Rooftop Tents Provide Overlanders a Room With a View
Interest in rooftop tents continues to soar as new models fit with today’s vehicles & accessories…
This article originally appeared in the September 2025 issue of THE SHOP magazine.
Quality rooftop tents offer a good night’s sleep in the great outdoors. An overlanding staple and often an entryway into full vehicle customization, the units appeal to aftermarket shops looking to provide off-roaders a homey touch at their next base camp.
A variety of setups, mounting systems and features make choosing the right RTT a collaborative effort between enthusiasts and professionals. Meanwhile, their package potential creates repeat customers and promotes add-on sales.
Suppliers are here to help supply the ins and outs of the rooftop tents market, highlighting emerging trends, proven sales techniques and the latest product introductions. Take it all in because, even in the wilderness, drivers often prefer a room with a view.
WIDE AUDIENCE
These days, rooftop tents appeal to a wider audience than just dedicated overlanders.
“Many of the less-hardcore users are the most appreciative of the benefits of a hardshell rooftop tent—the treehouse view and separation from ground critters, fewer parts and less complexity for setup and teardown, and the extra wind and weather protection,” says Chris Horton, senior category manager for Yakima. “All make it more comfortable than a ground tent or even a softshell tent for people that are more timid in the outdoors.”
New users may believe these are complicated systems. Not so, says Kara Thrift, head of growth and marketing for iKamper.
“Our rooftop tents are easy to install, intuitive to use and appeal to a wide range of customers, from weekend warriors to families looking for simpler ways to camp,” she says.
In many cases, the tents fit multiple vehicle models.
“They are not application-specific,” says Charlie Mora, sales manager for Tuff Stuff Overland. “The only limiting factor is the roof rack weight capacity.”
The systems do not require specialized vehicles or tools to install, says Nupesh Patel, new product manager for Overland Vehicle Systems.
“In fact, most models—including ours—are designed for universal roof rack systems and can be installed with basic tools in under an hour,” he says.
That doesn’t mean all RTTs install the same way, however, notes Matthew Konkle, creative content managing editor for Quadratec.
“Installation depends on the vehicle’s rack system, design of the tent base and even vehicle height. And sometimes that may mean special brackets or extra hardware to mount the tent, or even modification of the rack,” he says. “‘Universal fit’ doesn’t always mean ‘universal ease.’ Sometimes, a clean, secure fitment takes additional time and gear.”
The systems may appear elaborate, but most deploy easier than expected, says Ashkan Ghashghai, sales manager, adventure camping for Thule.
“Rooftop tents don’t have to be challenging to set up. Thule spends a lot of time in the R&D process figuring out how to minimize deployment time with our car tents.”
Meanwhile, busy shops will be glad to hear that the latest designs often make ease of installation a priority.
“One common misconception is that rooftop tents are too difficult or time-consuming to install,” says Katherine Abraham, senior manager, B2B marketing for Ironman 4×4. “Our Orion 1400, for example, includes all required heavy-duty stainless steel mounting hardware, and the slotted extrusion base rails are compatible with most crossbars, flat racks and platform roof rack systems. Installation typically takes less than an hour with two technicians and doesn’t require specialized tools or additional bracket kits.”
PART OF A PACKAGE
An enticing trend for retailers is that rooftop tents are rarely a standalone purchase.
“It’s either the thing that the customer needs to finish their epic build or the start of their epic build, so shops should expect a lot of other accessories to be needed.,” says Horton. “Sales will continue over a long period of time as the customer evolves or expands their needs. A hardshell tent is a path to a committed regular customer to your shop if you have the accessories to keep bringing them in.”
Abraham calls them a natural entry point for accessory packages and future vehicle add-ons.
“Buyers who start with an RTT often return for awnings, recovery gear, lighting, drawer systems or suspension upgrades. Many also own multiple vehicles, including pickups, rock crawlers or side-by-sides, which opens the door to repeat business across multiple platforms,” she says. “It’s rarely a one-and-done sale—it’s the beginning of a long-term customer relationship and a pipeline for high-margin accessory sales. Plus, it attracts a broader audience, helping shops diversify their builds and expand their expertise.”
Patel calls RTTs a “gateway purchase to a fully built rig. Shops often see an increase in complementary accessory sales—awnings, rack systems, lighting and cargo solutions—once customers visualize a complete overland setup.”
The need for a secure platform helps with package sales, notes Ghashghai.
“Rooftop tents require a sturdy roof rack system to safely carry the tent and accommodate people inside. Retailers thus become the one-stop shop for consumers to fully outfit their vehicle for an adventure camping experience, from the base rack system to the rooftop tent.”
Mora highlights the upsell opportunities.
“Overlanding customers are brand loyal and want their rigs to be aesthetic and functional,” he says. “Add-on sales include roof racks, awnings, shower tents, camp lighting, wheels, tires, bumpers, side steps, recovery gear and more.”
Thrift notes the systems are “a high-margin product that builds loyalty and drives repeat visits. Customers who invest in a RTT often return for racks, awnings, sleep systems and other accessories.”
And Konkle reveals most customers in this space are ready to spend to get the adventure they want.
“Overlanders have plenty of disposable income. They are definitely willing to invest in quality gear and other vehicle upgrades like lift kits, larger tires, lighting and recovery gear,” he notes. “So, a rooftop tent purchase can easily spin into several additional purchases and present the ability for plenty of return visits.”
TELLING THE RTT STORY
In many cases, the products can literally sell themselves—once consumers are aware of their availability.
“To be successful in the rooftop tent category, consumers must see the product in-store to gain confidence in making a purchase,” says Thule’s Ghashghai.
Overlanders will want to experience all the systems have to offer.
“The tent has to be set up and accessible, people have to see the inside and, ideally, get in it,” says Horton from Yakima. “Tell a story with the display. Put some sleeping bags in there and a book and plug in the interior lights that come with the tent. Set up other add-on accessories like air conditioners, crossbar kits, etc. If it’s on a vehicle, add an awning or boat rack up top, and have a large ground mat with a couple of chairs ready. Show the customer what their camp is capable of—spur their imagination.”
Quadratec’s Konkle recommends setting up all of the accessories as well, including ladders and awnings.
“This kind of display lets a potential customer climb inside the tent and feel out the space, visualize the setup process and determine if it will work on their vehicle,” he says.
Abraham from Ironman 4×4 encourages shops to install a demo RTT on a shop truck or other easily accessible vehicle.
“When customers can touch it, climb inside and see how quickly it sets up, they’re much more likely to buy,” she notes. “And it’s even better if you pair it with a seasonal install promo or bundle it with other gear. Make sure your staff is trained on the key features, because a confident, knowledgeable sales pitch can go a long way in converting interest into sales.”
Tuff Stuff Overland’s Mora says the in-person experience is invaluable to a successful sale.
“Overlanding is an ever-growing industry. Most customers walking through your door will be new to overlanding and making their first purchase. They’ll have done their research online but want to be sure they are making the right decision,” he says. “Being able to touch the material, climb inside and get a feel for the tent will help make them feel confident with their purchase.”
Focus on simplicity and the fun waiting to be had, says Patel from Overland Vehicle Systems.
“Let customers experience the tent. A live demo or in-store display showing ease of setup and interior features helps close the sale. Also, positioning RTTs as a lifestyle upgrade, not just camping gear, drives emotional buy-in.”
The idea, says iKamper’s Thrift, is to “make it tangible. Set one up in your showroom or at events so people can see and climb inside. Once customers experience the quality and simplicity firsthand, it’s an easier sale. And don’t forget to train your team on how to speak to the lifestyle, not just the product specs.”
ROOFTOP TENTS
HOT PRODUCT: Skycamp DLX
FEATURES & BENEFITS: The flagship Skycamp DLX delivers comfort, durability and convenience in a sleek design; sets up in under a minute; sleeps up to four on a king-size mattress; features upgraded RTT Comfort, cork flooring and integrated lighting.
iKamper
Kara Thrift
Head of Growth & Marketing
HOT PRODUCT: Orion 1400 Rooftop Tent
FEATURES & BENEFITS: In-demand model balances rugged durability with creature comforts in a sleek, fast-deploying hardshell design; deploys in under 60 seconds; aerodynamic profile reduces drag and wind noise, even on lifted trucks and heavier builds.
Ironman 4×4
Katherine Abraham
Senior Manager, B2B Marketing
HOT PRODUCT: XD Everest Cantilever Aluminum Hardshell Rooftop Tent
FEATURES & BENEFITS: Available in two- and four-person options; engineered for all-season exploration; ultra-durable aluminum hardshell design; true four-season capability with premium weatherproofing; quick deployment in under 60 seconds; crossbars for gear or solar panels.
Overland Vehicle Systems
Nupesh Patel
New Product Manager
HOT PRODUCT: Smittybilt’s Gen 2 Rooftop Tent
FEATURES & BENEFITS: Durability; expansive interior features a full-size bed with integrated mattress and sleeps three; simplistic setup/teardown with fast-fold design; utilizes 600D ripstop polyester material that protects against most conditions.
Quadratec
Matthew Konkle
Creative Content Managing Editor
HOT PRODUCT: Thule Approach
FEATURES & BENEFITS: Modern, spacious interior with panoramic skylights; sets up in under 3 minutes thanks to a unique auto-deploy design—simply unzip the travel cover and unfold the base.
Thule
Ariana Stover
PR & Communications Manager
HOT PRODUCT: Alpha Hardshell
FEATURES & BENEFITS: Fully assembled and ready to install out of the box; fast, easy setup; built-in LED lighting; comfortable mattress; offered in two sizes.
Tuff Stuff Overland
Charlie Mora
Sales Manager
HOT PRODUCT: SkyPeak HD Hardshell Tent
FEATURES & BENEFITS: Designed as a roof rack system you can sleep in; side T-slots and top crossbar kit; can carry up to 165 pounds on top and up to 75 pounds on each side; accessory attachment setup carries adventure gear; pop-out door frame expands interior shoulder space.
Yakima
Chris Horton
Senior Category Manager
