From the Mag: Off-Road Bumpers Make a Strong First Impression

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

Editor’s note: This is the first in a two-part article highlighting the off-road bumper market. Part II, featuring additional manufacturers and suppliers, will appear in the July 2025 issue of THE SHOP magazine.

Today’s aftermarket off-road bumpers have become so prevalent that it seems strange to see and 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.

WIDE APPEAL

Today’s off-road bumpers are suitable for use on a wide variety of truck and SUV models.

“Up until recently, customers were concerned about accommodating the sensors. But now, I think we are past that,” says Tony Savasta, vice president of marketing for Westin Automotive. “We make it pretty clear that everything we build retains the sensors and will not affect the function of the sensors, front or rear.”

Some models can improve safety, says Rick Sanchez, director of sales and marketing for Steelcraft.

“By design, factory bumpers are made to protect the front end of your vehicle, but due to their low-cost construction, they often provide minimal protection. In contrast, our HD bumper offers superior protection that you can see and trust,” he says.

The market’s popularity has attracted many manufacturers, meaning product knowledge for shops is more important than ever.

“A quick search for off-road bumpers often reveals more choices than a customer can digest, many of them homogenous,” says Dan Tourino, vice president of Carli Suspension. “This is good for the customer as, even though it requires more research to sift through, the manufacturers must do more to innovate and separate themselves from the redundancy of market options.”

When it comes to outside factors affecting the market, it’s no surprise suppliers first point to tariffs and material costs.

“Steel prices fluctuate, and with recent tariff changes, manufacturing and freight costs are up across the board,” says Michael Bernard, vice president of Fishbone Offroad. “Shops have to balance pricing with customer expectations, which makes value-driven products more important than ever.”

A tough economy means people having less discretionary income, says Sara Ford, marketing manager for TrailFX.

“With consumers focusing on essential expenses, fewer are buying off-road vehicles and accessories, slowing down sales. This slowdown is mostly due to hobbyists cutting back on spending, plus higher fuel and rising maintenance costs,” she says.

The overall automotive market also plays a role, says Jason Bukolt, director of marketing for Fab Fours.

“Several major factors impact our industry, including budget constraints, safety regulations, technological advancements and economic conditions. Each of these plays a role in the decision-making process when adding accessories,” he says. “The rising cost of new vehicles has led many consumers to keep their existing vehicles longer. While investing in and upgrading a current vehicle has its benefits, many manufacturers rely on new product sales driven by new vehicle purchases.”

Katherine Abraham, senior manager of B2B marketing for IRONMAN 4X4, says while supply chain instability as having an effect, strong market interest continues to drive sales.

“Shifting consumer preferences are affecting demand. The overlanding and off-road adventure boom of recent years (accelerated by the pandemic) has more truck and SUV owners looking to outfit their vehicles for off-highway use. In fact, about 60% of pickup owners buy off-road parts or take their trucks off-road in some capacity, and activities like camping, trail riding and remote work travel have surged in popularity,” she says.

Consumers are seeking bumpers that balance functionality (winch mounts, light tabs, protection) with style and everyday practicality, she continues.

“There’s also a trend toward vehicles that serve dual purposes—daily driver and weekend trail rig—which increases demand for products like our APEX Series that offer rugged features without compromising on-road comfort, aesthetics or safety.”

ATTENTION TO DETAIL

When it comes to selecting the right bumper for every application, it’s risky to make a choice based solely on price.

“The cheapest option may offer the best margin and price tag, which are enticing to both customer and shop alike, but the fit, finish and post-sale support are usually subpar, resulting in more labor than anticipated and less-than-stellar fit or finish longevity,” says Tourino.

Driver education is always the best place to start, says Bukolt.

“Failing to properly inform customers can lead to frustration, vehicle issues and unnecessary expenses,” he explains. “Shops don’t need to upsell just for the sake of selling, but they do have a responsibility to provide guidance and information about the product and its impact on the vehicle.”

Shops can create processes for finding the best fit for each application, says Sanchez.

“One important aspect to consider is the review of instruction sheets. In addition to examining the finished product, it’s essential to inspect the attachment points for strength and fitment. You should also take into account whether the customer wants to retain their tow hooks, factory fog lights and license plate,” he says. “Furthermore, ensure that the bumper can accommodate the vehicle’s adaptive cruise control and front camera features.”

For bolt-on bumpers, installation is usually straightforward, says Savasta. But there are still details to consider.

“I would make sure to allow enough time for two things—one, make sure the alignment is perfect because the customer is going to check the gaps and bodylines when delivering the job,” he suggests. “And two, the electronics should also be perfect—the winch wiring, lighting, sensors, etc., should all be in perfect operating condition. Your customer will notice.”

Bernard says there are always ways to fine-tune a shop’s processes.

“A common mistake is not qualifying the customer’s actual needs. Not everyone needs a full-blown steel winch bumper—some just want an aesthetic upgrade. Matching the bumper to the vehicle’s real-world use case helps prevent buyer’s remorse,” he explains. “On the install side, skipping a dry fit is an easy way to waste time. Checking alignment before torquing everything down saves headaches. Also, confirming sensor compatibility before install can avoid customer complaints down the road.”

Abraham offers a checklist of mistakes to avoid:

• Poor fitment/compatibility checks. “A frequent misstep is not thoroughly verifying that the chosen bumper properly fits the customer’s specific vehicle and trim level.”
• Ignoring sensor calibration and ADAS alignment. “Simply bolting on an off-road bumper without regard to radar sensors, parking sensors or cameras can result in malfunctions.”
• Compromising structural integrity during install: “Installation errors can undermine the very protection a bumper is meant to provide.”

Suggesting complementary items like LED lights or winches can create a “bumper bundle,” says Ford.

“By failing to recommend these essential accessories, stores miss out on additional sales opportunities and leave customers unprepared for off-roading adventures.”

A PLANNED PROJECT

When introducing bumpers to off-roaders, Carli’s Tourino recommends sell the premium options.

“Customers looking to outfit their high-end builds will pay for a high-end option so long as the product offers value for the additional money it commands,” he says. “This leads to a better product that installs easier, fits without modification and boasts features for which end-users are thrilled to pay (i.e. winch integration without loss of front camera, parking sensor integration that doesn’t require adhesives, etc.)”

Customers will drive away happy if they feel their new off-road bumpers enhance their vehicle and its capabilities.

“There are a lot of choices out there, but it always comes back to having an accessorizing plan to present to the customer,” says Savasta from Westin Automotive. “Even if they can’t do everything in one shot, make a plan with them so, as they continue to add products, everything will match, look great and maximize their investment.”

Remember, “accessories sell accessories,” says Bukolt from Fab Fours.

“One of the best parts of being part of a family of four brands is having products that complement each other. It all depends on the customer’s needs and wants, but once they start with something like a bumper, it’s easy to add more,” he says. “Maybe they need a winch to go with it or some recovery gear. As they add weight, an upgraded suspension becomes necessary. All our parts work together, making it the best way to sell them. While certain upgrades may not seem essential at first, they will become necessary over time. It’s best to guide customers toward the products they’ll eventually need rather than waiting for potential vehicle damage due to a lack of preparation or proper upgrades.”

Successful shops position themselves as knowledgeable, value-adding partners, says Abraham from IRONMAN 4X4, with a plan to:

• Educate and enthuse the customer: “Don’t just sell the product—sell its benefits.”
• Provide top-notch installation and after-sale support: “Emphasize to potential buyers that your shop will ensure a factory-quality fit and finish.”
• Showcase your work and leverage marketing channels: “By combining product expertise, quality installation and savvy promotion, a shop can significantly rev up its off-road bumper sales in a sustainable way.”

Off-road sections and showroom displays can allow drivers to discover the products on their own.

“Reach out to your distributor and request displays, catalogs and other promotional materials,” says Sanchez from Steelcraft. “We have pop-up banners that highlight our bumpers along with their features and benefits. Having these tools in your shop will encourage consumers to ask questions and spark their interest.”

One main advantage shops have over online sales is the opportunity to show, and not just tell off-roaders about the products.

“Having a bumper installed on a shop vehicle or a customer’s build makes a sale much easier. Also, bundling bumpers with lighting, recovery gear or skid plates increases ticket size and gets customers thinking beyond just one upgrade,” says Bernard from Fishbone Offroad. “Leaning into social media is key, too. Posting customer installs, time-lapse installs or even quick how-to videos builds engagement and drives interest.”

Having a fully loaded vehicle on-site lets off-roaders picture the bumper’s appearance and performance.

“A display vehicle allows customers to see the complete package in person and visualize how all the components work together,” says Ford from TrailFX. “Seeing the items in action helps customers make quicker decisions and gives them a clearer idea of what they need, ultimately increasing the chances of securing the sale.”

OFF-ROAD BUMPERS

HOT PRODUCT: Ford Bronco Front Bumper
FEATURES & BENEFITS: 12K Warn winch compatibility without blocking front camera; seamless integration of Baja Designs lighting and factory packing sensors; weighs less than 100 pounds empty for minimal effect on the front suspension; high-clearance design.
Carli Suspension
Dan Tourino
VP

HOT PRODUCT: Matrix Series
FEATURES & BENEFITS: We combined our Premium Winch Bumper with our slim-fitting Vengeance Series; winch-ready for up to a 12,000-pound winch; center mount for a 30-inch light bar; side opening mounts for LEDs; available in Full Guard, Pre-runner Guard or No Guard.
Fab Fours
Jason Bukolt
Director of Marketing

HOT PRODUCTS: Toyota Tacoma and Tundra Bumpers
FEATURES & BENEFITS: Toyota truck owners are loyal and love modifying their rigs; bumpers are built tough but designed to integrate with factory sensors and cameras; engineered for easy installation, making them a shop-friendly product that doesn’t eat up labor hours.
Fishbone Offroad
Michael Bernard
VP

HOT PRODUCT: IRONMAN 4X4 APEX Front Bumper Series
FEATURES & BENEFITS: Combines rigorous safety engineering with trail-ready performance; OEM sensor integration; made from high-strength, pickled and cold-rolled steel; improved profile with higher clearance increases the vehicle’s approach and departure angles.
IRONMAN 4X4
Katherine Abraham
Senior Manager, B2B Marketing

HOT PRODUCT: HD Bumper
FEATURES & BENEFITS: Made from diamond plate and Schedule 40 pipe for strength; maintain factory tow hooks, fog lights and license plate; convenient receiver; punch plate grille; e-coated and powder-coated for maximum rust prevention.
Steelcraft
Rick Sanchez
Director of Sales and Marketing

HOT PRODUCT: Bronco Winch Mount Front Bumper
FEATURES & BENEFITS: Fits 2021-25 Ford Bronco models; made of full-width Q235A carbon steel; Pre-Runner guard allows for additional LED light mounting; compatible with proximity sensors and Adaptive Cruise Control (ACC); includes two 3/4-inch D-rings.
TrailFX
Sara Ford
Marketing Manager

HOT PRODUCTS: Pro Series Off-Road Bumpers
FEATURES & BENEFITS: Rugged design with slim rear bumpers for reduced weight; e-coated heavy-gauge steel construction; front bumpers are winch mount-capable; provisions for lighting, shackles, sensors and tow hitches; available for a variety of popular truck models.
Westin Automotive
Tony Savasta
VP of Marketing