch Lexan lenses and corrosion-resistant stainless steel brackets.
Lumileds
Jason Dreger
Product Marketing Manager
HOT PRODUCT: Integrated Windshield Roof LED Light Bar System
FEATURES & BENEFITS: Available for Jeep Wrangler JL and Gladiator JT; CAD designed to blend with factory styling; molded cowl is quieter and more aerodynamic; polycarbonate housing matches the styling on hardtop Jeeps; can also be used on soft tops.
ORACLE Lighting
Justin Hartenstein
Director of Product Development
HOT PRODUCT: YELLOWJACKET Warning Light Bar
FEATURES & BENEFITS: All-new design; optical radiance generated by a proprietary Compound Projection Lens; high light output while remaining compliant with FMVSS/SAE regulations and guidelines; Two-Pocket sealing; aluminum base with fins; laboratory tested.
Putco Inc.
Paul Elwell
National Sales Manager
HOT PRODUCT: Generation 2 Stealth Interior Light Bar
FEATURES & BENEFITS: Uniquely mounts inside the cabin; lightweight aluminum, crafty, low-profile design; 90-degree flood beam pattern; dual lighting mode toggles between hyper-white LED panels for long-range visibility or amber LEDs for enhanced clarity; no-drill install.
Quadratec
Matthew Konkle
Creative Content Managing Editor
HOT PRODUCTS: LoPro Series Light Bars
FEATURES & BENEFITS: On- and off-road dual-function capabilities; ultra-high-power off-road white and low-power amber marker/clearance lights; small, lightweight footprint allows for versatile custom installations in locations where most light bars won’t fit.
Race Sport Lighting by STINGER
Steve Jergensen
Director of Business Development
