Yes or No: The Towing Aftermarket

This article originally appeared in the December 2024 issue of THE SHOP magazine.

The right products, systems and setups are vital to a successful towing experience, meaning many customers turn to professional shops for answers and solutions.

But, sometimes, retailers and installers have questions of their own, including what it takes to successfully serve the growing towing aftermarket. To help, industry suppliers outline some common misconceptions and best practices for serving those looking to hitch up and go—and highlight some hot products to keep an eye on as well.

Is the towing market growing?

YES

A segment of the population will always be in the market for towing-related accessories and service. More than ever, that group includes outdoor enthusiasts.

“We have seen an increase in new families towing and hauling recreational vehicles and toys for weekend fun,” says Melanie Hellwig-White, CEO of Hellwig Products. “Towing things like campers, boats and flatbeds can be intimidating for first-timers. The team at Hellwig Products and automotive shops have a unique opportunity to capture a new audience and help equip them for a safe ride to their next adventure.

Do new vehicle designs affect the towing aftermarket?

YES

Outdoor recreation has become more popular since the pandemic. Carmakers are meeting demand through more technically advanced and capable vehicles. Aftermarket towing product manufacturers are adapting to keep pace.

“We’ve seen a shift in vehicle suspension design from leading manufacturers, increasing the demand for aftermarket suspension solutions,” says Justin Coulter, director of sales for SuperSprings International. “More people are camping with lighter towables and models like the Ford F-150 continue to dominate the light-truck market, making it ideal for newcomers to recreational towing.”

Tim Watts, vice president of sales for Rough Country, sees many towing jobs being performed by half-ton and lighter-duty vehicles.

“There are more people towing medium to moderate loads today and, when set up correctly, most half-ton vehicles are capable and up to the task,” he says, adding shops will want to “make sure you are asking the customer what their towing needs are and make sure that the truck is set up and equipped with the right products to do the job.”

Can aftermarket towing products be considered “high-tech?”

YES

Laurel Brown, national dealer services manager for Air Lift Company, has seen technology in the towing aftermarket continue to evolve at an ever-increasing speed, pointing to the company’s wireless towing cameras and wireless compressor kits as examples.

“As consumers become more comfortable relying on their cellphones and leveraging smartphone technology, we have been able to add more features into our products and provide more value in a smaller footprint,” she explains.

Can aftermarket towing products be considered “cool?”

YES

Many drivers take great pride in the appearance of their tow vehicles. Outfitting them with quality, attractive accessories allows owners to tow safely and securely and look good while doing it.

“The hitch market has changed in the last few years to be somewhat of a fashion show of sorts,” says Brad Pennington, owner of Bradley L. Pennington Hitch Co. “The hitch has historically been a simple utility device, but it has also evolved into ‘truck jewelry.’ Who has the coolest looking hitch? Who has the strongest hitch? Who spent the most money on their hitch? When people walk by vehicles on display in a parking lot or parking garage, what do they see? Why not hang the coolest, most awesome hitch off the back of your pride and joy?”

Should drivers expect a degraded driving experience when towing?

NO

“One common misconception is that air springs ruin the ride quality,” Watts observes. “When properly installed and pressure-adjusted correctly, rear air springs will help assist/compensate for an additional load, but they will not destroy your ride quality. Rough Country also offers an Air Spring Cradle Kit that provides an inexpensive solution to limiting the droop travel of your rear suspension for those who perform multiple tasks with their rigs.”

Do customers always know best when it comes to the towing setup they envision for their vehicles?

NO

Assuming the role of local expert will increase your shop’s standing and can lead to increased sales.

Chad Cole, director of automotive sales for Blue Ox, supports that approach, noting that “one common misconception faced by shops is that all towing products are perceived equally by consumers, which is not always the case.”

Meanwhile, Brown says to not be afraid to make recommendations to customers, even if they are outside of the original inquiries.

“While retail customers are more educated pre-sale than ever, the salesperson cannot assume that the consumer knows everything about a product or category. Typically, they only have surface-level information and are looking for your advice as the professional,” she explains. “By understanding the customer’s use case, you can suggest complementary products to improve their towing experience. They might not be interested in purchasing the product today, but by mentioning it, you have planted seeds for possible future sales and growing your business with this person.”

Should popular solutions be viewed as “one-size-fits” all?”

NO

Coulter uses suspension airbag systems and their alternatives as an example.

“While airbags can be effective, they’re not always the best fit for every customer. Shops should take the time to understand their customers’ needs—whether they’re weekend warriors or towing more frequently—and offer tailored solutions.”

Is it important to be familiar with the brands a shop carries?

YES

The rise of the towing aftermarket has attracted a growing number of suppliers. To cut through the clutter, customers look to professional shops for recommendations on quality and features.

“We have seen an uptick in manufacturers getting into towing accessories and branching into new segments to expand their offerings,” says Luke Stump, director of wholesale for GEN-Y Hitch. “As our market gets diluted by new brands and manufacturers, we must stay on top of innovation and continue releasing new technology to keep our edge sharp against competitive products.”

Are U.S.-made products popular?

YES

Among the market trends witnessed by Cole is an increased demand for American-made parts and accessories.

“This trend is a promising sign for private companies that value customer service and product excellence,” he believes.

Stump says shops can take advantage by showing customers the important differences.

“A product that is truly tested to its max before launch, combined with quality raw materials, will always outlast bottom-dollar imported products,” he says. “Keeping our towing customers safe, educated and on the road is our top priority.”

Pennington says while somewhat higher prices reflect his domestic manufacturing, drivers usually have no trouble recognizing the value.

“The (hitches) just simply are not cheap. But the good thing is the upfitter can make a pretty good margin selling high-ticket items. It just takes people who see the quality in the product to help sell it to the public.”

Can aftermarket shops hope to compete for sales with the internet?

YES

Brown from Air Lift Company says that while internet price comparisons are today’s reality, many retail customers still prefer to visit local dealers because they are seeking a professional opinion on products and brands and typically don’t feel up to the challenge of installing products themselves.

“We try to help shops through our mail-in rebates, which consumers can only take advantage of when they buy our products from a local shop and have the item professionally installed by them,” she says. “We also have a product called Pro Series, which is only available to brick-and-mortar dealers through select distributors and differentiated against the core product that is available everywhere, which allows them to hold better margins and not have to compete directly with internet retailers.”

Pennington suggests creating a display area in your showroom featuring hitch-related products so that customers can see and feel the differences. Savvy consumers will choose quality every time, he believes.

“It will be the last hitch they will ever buy, and, like their grandfather’s old Browning shotgun, it will be something to be proud of for a lifetime.”

Are there upsell and add-on opportunities?

YES

Hellwig-White has seen many shops overlook the opportunity to upgrade sway bars or add helper springs on newer vehicles, for example.

“It’s a little-known fact that many new trucks (even some with tow packages) have a very thin sway bar or no sway bar at all—and it’s likely the owner doesn’t know either,” she says. “It’s a great opportunity to educate them on solutions to uncomfortable, white-knuckle towing experiences—and everyone has had one of those.”

Is it important for shops to cater to the “I want it today” customer mentality?

YES & NO

A safe and functional system is the required end goal for every towing project. Customers should be prepared to wait for the products they need to do it right the first time.

Still, keeping popular items on hand and ready to install helps shops create happy customers.

“When possible, have a great variety of products for the customer to choose from, eliminating missed opportunities,” says Stump from GEN-Y Hitch. “Our most successful shops offer a great variety of brands and products that hit all relevant price points, fitments and features.”

Do professionals need to do their homework to understand the features and benefits of the products they sell and install?

YES

Coulter from SuperSprings explains how shops can boost profits by training their sales teams on the latest towing accessories.

“This way they can confidently discuss alternative solutions and highlight key features based on customer needs. Offering complementary products like weight distribution hitches or our Trailer SumoSprings can also enhance the customer’s overall towing experience.”

Hellwig-White from Hellwig Products recommends starting a conversation to understand each driver’s individual needs and then building on their desires.

“The customer may not realize that the white-knuckle, rocking-and-rolling ride they are experiencing, or the squat in the back of their truck, is not normal and there are products that will help alleviate it. In addition, when customers are coming into shops looking for lift kits, tires and wheels there’s an opportunity to discuss load and sway control products to assure the customer that their vehicle will still handle smoothly after changing the overall ride height,” she says. “Starting a conversation about how the customer’s vehicle drives when towing may open their eyes to issues they did not realize could be addressed.”

Watts from Rough Country suggests starting by asking clients how they plan to use their tow vehicles.

“Take a minute to provide a solid solution for the specific needs of the customer,” he says. “The right products are easily available, and you can be the hero when you get the truck set up correctly.”

When it comes to serving towing consumers, do shops have to go it alone?

NO

Cole from Blue Ox notes that customers first need to know a towing shop exists to take full advantage of the products, services and expertise it has to offer.

“Reach out to your manufacturer representatives about opportunities to be added to a dealer locator or any other referral program they may have,” he suggests.

TOWING PRODUCTS

HOT PRODUCT: Towtal View Wireless HD Camera

FEATURES & BENEFITS: Towable aftermarket camera solution; quick-connect system; IP68 waterproof rated; completely wireless with the use of a suction cup mount with a 5-plus-hour lithium-ion battery; interface broadcasts its own Wi-Fi network with over 100 feet of range.

Air Lift Company
Laurel Brown
National Dealer Services Manager

HOT PRODUCTS: Custom-Designed Receiver Hitches

FEATURES & BENEFITS: Made in Pender, Nebraska; premium textured black powder-coat over e-coat is designed to shield against rust and corrosion; built to rigorous SAE J684 standards.

Blue Ox
Chad Cole
Director of Automotive Sales

HOT PRODUCT: Patented Trailer Hitch

FEATURES & BENEFITS: Fast, easy way to swap to any size ball or step feature; utilizes a proprietary safety locking spring pin that allows it to be switched instantly in less than 3 seconds; made from 300 series stainless steel and aircraft aluminum billet material; self-aligning pins.

Bradley L. Pennington Hitch Co.
Brad Pennington
Owner

HOT PRODUCT: BOSS Adjustable Drop Hitch

FEATURES & BENEFITS: Improves control and safety for towing any bumper-style trailer, whether standard couplers or pintle style; proprietary TORSION-FLEX cushioning technology; offers more than 20 inches of drop and rise; towing capacities from 10,000-32,000 pounds.

GEN-Y Hitch
Luke Stump
Director of Wholesale

HOT PRODUCTS: Helper Spring Kits for Chevy Silverado/GMC Sierra

FEATURES & BENEFITS: Designed to sit on top of the rear leaf springs and work in conjunction with the stock spring pack to effectively increase the level load rating up to the truck’s gross vehicle weight rating; adjustable and easy to install; made in the USA.

Hellwig Products
Melanie Hellwig-White
CEO

HOT PRODUCTS: Rear Air Spring Kits

FEATURES & BENEFITS: Airbags incorporate a robust design featuring heavy-duty, double-convoluted construction with an internal bump stop and standard aluminum bead plates; available as standalone units, paired with a compressor, or compressor controlled via a wireless remote or mobile app.

Rough Country
Tim Watts
VP Sales

HOT PRODUCT: SumoSpring Rebel

FEATURES & BENEFITS: Suspension enhancement system featuring two-piece construction that allows unrestricted wheel travel for uneven terrain and heavy loads; made from durable microcellular polyurethane; provides progressive load-leveling support; reduces rear end sag.

SuperSprings International
Justin Coulter
Director of Sales