ADVENTURE VANS
A New Overlanding Market Takes Root
It's no secret that overlanding has been one of the fastest-growing segments in the automotive aftermarket, and as it has gained popularity over time, the market has diversified. This can be seen in the types of vehicles employed as build platforms. Once dominated by midsize Toyotas, the overlanding segment has grown to include Jeeps and, increasingly, fullsize HD pickups with their superior load-carrying capability.
Now, yet another vehicle type has entered the sector, and it has ushered a new generation of backcountry enthusiasts into the pastime of overlanding. Known as adventure vans, camper vans or, occasionally, "glamper" vans, these vehicles represent a fast-growing segment of the overlanding market and offer a potential new revenue stream for aftermarket outfitters looking to partner with existing van builders, for established coach builders looking to diversify their product lineups, or for startups looking to capitalize on new opportunities in a fresh market.
For the purposes of this article, vehicles referred to as "adventure vans" generally fall into the category of Class B motorhomes. They are smaller in size—typically 17–23 ft. in length—and generally less luxuriously apportioned than the more expansive Class A and C motorhomes manufactured by companies such as Winnebago and Thor Motor Coach. Also, unlike their larger counterparts, they utilize existing OE light-truck chassis and bodywork, making them a more attractive alternative for consumers on a budget. They're also more economical to own, thanks to better fuel economy, and their smaller size makes them easier to maneuver and park.
In the North American market, the preferred platforms for these vehicles are typically 1-ton Ford Transit, RAM Pro Master or, most commonly, Mercedes Sprinter chassis, all offering all-wheel drive as the standard drive configuration, and base prices for these vehicles in stock (unmodified) trim start in the $45,000 range. Fully equipped, an outback-ready unit can list for six figures, so this segment represents a potentially lucrative source of income for businesses in the specialty-equipment market.
The State of The Market
Whatever their classification, RV sales are at an all-time high. According to a 2021 manufacturer survey conducted by the RV Industry Association, an industry record 600,240 wholesale shipments were recorded in 2021, an increase of nearly 20% since 2017. At present, the adventure van segment alone represents a $16.8 billion global market, a figure that is forecast to reach $24.8 billion by 2027, according to a 2022 survey from Marketwatch.
"The adventure van market continues to grow rapidly," said Scott Brady, Overland Journal publisher, "but the primary markers of success are differentiating features, unique manufacturing processes, or improvements to backcountry performance. Van builders are creating a unique offering or a performance advantage are continuing to garner long lead-times and full production schedules."
"The market has seen rapid growth over the recent five years, with new builders coming online almost every month," said Eric Miller, co-funder of TouRig, a Colorado-based van conversion company. "We're seeing new accessory companies introducing new product innovations that are directly catered towards the Adventure Van consumer. We are also seeing very nice cross-pollination with the outdoor industry, something that for years was somewhat a controversial subject."
"It's my understanding that Class Bs are the fastest-growing segment of the RV market," said Neil Morse, owner/promoter of the nationwide Adventure Van Expo series. "We still have tons of new people coming to our shows that have never seen them."
"It's a market that's really been growing the last few years here," said Oliver Bahr, president for the Americas with Dometic, a manufacturer of products for the adventure-lifestyle market. "The van market has really been growing well for us."
How well? "When we entered the market in 2014, there were around 10–12 real players in the space, excluding the behemoth RV brands," Miller recalled. "Today, there could be as many as 150-plus builders contributing to the adventure van space."
Owner Demographics
According to our experts, adventure van owners tend to differ from conventional RV owners by their desire to travel further afield than what's allowed by a bigger, bulkier Class A motorhome. "All-wheel-drive vans allow access to more remote campsites, hiking trails and similar points of interest," said Brady. "Adventure vans tend to correlate with hikers, mountain bikers and outdoor photographers."
"It's usually an active couple or family," Morse said, with varied outdoor interests: "Biking, skiing, paddle boarding, surfing and the like." Miller concurred: "Our biggest demographic is the outdoor enthusiast with a strong passion for outdoor recreation such as fishing, hunting, biking, skiing, etc."
Despite a sometimes-steep price of entry, the segment exerts a strong appeal on younger consumers. "We get customers in their 20s, but more frequently they're people in their 30s who've been working an office job for 10 years, and now they just want to travel," said Duran Morley, founder and CEO of The Van Mart, a California-based van conversion company.
As a rule, though, the typical adventure van consumer base skews somewhat older. "We generally see a middle-aged consumer with an adventurous spirit looking to enhance their journey through travel," said Miller. "This new category has made the journey as much fun as the destination."
What They Buy
Overlanders have higher-than-average levels of disposable income (see "Backcountry Business Tips," SEMA News October 2022), and players in the adventure van segment can benefit from an enthusiast customer base that's willing to spend plenty of money to customize their vehicles to their exact liking.
"The segment's growth is focused around accessories that improve the capability and appearance of the vans," said Brady. "Lift kits, bumpers, racks and even snorkels abound." Miller agreed, mentioning upgraded suspension packages, larger wheel/tire combinations, rear tire carriers, rear storage boxes, roof racks and ladders as popular items.
Morse similarly pointed to tires and wheels along with "anything battery-powered" such as cellphone boosters, and Bahr mentioned products that offer "modularity—being able to take that freezer, refrigerator or a cooktop from the inside to the outside of the van."
Most of our experts agreed that price is secondary in importance to quality for most adventure van owners, so manufacturers of higher-end componentry can find opportunities for growth. "People are willing to pay for the quality, and they want to make sure that they have the right product for when they're off grid," Bahr noted. "They don't want to be in a difficult position out in the wild."
COVID and Campervans
All of our sources agreed that the outbreak of COVID-19 in 2020 turbocharged growth in the market as locked-down consumers with extra time on their hands looked for recreational opportunities away from crowded spaces. The pandemic "sent [business] through the roof!," Morse exclaimed.
While COVID played a part, Brady also noted that growth "began with the availability of the AWD Mercedes Sprinter," while adding a caveat. "As return to work has increased and financing has become more expensive, we have seen some reduction in growth. In particular, the standard van builders are seeing a reduction in order rates. However, the vans with more bespoke interiors or improved capability are still performing well."
Adventure travelers often utilize social media to share their travel experiences with others, and our panel of experts recommended maintaining a robust social presence to optimize consumer outreach.
"People enjoy a sense of community, and they like to share within that community," Bahr said. "We have a distinct set of users in this side of the business, where they like to share their ideas, they like to share their experiences, they like to show what they've done, what they've built and what they're using. So engaging with that community is a really critical aspect for a brand like us."
Future Challenges and Opportunities
While our experts were optimistic for the near-term future, some expressed concerns about a slowing economy. Morse had an eye out for the consequences of the Federal Reserve's recent inflation-fighting measures given their affect on financing costs. "A rise in interest rates may take some players out of the van market," he said.
Still, most of our experts agreed that the smaller Class-B platform would prove resilient in the face of competition from the bigger vehicle classes. "It's still headed favorably in our direction," Morse said. "We have a very economical and maneuverable platform with the diesel Sprinter. For couples, you can't beat it. You can get into 19-ft. spaces and still have a bed, bath and shower."
"The majority of the growth will come from the brand name offerings as they have access to the dealer networks and financing required for volume sales," Brady said. "The most pressing challenge is chassis availability, with demand for Mercedes AWD Sprinters exceeding allocations. We need more AWD van options from companies like Nissan and RAM."
As bigger players such as Airstream and Thor bring their own Class-B vans to market, our experts agreed that adventure vans' public profile only figures to increase in the near term.
For the future, Morse pointed to electrification as the next big potential growth driver. "I think we need to work on E-vans sooner than later. If we get them into the 400-mi. range (fully loaded), we will see an explosion in the market."
Bahr also noted the future movement "towards self-sustaining power, which has been massive, using solar energy to power the battery packs to then power up refrigerators, cooktops and whatever else may be within the van.
Overlanding Remains a Market Mover; EVs GAIN A FOOT HOLD
››› Besides having the capability to transport their owners to remote areas, adventure vans can also offer all the comforts of home—it all depends on what buyers want, and the size of their budget. Courtesy TouRig
TRUCKS, SUVs & Off-road
As of August 15, 2023
ActionTrax 58018
Advanced Accessory Concepts 58156
Aftermarket Performance Group (APG) Wholesale 61256
Agri-Cover Inc. 55163
Airbag Man 57221
AIR DESIGN 58077
Air Lift Co. 60055
Alloy USA 50027
AlphaRex 55087
American Adventure Lab 56221
American Expedition Vehicles 58151
American Technology Components Inc. 57045
AMP Research 50027
Apex Chassis 57217
APS Auto Parts Specialist Inc. 58021
ARB 4x4 Accessories 54027
A.R.E. 50027
ARK 56015
Armadillo Liners 57153
Armordillo USA 53020
Attica 59205
Auto Speed Auto Parts Co. Ltd. 59012
Auxbeam Lighting Co. Ltd. 59235
AVS 50027
Backrack 50027
BAK 50027
B&W Trailer Hitches 55205
Battle Born Batteries 58007
Bed Buddi 59194
Bedrock Truck Beds 55227
Bedrug 50027
Behemoth Drivetrain 61234
Beijing Sunday Campers Co. Ltd. 12276
BelMor 50027
Bestop Inc. 55063
Better Automotive Inc. 60249
Big Sky Precision 57218
Black Horse Off Road 57185
BlackSeries 59185
Blue Ox 57157
Body Armor 4x4/Tuff Stuff Overland 58099
BODYGUARD BUMPERS 58177
BOLT Locks by STRATTEC 58185
Boomerang Rubber 58249
BringIt Tailgates 60177
BT Fabrication 60253
Bubba Off-Road Recovery Gear 58163
Bullet Liner 57030
BulletProof Hitches 57195
Bullyliner 11632
Bushwacker 50027
Busted Knuckles Mechanical Services 12267
Cal4Wheel 57036
Caliber Inc. 61237
CALMINI-Full-Traction-Hanson-PUREJEEP 60051
Canadian Load Divider Dollies Inc. 61212
CanyonLand Coach 56011
Carbon Shock Technologies 59196
CARR 58044
Chemline Inc. 11426
Circuit Board Medics 59216
Clearlidz 59164
Combat Off Road 58027
COMEUP USA 60079
COSMOR Industries Ltd. 56219
Crazy Industries 59199
C.R. Brophy Machine Works 57037
Crown Automotive Sales Co. 61079
Cruiser Accessories and Rock Tamers 56261
Custom Wheel Solutions LLC 59006
CVF Offroad 60157
Dana Inc. 60087
D&C Designs 58232
Danyang Spedking Auto Parts Manufacturing Co. Ltd. 59010
Dee Zee 55119
DGM Manufacturing LLC 61172
Diode Dynamics 61127
DK2 58039
Dongguan Bowang Photoelectric Co. Ltd. 57010
Dongguan Hawking LED Lighting Co. Ltd. 12784
Donrex-Landace 11448
DPI Off-Road Brands 61051
Drive Products USA 61236
DROPRACKS 59217
DuraFlap 57222
DuraLiner 56129
EarthRoamer 61149
Eberhard Manufacturing 57129
ECOOLOGICAL 58197
EGR Incorporated 57103
Elwell Corp. 55265
ENGO Industries LLC 57026
ETL Industries (Shanghai) Co. Ltd. 61252
Expedition One 60185
Extang 50027
EZ Lee 12975
Fas-Top 59249
FILTERWEARS 58014
FLATED 61195
FlexTread 56189
Flog Industries 59020
Foke Lighting Electrical Ltd. 57220
Foshan Baitai Auto Accessories Co. Ltd. 59221
Foshan Chentong Cable Technology Co. Ltd. 61230
Foshan Hysami Optoelectronics Technology Co. Ltd. 59242
Foshan Jedision Electronic Technology Co. Ltd. 57254
Foshan Kingmoon Lighting Co. Ltd. 12351
Foshan Liweibo Auto Accessories Co. Ltd. 58260
Foshan Nanhai Ginto Lighting Electrical Co. Ltd. 58195
Foshan Shan Shan Electronic and Technology Co. Ltd. 60233
Foshan Sunway Auto Electrical Co. Ltd. 59163
4x4 Accessories & Tyres Ltd. 59227
FOX Factory 55023
Fusion Bumpers 58042
Future Solutions 72001
Gate King 58189
GEN-Y Hitch 57027
Gladiator Cargo Nets 11317
Golight Inc. 57031
Go Rhino Products 55135
Green APU LLC 11628
GRIDRACK 55015
G3 SpA 56213
Guangzhou Audly Electronics Co. Ltd. 12466
Guangzhou Besure Electronics Co. Ltd. 61219
Guangzhou Dongsui Auto Accessories & Spare Parts Co. Ltd. 61152
Guangzhou Maike Auto Accessories Co. Ltd. 58221
Guangzhou Nuobei Auto Part Co. Ltd. 59014
Guangzhou OUGE Electronic Technology Co. Ltd. 57014
Guangzhou OVOVS Lighting Co. Ltd. 58190
GuangZhou Zheyu Technology Co. Ltd. 58258
Hardkorr 61163
Hatchlift Products 11438
Havoc 50027
Headrest Safe Co. 56227
Hellwig Products 56039
Hi-Lift Jack Co. 58043
Hima Lighting 59193
HM4X4 48197
Husky Liners 50027
ICECO 11221
Icon Vehicle Dynamics 56169
IIM CAMPER LLC 55249
IndeedCamping 58252
Inspired Overland 57243
Intradin/TOWKING 57018
Intrepid Camp Gear 56241
Ironman 4x4 58008
iRopes (Anhui) Co. Ltd. 61232
James Baroud 60119
Jii-Power Auto Accessories 60221
JLI Group Pty. Ltd. 12970
Keeper Products 58254
Keg Media 60192
KEKO 56147
Kelderman 56119
Keyline Sales Inc. 11620
KING SHOCKS 60061
Kleinn Automotive Accessories 60107
Klymit 60069
K-MAN Suspension Technology 59241
KSC4x4 60153
KSP Performance 61220
Küat Innovations LLC 58255
Lasernut 58171
Leer Group 57085
LEQUMOD Inc. 12167
Lippert Curt Luverne Ranch Hand Aries UWS 55103
LiquidSpring LLC 58141
LIQUI MOLY 57261
LockNLoad Hitches 11320
Lucas Automotive 59255
LUND 50027
Magnum, A Shyft Group Brand 56233
Mammoth Products 57265
MAXLINER 60137
Max Trac Suspension 56153
MaxxHaul Towing Products 57211
McNaughtans Pty Ltd. 60227
MDC USA 55259
Merritt Aluminum Products 59167
Meyer Distributing 60075
Meyer Products–A Brand of Aebi Schmidt 58020
Mile Marker Industries Inc. 55145
Milford 57249
Mini Monsters LLC 58261
MONSTER4WD 59188
MORryde International Inc. 60149
Morsun Technology Co. Ltd. 60143
mPower Lights 56205
myTop LLC 56163
Napier Outdoors 58165
Neapco- Aftermarket 60193
NETMOTOR (USA) Inc. 60231
N-Fab 50027
Nilight-Znder Inc. 61241
Ningbo ALL-TOP Auto Products Co. Ltd. 61227
Ningbo Beilun Haiyu Automotive Lamp Co. Ltd. 58227
Ningbo Fentol International Commerce & Trade Co. Ltd. 58193
Ningbo Goldy International Trade Co. Ltd. 60237
Ningbo Jingyi Machinery Manufacturing Co. Ltd. 59192
Ningbo Kingone Industrial Co. Ltd. 12982
Ningbo Maoyuan Vehicle Parts Co. Ltd. 57234
Ningbo Melbrio Machinery Co. Ltd. 57255
Ningbo Sanlishin Auto Parts Co. Ltd. 60173
Ningbo United Win Long Co. Ltd. 59259
Ningbo Xianlin Import and Export Co. Ltd. 58216
Nomadic Cooling 61085
Novawinch USA Inc. 58238
N2 Auto Race Inc. 57191
OMAC USA Inc. 61061
Omix 50027
ONLTCO Products Warehouse 57216
ORZ GmbH & Co. 61189
Overland Eagle 58243
Overland Vehicle Systems 61171
Papp Plastics & Distributing Ltd. 57043
Paramount Automotive 56021
Pareto Point Industries 57021
Parkit360 Inc. 60213
Patriot Liner 57009
Pelican Products 60163
The Perfect Bungee & ShockStrap Tie Downs 57019
Pittman Outdoors 57073
PMF Suspension 60095
POP & LOCK 56027
Powerful 4x4 HuaDian 60131
ProTech Industries Inc. 58237
PullRite Towing Systems 57147
Puma Defenders 61199
Putco 58119
Qingdao Hairunkaiyuan Auto Parts Co. Ltd. 12183
Quake LED-Freak Show Builds 60197
Radflo Suspension Technology 57123
Rampage 50027
Ranch, ATC, Jason, Venturous, LoadMaster 58129
RANDYS Worldwide 57169
RealTruck 50027
REDARC 59173
Retrax 50027
Rhino Linings Corp. 57109
Rigid Industries 58085
RinseKit 58217
RoadWorks 50027
ROCKALU 57236
Rock Slide Engineering 57061
Rogue Van Co. 58231
Roll-N-Lock 50027
RubberShox 57232
RucRak Inc. 56255
Rugged Ridge 50027
Rugged Liner 50027
RYD Motorsports 59197
Saber Offroad 57248
Sandy Vans 59260
Sanooer Co. Ltd. 59018
Scorpion Protective Coatings Inc. 55217
SEALIGHT 61253
Shanghai Jinli Special Rope Co. Ltd. 61185
Shanghai Junch Industries Development Co. Ltd. 11553
Shanghai Lantsun Auto Parts Co. Ltd. 11217
Shenzhen Aurora Technology Ltd. 12450
Skyjacker Suspensions 58069
Sloggn Gear Co. 58236
SNO Trailers 61247
Spark Lines Inc. 56195
Spray On Bedliner Depot 56249
Stampede 50027
Steelcraft Automotive 56137
STEER SMARTS 57227
Steinjäger Inc. 58031
Superlift 50027
Supreme Suspensions 57163
Surco Products Inc. 56043
Tackle Tuff 57214
Taiwan Dihshiang Ent Co. Ltd. 58262
Talway Electric Co. Ltd. 60235
3D U Ace 55185
3W Auto Accessory Inc. 58205
Thule 55233
Ticar Industrial Ltd. 58017
Timbren Industries 57119
TITAN Fuel Tanks 58036
Tonneau Buddy 60198
Tonno Pro 50027
Torklift 57212
Totron Co. Ltd. 61226
TowSmart Custom 12273
Trailer Valet 60101
TRAIL FX 57051
Transfer Flow Inc. 56033
TRE 4X4 Productions 57205
TRIMAX LOCKS 56185
TRIM-LOK Inc. 59022
Triple-R Lights 58213
Truck Covers USA 57141
Truck N Cover 61095
Truxedo 50027
Turtleback Trailers 57233
TYRI Lights 57135
UnderCover 50027
UNOFFICIAL USE ONLY 61213
Uriah Products LLC 58016
USA Diesel 11442
USA Osomemall Inc. 60205
Vanguard Off-Road 55177
Van Windows Direct 57259
Vicoffroad 60241
WAAG (Guangzhou) Ltd. 58011
Walker Evans Enterprise 60169
WeatherTech 55075
Weigh Safe 56199
Wenling Haifeng Differential Gear Co. Ltd. 12782
Wenzhou Dongjinlong Safety Equipment Co. Ltd. 56253
Wenzhou Noble Auto Parts Co. Ltd. 58264
Westin/Superwinch 55051
Whelen Engineering Co. Inc. 61119
WildLand International Inc. 61205
Wildtop Truck Caps 72007
WINBO-DONGJIAN 61069
WINCAR OFF-ROAD 58248
Winnebago 61135
Xcalliber 58013
Yuyao City Yurui Electrical Appliance Co. Ltd. 57016
Zero Breeze 59008
Zhejiang Bezos Outdoor Equipment Co. Ltd. 57253
Zhejiang Hongli (A/List) Tools Co. Ltd. 11544
Zhihui Metal Industrial Co. Ltd. 12984
NEW PRODUCTS PREVIEW

Flowmaster FlowFX Cat-Back Exhaust for '22–'23 Tundra 3.5L
This Flowmaster FlowFX Cat-Back Exhaust System for the '22–'23 Toyota Tundra trucks with the 3.5L engine is manufactured using durable 409 stainless steel throughout and features dual 2.50-in. mandrel-bent pipes for better exhaust gas flow, and a FlowFX "straight-through" muffler is used for an aggressive to moderate sound level and maximum performance. This system exits out both sides, behind the rear wheels, with dual 4.00-in. black ceramic tips for added style and a custom look. The system uses all the existing factory hanger locations and is backed by Flowmaster's lifetime limited warranty.

Sawtooth Industries Expandable Tonneau
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Kleinn Air Horns Train Horn & Onboard Air System for '20–'24 GM 2500HDs/3500HDs
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Hellwig Products Front Sway Bar for '22+ F-150 Lightning
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Ironman 4x4 Uber Lite Rooftop Tent
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Warn Industries HD Electric Hoists
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