Taking Suspension Lift & Leveling Kit Sales to the Next Level

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

Editor’s note: This is the first half of a two-part article highlighting the lift and leveling kits market. Part II, featuring additional manufacturers and suppliers, will appear in the September 2025 print issue of THE SHOP magazine and online.

When customers want to take their off-road and overlanding trucks and SUVs to the next level, one modification rises above the rest—lift and leveling kits.

A must-have add-on for vehicles with oversized wheel-and-tire combos, the kits hit the sweet spot for aftermarket shops by being just complex enough that many enthusiasts turn to professionals for purchasing and installation assistance, while not being so complicated that they eat up too many hours in the work bay.

Offering a noticeable appearance upgrade, the kits can also deliver steering, ride quality and drivability benefits for hardworking vehicles. For a deeper look at a market that’s riding high, suppliers offer insights on outside influences, sales tips and hot new products.

DO WHAT YOU LOVE

As many shop owners know, today’s off-road, overland and everyday truck and SUV enthusiasts are more educated than ever about lift and leveling kits, their features and benefits. But that doesn’t mean that professional knowledge, experience and recommendations aren’t as vital as ever when it comes time to buy.

“While there’s so much consumer awareness about the products, customers are still turning to jobbers and retailers that have experience installing kits and modifying vehicles as the local experts,” says Mark Krumme, head of marketing, North America, for Eibach Inc. “Manufacturers are making a concerted effort to give our shops all of the educational tools and lifelines they need to help educate customers on how these products perform. It’s about creating more trust from the end user to invest in better quality products and doing it the right way.”

As technology advances, today’s lifts and leveling kits need to match the versatility of modern vehicles.

“Trucks are increasingly becoming daily drivers, adventure vehicles and workhorses all rolled into one. People aren’t just looking for a truck that looks good—they want something that can comfortably handle heavy loads, tow confidently and perform reliably both on and off-road,” says Alex Hodschayan, director of marketing for SuperSprings International. “This shift is driving the demand for more versatile, high-quality lift and leveling kits.”

Of course, not everyone can afford a new vehicle, meaning there are plenty of preowned options available for upgrades as well.

“The high entry-level cost of new vehicles has been driving a resurgence in the older vehicle platforms, as the cost of new vehicles gets farther and farther away from something a blue collar guy can justify purchasing,” says Brian Shephard, marketing director for RockJock 4×4 by John Currie.

The older projects can oftentimes be easier to execute as well, notes Scott Adcock, creative services manager for Specialty Products Company.

“OE complexity with modern applications has made installation of kits not quite as user install-friendly as in the past with many older vehicles. These well engineered kits can provide a more complete installation, but typically at a higher price point,” he says.

The good news for shops is that, once in the market, the price of the kits will often take a backseat to how they look and perform.

“Consumers are increasingly demanding higher-quality products,” notes Dylan Evans, design engineer for ICON Vehicle Dynamics.

Still, economic factors will always impact the market.

“As it stands today, the economy and fuel prices are the biggest factors affecting the aftermarket suspension business,” says Kelly Davis, CEO of Tuff Country EZ-Ride Suspension.

Justin Lambert, founder of Cognito Motorsports, advises professionals to always keep an eye on:

• Consumer interest rates
• Cost of living
• Inflation

In a competitive market where customers are presented with many options for vehicle personalization, pricing and value play a critical role in purchasing decisions, says Tim Watts, vice president of sales for Rough Country.

“Installing a 6-inch lift kit often goes hand in hand with additional upgrades like larger tires, new wheels and other performance or aesthetic enhancements,” he explains. “Because these purchases are typically discretionary, consumers are sensitive to overall costs.”

UNDER CONTROL

While drivers may first be attracted to lifts and leveling kits because they make trucks and SUVs look better, top shops know the right system can improve the driving experience as well.

“One common issue is shops focusing solely on the visual appeal of added height and larger tires without emphasizing ride quality and overall performance,” says Hodschayan. “Customers eventually notice when ride comfort or handling suffers after the install. Additionally, installation mistakes—like improperly tightening suspension components or incorrect positioning—can lead to avoidable warranty claims and unhappy customers.”

Confidence that the kit will perform as advertised is vital to shops and drivers.

“Selling incomplete, low-quality systems can cause subsequent damage,” says Evans.

Systems designed specifically for the vehicle can eliminate guesswork.

“With regards to the newer Jeep platforms, look to work with a company that offers drivetrain-specific kits,” says Shephard. “There is no ‘one size fits all’ anymore.”

When it comes to kit selection, some cases may involve talking a customer down—not up—from what they initially envisioned.

“The best thing shops can do is identify a customer’s needs versus wants—basically, influencing the customer in the right direction,” says Krumme. “They may come in wanting a super-expensive setup that they won’t ever utilize. That $6,000 off-road racing shock setup they’re asking about may be too stiff or too soft, too tall or too low for the street. If you take the time to consult with them about the use case scenario and what their needs are, and then give your opinion, they will become a loyal and return customer.”

Lambert advises professional installers to take their time and follow installation instructions so as not to miss requirements that can affect product performance and longevity.

“Projects should address inherent needed steering upgrades such as the patented Cognito pitman and idler arm support kit that is a remedy for the GM steering flaw that is still present on late-model GM 2500HD/3500HD trucks,” he says. “Also, the correct ride height must maintain a proper amount of droop travel to preserve the integrity of the ride quality and product longevity. Often, ride height is set too tall in an attempt to clear tires that are too tall or wheels that are too wide.”

Installations will become quicker and easier as the shop gains experience.

“The perception is that installing lift kits is hard and labor-intensive, but in most instances that just isn’t the case,” says Davis. “They can be intimidating, but 90% are simple bolt-on systems.”

As far as specific installation tips, when it comes to replacing a factory strut on an older vehicle, Watts says it’s crucial to determine if a leveling spacer is already installed.

“Secondhand vehicle owners might be unaware of such modifications, especially if the strut and coil assembly have settled due to high mileage or extensive use. Therefore, conducting a visual inspection is advisable,” he recommends. “Many aftermarket factory strut replacements have a slightly firmer rate than the original stock components. When combined with an existing leveling spacer, this can result in excessive lift, potentially leading to handling issues or undue stress on suspension components. To mitigate this, it’s preferable to install a complete loaded strut leveling kit designed to work cohesively, ensuring optimal performance and safety.”

Shops should also be in the habit of checking alignment angles for potential issues before beginning projects, says Adcock.

“Think about the lift and what it’s going to do to alignment angles, and particularly the droop travel needed for optimal performance. Not accounting for proper droop travel not only limits travel but can also put unnecessary strain on the ball joint, potentially causing a failure point,” he says. “Another missed consequence of an improperly lifted vehicle is that it tends to want to ‘wander’ after the lift due to a loss in caster. Many of today’s IFS 4WD suspensions mount the upper control arm at a front-to-back angle. When the suspension is lifted, the upper ball joint not only drops down, but it also moves forward, which causes the loss of caster. An adjustable upper control arm allows the vehicle to be brought back into a specification that provides better driving characteristics.”

PROFESSIONAL ADVICE

While many customers are in a rush to get their vehicle upfitted and hit the road or trail, taking the time to discuss their purchase and their plan in advance is always rewarded.

“The best tip I can give is education,” says Hodschayan from SuperSprings. “Help your customers understand exactly how a high-quality kit improves ride comfort, handling and overall vehicle performance. Use demonstrations, testimonials or before-and-after examples to clearly showcase the advantages of choosing a premium solution like our JBS-101-01 kit. Once customers see and feel the difference, they’re usually sold.”

Of course, that means your team members must do their homework as well, says Evans from ICON Vehicle Dynamics.

“Educate the sales staff to educate the customer,” he recommends, “and learn how to correctly modify a vehicle.”

A little experience can go a long way, says Shephard from RockJock 4×4 by John Currie.

“Educate yourself on how sensitive these new Jeep platforms are to geometry and proper setup and alignment of the lift components to be installed so that you are able to convey the unpleasant drivability changes that lower-end kits can cause,” he advises. “These factors really are the sales tool that assists in selling the top shelf-brand kits.”

Watts recommends the proven Good-Better-Best sales approach for new customers—outlining his company’s entry-level spacer kit, Loaded N3 Strut and Loaded M1 Strut as examples—and then adds a Premium choice as well, referencing the Rough Country Vertex coil-over system.

“This approach helps customers easily compare features and benefits, often leading to higher-value purchases,” he says. “By walking customers through these tiers, shops can help them choose the right kit for their needs—whether it’s budget, performance or premium upgrades—while increasing overall sales and customer satisfaction.”

That can also mean inclusion of all the products required to do the job right, says Adcock from Specialty Products Company.

“Shops should always consider the adjustable upper control arm as part of a properly installed lift kit,” he says. “Explaining the benefits to the end consumer can not only increase overall sales, but also prevent an unhappy and regretful purchase. It’s better to bake in the cost of the arms as part of the kit upfront than to have to deal with fixing an unwanted problem later.

Shops looking to build overall awareness of themselves and their suspension offerings can start by promoting before-and-after videos and demonstrations on social media, says Eibach’s Krumme.

“People want to see before-and-after examples. They create traction in the marketplace and start to build credibility. Do a mini build series on everything that comes through the shop,” he says. “Customers want a reference before they buy anything these days. This is an opportunity to become an unbiased, trusted advisor. You can and should be promoting what’s happening in your shop.”

As mentioned, discussing planned vehicle use in advance can help steer projects in the right direction from the beginning.

“Start by asking the customer how the truck needs to serve them. Then assist the customer in selecting the appropriate modifications to ensure the final product is not going to present any regrets or problems,” says Lambert from Cognito. “Provide value and an excellent customer experience rather than just a transaction, and become a specialist in what you do, not just a salesperson.”

Unsure of which customers might be interested in a lift or leveling kit? Davis from Tuff Country suggests starting with anyone looking to upgrade from the factory wheels and tires.

“Always recommend/upsell a leveling kit when a customer is buying new tires,” he says.

LIFTS & LEVELING KITS

HOT PRODUCT: GM 2500HD/3500HD 3-Inch Leveling Kit
FEATURES & BENEFITS: Tuned front and rear 2.0 IFP shocks; torsion bar keys provide desired front ride height; SM Series Upper Control Arms add caster, correct ball joint angle and feature high-angle Alpha Ball Joint; yields up to 3 inches of front lift; corrects GM steering flaw.
Cognito Motorsports
Justin Lambert
Founder, Head of Company

HOT PRODUCT: INEOS Grenadier 4×4 Suspension Upgrade
FEATURES & BENEFITS: As the OE spring and sway bar manufacturer for the Grenadier, Eibach has the insight on the vehicle to offer a complete kit that works together to improve ride quality and steering; includes steering stabilizer, six spring configurations, four reservoir shock options and adjustable sway bar.
Eibach Inc.
Mark Krumme
Head of Marketing, North America

HOT PRODUCTS: Coil-Over Shock Systems
FEATURES & BENEFITS: Adjustable ride height; advanced suspension performance and ride quality; high-quality manufacturing and components; tunable and rebuildable.
ICON Vehicle Dynamics
Dylan Evans
Design Engineer

HOT PRODUCTS: JL/JT Jeep Kits
FEATURES & BENEFITS: Articulating Johnny Joint rod ends at every point; forged track bar; drivetrain-specific (V-6, 2.0T, EcoDiesel, 392, 4xe, Mojave) options, as they require different springs for different drivetrains as well as different bump stops and rear track bar brackets.
RockJock 4×4 by John Currie
Brian Shephard
Marketing Director

HOT PRODUCTS: M1 Monotube Loaded Struts
FEATURES & BENEFITS: Complete, easy-to-install solution that requires no disassembly of the factory strut to streamline installation; strut valving and coil spring rates engineered for ride quality; struts feature adjustable height with five preset spring seat positions for tuning.
Rough Country
Tim Watts
VP Sales

HOT PRODUCTS: SPC Adjustable Upper Control Arms
FEATURES & BENEFITS: Popular for 2005-23 Toyota Tacomas; patented design; full adjustability for camber and caster; allows proper wheel positioning in the wheel well; arms feature sealed xAxis flex joint bushings with bonded rubber sleeves for NVH suppression.
Specialty Products Company
Scott Adcock
Creative Services Manager

HOT PRODUCT: JBS-101-01 Journey Better Leveling Kit
FEATURES & BENEFITS: Specifically built for 2015-newer 4WD (non-Raptor) Ford F-150 models; partnered with Koni on custom-tuned, twin-tube front shocks with a steel-body design; removable aluminum leveling spacer adjusts front ride height; SumoSprings in the rear.
SuperSprings International
Alex Hodschayan
Director of Marketing

HOT PRODUCTS: Boxed-Style Upper Control Arms
FEATURES & BENEFITS: Aggressive box-style upper control arm; easy to install; reduces stress on the ball joint; allows for proper geometry.
Tuff Country EZ-Ride Suspension
Kelly Davis
CEO