This article originally appeared in the January 2026 issue of THE SHOP magazine.
Accessorizing with running boards or related vehicle entry products is a popular first step for drivers looking to make their trucks and SUVs more attractive and more accessible. Available in a variety of fitments and finishes, step products offer added convenience and protection to off-roaders and daily drivers.
The market continues to support well-built products that match the quality of today’s vehicles while allowing a touch of individual style. Innovative wiring and attachment systems add versatility, helping aftermarket shops maximize potential.
If you’re looking to keep your customers one step ahead with the latest entry products, suppliers have suggestions concerning market direction, sales strategies and hot new running board and step models to watch heading into the new year.
MAKE IT YOUR OWN
It’s easy to see the opportunities available to shops that sell and install running boards and steps.
“The strength of the truck and SUV market gives shops every reason to be optimistic,” says Jesse Brown, vice president of operations for Raptor Series. “We’re seeing consistent demand from customers upgrading to higher-quality, better-fitting running boards—momentum that we expect to carry well into 2026.”
Folks want accessories that match their top-end vehicles, says Tony Savasta, vice president of marketing for Westin Automotive.
“Consumer demand is shifting toward higher-quality, better-designed accessories, creating more opportunities to sell premium products instead of basic entry-level options,” he observes. “Innovations like improved traction surfaces, lightweight materials and modern drop-step designs are driving interest and giving shops more compelling upgrade paths to offer customers. With trucks remaining the top-selling vehicles in North America and owners consistently investing in customization, the running boards and steps category is positioned for steady, healthy growth—making it a strong profit opportunity for shops.”
Product versatility is another key attribute, says Rick Sanchez, director of sales and marketing for Steelcraft Automotive.
“The market for running boards and steps is still strong heading into 2026. The surge in truck and SUV ownership, coupled with customers personalizing their vehicles for lifestyle and family—not to mention the surge in fleet sales—continues to drive steady demand,” he says. “Consumers are looking for products that combine style, convenience and safety. As more buyers choose premium trucks and EVs, the focus on functional, high-quality accessories will only grow—making it a great time for shops to strengthen their running board and step offerings.”
Step products remain a primary product category for drivers of larger vehicles seeking go-anywhere convenience.
“The SUV and truck markets continue to grow, and customers looking for running boards are searching for options,” says Hugo Baeza, executive director at Romik. “Typically, OEMs don’t necessarily offer many options, so this is where professional shops can help customers.”
The products are a desirable upgrade at any stage of the pickup-owning journey, says Sara Ford, marketing manager for TrailFX.
“With major truck redesigns still a few years out, many vehicle owners will turn to the aftermarket to refresh their current models with updated styling and modern features,” she predicts. “Step products provide an easy, low-cost upgrade with no drilling or permanent modification required with a high-impact visual difference.”
Boards and steps make life easier and more fun for users, says Tim Watts, vice president of sales for Rough Country.
“These products deliver immediate, high-value functional benefits—improving vehicle entry and exit, enhancing daily usability and elevating the overall driving experience,” he says. “Few aftermarket upgrades are used as frequently or relied upon as heavily as a step or running board.”
Scott Moyer, director of marketing for Dee Zee, notes that universal designs can save storage space and help close deals.
“Our side steps are universal lengths for extended/double cab and crew cab trucks. The universal lengths reduce on-hand inventory and with the addition of a custom-fit bracket kit, installation is a breeze,” he says. “Our bracket kits also span multiple styles of side steps.”
Jason Cassar, senior product manager for RealTruck, notes that the company has integrated products from the AMP, NFAB and Go Rhino brands, making running boards and steps one of its largest product categories.
“With a heavy focus on this space, we will be bringing new designs, materials and function that customers can be excited about in the years ahead,” he says.
SOMETHING FOR EVERYONE
When it comes to selling running boards and steps, Ford recommends highlighting their utility.
“Many customers assume step bars are mainly cosmetic or only necessary for lifted vehicles when, in reality, they provide added accessibility, safer entry and exit, and protection from road debris on a wide range of trucks and SUVs,” she says.
The products’ popularity is also driving manufacturer innovation, says Baeza.
“When a customer walks in with a hard-to-find vehicle, let’s say a luxury SUV, most shops will immediately say ‘No, nothing available,’” he reports. “At Romik, we specialize in these types of vehicles and installing these products is not difficult.”
Cassar says many drivers new to the market may mistakenly believe that “a step is a step,” leading them to be viewed as a “commodity product.”
“At first glance, a lot of these products look similar, but they each provide a slightly different benefit to the customer, so you need to balance your customer’s style with desired function,” he explains.
Sanchez highlights some of the important differentiators.
“Construction materials, coating technology and bracket design make a huge difference in long-term performance and customer satisfaction,” he explains. “Another misconception is that modern trucks require complicated installation, but most of our boards are fully bolt-on, designed for quick, clean installs that save techs time and increase profit margins.”
Retailers and installers can find success broadening their target beyond traditional truck owners.
“SUVs and CUVs can gain significant usability and convenience from a quality step or running board,” says Watts. “Shops that recognize and promote this can better educate customers and unlock additional sales opportunities.”
Brown stresses the importance of understanding the inherent differences between brands and models, noting they should not be treated as interchangeable.
“Each vehicle and customer use case is different—fitment, finish and profile all matter,” he reports. “When shops focus on pairing the right design to the right vehicle, everyone wins.”
Savasta adds that even vehicles featuring factory step accessories are strong candidates for aftermarket upgrades.
“Not all steps are the same. They vary widely in construction, fitment quality, traction, corrosion resistance and long-term durability. They may flex more, rust faster or could be placed in a less-than-ideal location or step height,” he says. “Don’t assume the customer won’t upgrade to better-built products or overlook the long-term benefits. Helping buyers understand these differences can lead to greater satisfaction, fewer callbacks and higher margins.”
SALES ON THE RISE
Romik’s Baeza recommends educating counter people on product availability and using online searches from quality suppliers to track down new vehicles and fitments.
“The government tariffs are making it hard for fly-by-night outfits to compete with established companies,” he notes. “The flow of cheap, low-quality imports is starting to die down. Shops should look at what their local distributors are offering. Educate your staff and be ready to answer questions from customers.”
Moyer from Dee Zee suggests working to become the local boards and steps expert.
“Customers come to your shop because they trust your expertise,” he explains. “They want honest feedback on products, and many would rather have you handle the installation than do it themselves. Tell manufacturers what you need for sales tools to give your customers a full service experience and maybe even capture additional product sales to complete their truck setup in one stop.”
Sanchez suggests representing step products as both a functional upgrade and a style enhancement.
“Shoppers often start with protection products—grille guards, bumpers or fender flares—but once they see how running boards improve accessibility and appearance, they’re eager to add them,” he says. “Shops can boost attachment rates by displaying a demo vehicle or showroom sample so customers can feel the quality and see the finish firsthand. Keep a full-sized nerf bar or running board display in your store that’s easy to access. This allows you to quickly take it to the customer’s truck and hold it up, giving them a clear view of how great it would look. Lastly, partner with proven brands like Steelcraft Automotive that offer strong warranty coverage, fast fulfillment and U.S.-based support.”
Despite their prevalence, Cassar from RealTruck notes that not every driver understands that running boards and steps can be easily added to most pickups and SUVs.
“There are a lot of customers in the market that don’t know what their truck needs. If you have a customer shopping for truck and SUV accessories not specific to this product line, ask them about their vehicle. ‘Does it currently have steps?’ ‘What is their condition?’ ‘Do you or family members ever have any issues getting into or out of the vehicle?’ ‘Do you ever need to easily access the top of their vehicle?’” he says. “Notice that the bottom trim of their vehicle may be getting beat up by road debris, rocks, etc. It may uncover an unmet need they didn’t think about.”
Raptor Series’ Brown says that “nothing sells running boards like seeing them in person. When customers can touch the finish and see how they look installed, it builds instant confidence. A simple showroom display or demo setup can make a big difference in driving more sales.”
TrailFX is among the companies that offer interest-generating hands-on displays, says Ford.
“Having step samples or an installed set in your showroom allows customers to see the finish, feel the stepping surface and understand the quality and stability,” she says. “TrailFX makes this easy by offering 3-foot demo samples of all step products—giving customers the confidence to buy after interacting with the product in person.”
Savasta encourages using eye-catching product layouts, such as those available from Westin Automotive, as entryways into fruitful discussions around vehicle use and driver preference.
“Explain to the customer that the first goal is to tailor their choice for function, so be sure to discuss how the truck is used with your customer, so you’ll match the perfect step to make entry and exit more comfortable,” he says.
In the end, it’s about pairing the vehicle owner with the choice that best meets all their needs, says Watts from Rough Country.
“Matching the right style and functionality to each customer is essential for creating a positive buying experience. While online images are helpful, nothing replaces the impact of seeing products in person,” he says. “We have in-store step displays available by request. Using them—or even having select step systems installed on employee or company vehicles—gives customers a tangible sense of quality, finish and operation that they simply can’t get online.”
RUNNING BOARDS & STEPS
HOT PRODUCTS: Apex Side Step & EXt Side Step
FEATURES & BENEFITS: New EXt Side Step released at the 2025 SEMA Show; non-rusting extruded aluminum designs withstand the toughest weather environments; both step lines have a functional, low-profile design to add a subtle accent that blends with the truck’s design.
Dee Zee
Scott Moyer
Director of Marketing
HOT PRODUCTS: AMP Research PowerSteps
FEATURES & BENEFITS: Electric steps with auto-deploy and retract capabilities; enable easy entry/exit of the vehicle; clean aesthetic look; added ground clearance while the vehicle is in motion; integration through the OBD-II port communicates directly with the vehicle.
RealTruck
Jason Cassar
Senior Product Manager
HOT PRODUCTS: 5-Inch Sport Step Aluminum Slide Track Running Boards
FEATURES & BENEFITS: Offer higher clearance and an aggressive look; full 5-inch-wide step area with punched holes for drainage; 10-year finish warranty.
Raptor Series
Jesse Brown
Vice President of Operations
HOT PRODUCT: RPT-R Running Board
FEATURES & BENEFITS: Designed for pickups; made in Europe; rugged steel construction featuring 11-gauge heavy-duty steel; bedliner-type coating resists scratches, corrosion and wear; 6-inch-wide step surface; supports 450 pounds; height-adjustable bracket system.
Romik
Hugo Baeza
Executive Director
HOT PRODUCTS: Rough Country Multi-Color LED Running Boards
FEATURES & BENEFITS: One-Piece Aluminum construction; corrosion-resistant black coating; integrated LED strip; 234 color options with five preset color and 12 dynamic lighting effects; Rough Country power retractable running boards also currently popular.
Rough Country
Tim Watts
Vice President of Sales
HOT PRODUCTS: PowerGlide Electric Running Boards
FEATURES & BENEFITS: Automatic extension and retraction; no-drill installation with vehicle-specific kits; no magnets.
Steelcraft Automotive
Rick Sanchez
Director of Sales and Marketing
HOT PRODUCTS: A4 Aluminum Step Bars
FEATURES & BENEFITS: Precision-engineered from corrosion-resistant aluminum with a satin black titanium powder-coat finish; deliver lasting durability and sleek styling; unique hexagonal profile, slip-resistant step pads and OE-style installation to provide secure footing.
TrailFX
Sara Ford
Marketing Manager
HOT PRODUCTS: Outlaw Drop Running Boards
FEATURES & BENEFITS: Rugged with solid footing and increased functionality; made a splash at the 2025 SEMA Show; mandrel-bent steel tubing and 16-gauge die-stamped step plates create a strong, secure platform with excellent traction; 4-inch drop for easy vehicle entry and exit.
Westin Automotive
Tony Savasta
VP of Marketing
