What happened after the boom, what’s changing now, and what it means for the gear you buy
If you’ve been around the overlanding scene for a while, you’ve probably noticed something.
A few years ago, it felt like overlanding was exploding overnight. Everyone was building rigs. Roof racks were selling out. Rooftop tents were backordered. New brands were popping up every week. Events and meetups were packed.
Then, things started to level out.
Not disappear. Not collapse. Just… normalize.
This is what happens when an industry goes from rapid expansion into maturity.
And right now, overlanding is in a fascinating place:
it’s bigger than it has ever been, but growth is no longer “vertical.”
Let’s unpack what happened, why it slowed down, and what it means for overlanders and gear brands heading into the next chapter.
The boom: steady growth turned into rocket fuel
Overlanding in North America didn’t start with the pandemic. According to SEMA’s coverage of the segment, the category saw a decade-plus of steady growth, followed by four-plus years of double-digit growth even before COVID hit. SEMA.
Then the pandemic arrived, travel options shrank, and people started looking for ways to explore without airports, hotels, crowds, or rigid schedules.
So they did what adventurous people do. They built rigs.
SEMA describes it plainly: after a short period of early stagnation, the industry experienced nearly two years of “vertical growth” during the pandemic period.
What caused that spike?
The perfect storm:
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Remote work became normal, enabling more long weekend travel
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Domestic road trips surged as international travel became harder
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Outdoor recreation exploded as a safer alternative to indoor activities
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Supply chain issues created scarcity, which fueled demand and urgency
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Social media amplified overlanding as a lifestyle, not just a hobby
If you were building a rig in 2020–2022, you remember this era.
Gear was harder to get. Prices climbed. Used equipment was selling fast. Everyone wanted a setup that looked dialed in and performed on trail.
The reset: the growth didn’t stop, but the acceleration did
Here’s where people get confused.
When growth slows, some interpret it as decline.
But what we’re seeing now is closer to a maturation curve.
SEMA’s view is that “vertical growth” is gone, and the market is now dealing with declining sales compared to the peak, plus heavier competition as more brands fight for the same customers.
That’s normal.
Because once a surge stabilizes, the market moves from:
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“everybody is buying everything”
to -
“buyers are more selective and informed”
And overlanding buyers have become very informed.
Overlanding is not a niche anymore
One of the most important signals that the category is maturing is that participation is now mainstream.
Overland Expo’s 2025 industry reporting (and coverage of it) suggests overlanding participation grew dramatically, with estimates showing around 12 million Americans participating and a jump that’s been described as roughly 50% growth in participation. That’s huge.
It means overlanding is no longer just:
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hardcore trail riders
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long-distance expedition travelers
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DIY off-road builders
It’s also:
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families doing weekend trail camping
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casual adventurers using stock 4x4s
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people who want capability without complexity
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first-time buyers building their first “light overland” rigs
That’s a classic maturity signal: the customer base widens, and purchasing behavior changes.
What changed after the boom?
The overland market slowdown isn’t caused by one thing. It’s a combination of shifts happening at the same time.
1) People already built their rigs
In the boom years, thousands of buyers made big investments:
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racks
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tents
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storage
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fridges
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suspension
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lighting
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recovery gear
Once you’ve built a full setup, your next purchases are smaller:
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upgrades
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replacements
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add-ons
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accessories
That slows the pace of big-ticket sales.
2) The economy cooled discretionary spending
Inflation, interest rates, and general uncertainty have made buyers more cautious. Even the broader specialty aftermarket segment showed slower growth coming out of the pandemic period, reflecting this tightening environment. AutoStyle Marketing+1
Overlanding is still popular, but people are:
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shopping sales more aggressively
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delaying upgrades
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looking for “buy once” quality
3) The market got crowded fast
During the boom, dozens of new brands entered the space. That’s great for innovation, but it also creates pressure.
Now the market is more competitive:
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brands must differentiate
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product quality matters more
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customers expect better design and support
The “easy money” phase is gone.
4) Factory overland capability increased
More vehicles now ship “overland-ready” from the factory, meaning consumers often start with higher capability and add comfort and storage rather than full performance builds. SEMA notes this trend, pointing out that vehicles may not need as much capability modification, but still benefit from storage, camping, and accessory upgrades. SEMA show...
So demand shifts toward:
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racks
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storage systems
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modular add-ons
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easy accessory mounting
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comfort and organization gear
Sound familiar?
That’s exactly where quality rack systems win.
The new phase: steady maturity means smarter builds
The good news?
A mature market creates better products.
When buyers become more educated and selective, companies have to compete on:
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engineering
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durability
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customer experience
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modularity
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thoughtful design
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clean aesthetics
That’s why the current phase is exciting. Overlanding is moving from “everyone needs something” to “people want the right something.”
This is where the strongest brands rise:
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the ones who build for real trail use
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the ones who don’t cut corners
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the ones whose products still look good years later
What overlanders are buying now (and why racks matter more than ever)
As overlanding matures, buyers are prioritizing practicality over flash.
Instead of “build the whole rig at once,” people are building around:
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versatility
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modular systems
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daily drivability
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easy gear access
That’s why rack systems remain a cornerstone product even when big-ticket categories slow down.
A rack is the base platform for:
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cargo expansion
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accessory ecosystems
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tie-down systems
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MOLLE mounting
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quick-mount gear
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future upgrades without rebuilding the rig
In a maturing market, a rack becomes the “core piece” that stays while everything else evolves.
What this means for the industry going forward
If we had to summarize the new reality in one sentence:
Overlanding isn’t shrinking. It’s settling into a long-term lifestyle category.
And that’s actually healthier.
Because long-term categories:
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support recurring accessory purchases
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build stronger communities
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reward quality brands
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create more consistent demand
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fuel innovation through competition
It also means overlanders will keep exploring, but they will invest smarter.
Which is exactly why you see more emphasis on:
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durability
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real-world testing
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secure mounting
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clean systems that work for many use cases
Final take: “steady” is not a bad word
The overland industry’s boom phase was real, and it was historic. But the slowdown is not a crash.
It’s the industry becoming what it was always going to become:
a permanent part of the outdoor recreation and vehicle accessory world.