This article originally appeared in the July 2025 issue of THE SHOP magazine.
Editor’s note: This is the second in a two-part article highlighting the off-road bumper market. Part I, featuring additional manufacturers and suppliers, appeared in the May 2025 issue of THE SHOP magazine.
Today’s aftermarket off-road bumpers have become so prevalent that it seems strange to see an overlander or 4×4 rig without one. Offering appearance, performance and sometimes even safety benefits, the products are often the first step to a full vehicle upgrade.
A variety of styles allow for total customization, with benefits that can include mounting a winch or light bar and/or securing recovery items. Approach angles are improved as well in many cases, accommodating larger wheel and tire setups.
With so many suppliers and products on the market, education is important for professionals looking to meet the needs of local off-roaders. Manufacturers offer observations on the state of the industry, successful sales tips and hot products to give you the leading edge on aftermarket bumper sales.
GET TOGETHER
The current popularity of off-road bumpers can be traced to the burgeoning 4×4 and overlanding markets and the enthusiasts who get together to enjoy an outdoor adventure, sharing tips about exciting products while on the trail.
“Jeep clubs are helping increase the interest in bumpers and the overall off-road market,” says Trina Hemann, marketing manager for RealTruck.
It’s a trend that reaches back to the COVID-19 pandemic, says Matt Konkle, managing editor for Quadratec.
“The sheer number of new people who took up overlanding and off-roading was extremely noticeable—the chance to get out in the wilderness, have fun and enjoy open air with friends and family, while still giving others a good amount of distance, was an overwhelming pull,” he recalls.
Interested buyers quickly outstripped available products—an issue the market still faces today.
“Unfortunately, that demand quickly ran into supply chain issues, shipping delays and a more expensive product, thanks to increased material and labor costs,” Konkle notes. “Those supply issues persist even today and force shops across the country to do a delicate dance of meeting customer needs while trying to still pull a profit.”
Carmakers have quickly recognized the potential of off-road-ready vehicles, further advancing the market.
“As the overland lifestyle continues to grow, many of the OEMs are producing vehicles that are capable of driving on light off-road trails for overland enthusiasts. SUV and CUV makers like Subaru, Honda, Toyota and even Nissan are now offering vehicles marketed toward the overlanding community,” says John Gray, vice president of exhaust and exterior products for aFe POWER. “With that, many consumers want to make their vehicles even more capable and reliable and add protection.”
Economic uncertainty, however, can slow purchases from even the most interested buyers, sometimes forcing shops to pivot with changing market dynamics.
“Inflation and rising interest rates have had a tremendous impact on consumer spending, particularly on discretionary purchases like off-road upgrades,” notes Jesse Brown, vice president of operations for Magnum RT Bumpers. “When economic conditions are uncertain, many customers prioritize essential expenses and put off vehicle modifications, leading to fluctuations in demand within the aftermarket industry.”
KNOW YOUR PRODUCTS
The popularity of the off-road bumpers market has attracted a growing number of manufacturers, meaning shop owners will need to brush up on the offerings from their particular suppliers.
“Be aware of all the products available in the marketplace,” Gray advises. “Many shops and installers do not know that aFe POWER offers products like grille guards, sliders and steps for this market.”
Familiarity with the functions and fitments of the off-road bumpers your shop carries can reduce installation times and help technicians and salespeople compile appropriate packages for different drivers.
“Some shops may not know that the bumper port for the fog light, which fits right in the bumper, will accommodate the OE fog light (except for the Jeep Rubicon). This may cause the shop to charge more for an aftermarket fog light when it may not be necessary,” Hemann observes.
Most shops do a good job matching specific bumpers with a customer’s vehicle and then installing the products if the customer does not feel comfortable doing it themselves, Konkle observes.
“However, following installation, a common mistake is sending the customer out the door without providing much, if any, education on the bumper itself. Things like how to take care of it each season, regular bolt checks to make sure it remains snug, understanding possible airflow reduction or weight gains, what kind of winch will work, where and how to use recovery points, and what happens if it gets scratched up are all excellent questions to work through with a customer before they leave the shop,” he says. “Doing things like this will not only instill customer confidence in the shop but also provides a chance for add-on sales that can increase profits.”
Off-road bumpers are serious, oftentimes heavy-duty accessories. Knowledgeable salespeople and installers can help drivers understand all the factors involved with the products.
“One frequent issue is when shops fail to consider the total bumper weight and how it will impact the suspension,” Brown says. “Heavier steel bumpers can affect a vehicle’s ride height, suspension performance and steering, especially if paired with a winch or additional accessories. Shops that don’t inform customers about the potential need for suspension upgrades, such as stronger springs or leveling kits, may leave them facing handling issues down the road.”
PAINT A PICTURE
When it comes to increasing off-road bumper sales, shops will want to get comfortable with the products and the people who buy them.
“The overland, light off-road market is growing rapidly, and you may be missing out on new customers,” says Gray from aFe POWER. “Attend a local overland event or meet-up to get educated by enthusiasts and become more aware of the products available in different market segments.”
Back at the shop, bundling off-road bumper sales with additional accessories like winches, fog lights, auxiliary lighting and recovery items is a good approach for drivers looking to embrace the overlanding lifestyle, says Konkle from Quadratec. Showroom displays are an effective way to showcase the possibilities.
“Outfit a bumper in the shop and utilize it as a display piece so the customer can see and understand just what, overall, that bumper can offer besides just being a slab of metal on the front or back of the vehicle,” he explains. “Then, give the customer a list of features and benefits on these extra products, and link them all back to how that bumper can provide extra performance, on the road or off-pavement, thanks to this full bundle of products. Also, definitely provide a discount on the bundle depending on what the customer ends up adding onto the purchase. Customers are more likely to reach a purchasing decision when they feel they are getting additional value.”
There’s no substitute for seeing the products in action, says Brown from Magnum RT Bumpers.
“You can potentially increase your off-road bumper sales by showcasing installed bumpers on shop vehicles, customer builds or interactive displays within the showroom,” he advises. “Seeing the bumpers in action—whether in person, on social media or through professional photography—helps customers make informed decisions. Additionally, you should emphasize benefits beyond aesthetics, such as added protection, recovery points and winch integration to drive more sales.”
For adventurers seeking guidance, top shops can view off-road builds as a blank canvas ready for an artist’s touch.
“Overall, it’s important to understand the wide range of bumper options available,” says Hemann from RealTruck. “There is a vast array of styles, from stubby to full-length to winch-ready. With many different styles and designs available, shops need to understand what consumers want and what they are looking for to help them make the best selection.”
OFF ROAD BUMPERS
HOT PRODUCTS: aFe Terra Guard Bumpers & Bull Bars for SUVs & CUVs
FEATURES & BENEFITS: Made in Corona, California, from heavy-gauge steel; designed to bolt on with no drilling or cutting for easy installation and removal; integrated recovery shackle mounts; light tabs to accept many off-road light configurations; winch mount available on some models.
aFe POWER
John Gray
VP of Exhaust and Exterior Products
HOT PRODUCTS: Magnum RT Jeep Bumpers
FEATURES & BENEFITS: Designed for serious off-roaders who demand durability and functionality; built from cold rolled steel and finished with a three-stage powder-coating process; front bumpers are winch-ready and feature the signature angled RT Light Bar Mount.
Magnum RT Bumpers
Jesse Brown
VP of Operations
HOT PRODUCTS: Carnivore Series Front and Rear Bumpers
FEATURES & BENEFITS: Three separate, aggressive looks in full length, mid-width and stubby designs; durable black powder-coated 6-gauge steel construction; precision cut and robotically welded; tow hook recovery points; D-ring mounting locations; accommodate LEDs.
Quadratec
Matthew Konkle
Content Managing Editor
HOT PRODUCT: Rugged Ridge Arcus Front Bumper Without Overrider
FEATURES & BENEFITS: Stubby, winch-ready front bumper without overrider; heavy-duty 11-gauge stamped steel construction with corrosion-resistant satin black powder-coat finish.
RealTruck
Trina Hemann
Marketing Manager