Addressing buying trends, common misconceptions & hot new products in an elevated market. By Jef White
Learn what there is to know about the lift kit market and then start asking customers for their business. (Photo courtesy Rancho Suspension and Shocks)
Editor’s note: This article is the second in a two-part series highlighting the latest trends in the lifts and leveling kits market. Part I, featuring insights from a different batch of industry suppliers, appeared in the June 2026 issue of THE SHOP.
There’s a lot for shops to like when it comes to offering lifts and leveling kits. It starts with strong demand from a variety of truck, van and SUV owners—everyone from off-roaders and overlanders to those simply looking for appearance upgrades with larger wheels and tires.
The fertile market has attracted a high number of manufacturers and system options, meaning a little education goes a long way when seeking out the perfect setup for each application.
Suppliers are here with answers to the big questions facing salespeople and installers, from market trends and common misconceptions to hot new products.
Add it all up and your shop can become the local expert vehicle owners turn to when they’re looking to elevate their 4x4 experience.
Are lifts and leveling kits a worthwhile category for aftermarket shops?
Lifts and leveling kits are attractive product offerings for shops for a variety of reasons. Shane McCormick, senior sales manager – specialty markets for Rancho Suspension and Shocks, a DRiV brand, lists three:
1) Ease of installation
2) Additional add-on sales such as tires, wheels and running boards
3) Few comebacks to the shop
The systems are proven favorites of off-roaders, overlanders and pickup fans, says Scott Zindroski, Camburg product manager for Camburg Engineering, a MagnaFlow Group company.
“Look at what the OEMs are doing with the Raptor and TRD Pro platforms—they’re now doing what we (the aftermarket) have been doing for close to 30 years,” he says. “Truck and SUV enthusiasts want to improve what they have and customize it to their needs—whether it’s a daily driver, an overland build to take the family camping or just a vehicle to hit the trails and open desert on the weekends. The demand for quality off-road suspension kits is only growing.”
That passion for off-road adventures is expected to continue, adds Brad Scott, director of sales – LVA/rec/snow/solar, for Gabriel Ride Control.
“Given the massive consumer shift toward pickup trucks, shops can expect strong market performance in this product category, with an excellent opportunity to upsell complementary upgrades and also maximize service revenue,” he says.
Is the market evolving?
The suspension market continues to grow and evolve every year, says Blake Allen, territory sales manager for Superlift, a RealTruck brand.
“Shops that specialize in suspension kits know that, to stay on top, you must keep your eyes on the new innovations in the industry and lean on the brands that have built their name on quality,” he explains. “Providing quality products and excellent service to your customers does more for your image in your community than anything else. The shops thriving in this space are almost never the cheapest or the ones that will say ‘yes’ to every request. They are shops that let the quality of their work speak for itself.”
The continued popularity of off-road-targeted vehicles keeps the market strong.
“In our segment, look at Jeep Wranglers and Gladiators,” says Brian Shephard, marketing director for RockJock 4x4 by John Currie. “How often do you see one that’s stock? Jeeps are gadget magnets, whether they ever go off-road or not. Most of them get lifted, with big tires and fancy shocks. As long as they keep making Jeeps, we are optimistic that lift kit sales will only continue to trend upward in sales as more vehicles are produced.”
The systems also make dreams of adventure a reality.
“Lift kits allow customers to go further with their vehicles, from adding accessories like campers and rooftop tents to increasing capability,” says Moea Theroux, marketing manager for ARB USA. “As customers look to carry more and go farther, lift kits have become an essential part of the vehicle build and accessory purchasing process.”
The added capabilities that come from quality lift kits allow adventurers to do more with their vehicles. (Photo courtesy ARB USA)
Lifts & Leveling Kits
HOT PRODUCT: BP-51 Remote Reservoir Internal Bypass Shock Absorber Range
FEATURES & BENEFITS: Fully adaptable damping through 10 rebound levels and compression adjustment to suit driving styles; can be adjusted while on the vehicle, allowing for fine-tuning based on load and trip requirements.
--------- ARB USA Moea Theroux Marketing Manager
HOT PRODUCT: 3- to 4-inch Jeep Suspension and QuickLift Struts 1-1/2- to 2-1/2-inch Leveling Kit
FEATURES & BENEFITS: Fitment, performance and adjustability with RS9000XL shocks.
--------- Rancho Suspension and Shocks
A DRiV Brand
Shane McCormick, Senior Sales Manager – Specialty Markets
HOT PRODUCT: Performance Suspension Systems
FEATURES & BENEFITS: Starting with Camburg tubular or billet upper control arms and combining with various 2.5 front coil-overs and 2.5 rear shocks, complete packages can be created that best match a customer’s planned usage and meet their needs and budget.
--------- Camburg Engineering
A MagnaFlow Group Company
Scott Zindroski
Camburg Product Manager
HOT PRODUCT: Gabriel 2-Inch Leveling Assemblies
FEATURES & BENEFITS: Struts include preloaded coil spring and come fully assembled for fast, safe installation; tested in labs and on-road for performance and durability; G-Force Technology provides on-demand control, stability and comfort on- or off-road.
--------- Gabriel Ride Control
Brad Scott, Director of Sales –
LVA/Rec/Snow/Solar
HOT PRODUCT: Johnny Joint Suspension Systems for Jeep JL/JL Wrangler
FEATURES & BENEFITS: Systems engineered as completely new projects for specific JL drivetrains; all kits, from base to deluxe models, can be installed with basic tools; higher-level kits include all eight control arms and both front and rear track bars.
--------- RockJock 4x4 by John Currie
Brian Shephard
Marketing Director
HOT PRODUCT: Superlift Edition KING Kits
FEATURES & BENEFITS: Premium product line featuring a precision-engineered lift system with specifically valved, matched shocks; King Shocks front coil overs and rear shocks include external reservoirs and are both easily adjustable with the simple twist of a knob.
--------- Superlift, A RealTruck Brand
Blake Allen
Territory Sales Manager
Are installations complicated?
While some lift kits can be complex and time-intensive to install, others are built with maximum efficiency in mind, says McCormick.
“The QuickLift product line is designed to simplify the process. It features an easy bolt-on installation and comes as a complete solution with application-specific coil springs and an upper mounting plate included. The QuickLift product line provides an additional 1- to 2.5-inches of lift, allowing for larger tires and improved ground clearance.”
Does one size fit all?
Lift kits can prompt add-on sales opportunities including wheels, tires, running boards and more. (Photo courtesy Rancho Suspension and Shocks)
Today’s unique vehicles require specialized solutions designed for their unique needs and capabilities.
“You can’t just buy a simple lift kit and expect the vehicle to sit right or drive right when it’s done,” says Shephard. “If you install a kit designed for a 2.0T 4-cylinder Jeep on a 392 Hemi Jeep, it’s not going to work. With all coil spring vehicles, if a lift kit not designed for the drivetrain is installed, they are very prone to a lean or the expected lift amount not being achieved.”
Sometimes, shops must reeducate customers who come in with incorrect information.
“Some consumers believe that any basic ‘puck’ spacer kit will work,” says Scott. “They do not realize that low-tech coil spring spacers create a vastly different ride than high-quality replacement coils and longer-travel shocks, due to the altered suspension angles that pucks don’t address.”
Shops can expect strong market performance and the opportunity to upsell complementary upgrades. (Image courtesy Gabriel Ride Control)
Are most lift kit customers shopping on price alone?
A common mistake made by shops is quoting the cheapest option for the customer’s goals first, even at the risk of lower quality, says Allen.
“It’s important to understand what the customer’s goals are with their build and how the vehicle will be used to make an accurate assessment,” he notes. “Sometimes this may lead back to a more cost-effective option, or it could lead to a more involved, all-encompassing build to meet their needs. Expert guidance and knowledge of the industry instill confidence in your customers and bring them and their circle of influence back to you.”
Zindroski cautions against believing all kits are the same.
“You get what you pay for,” he says. “Camburg products fall into the mid- and higher-cost levels, but it’s because we’re using much higher-quality components and features. Selling and installing cheaper, lower-quality parts typically leads to dealing with issues down the road or losing a customer that wasn’t happy with the kit over the long term.”
Quality systems offer real-world benefits.
“Lift kits are not just about looks or clearance,” says Theroux. “Suspension upgrades can help your vehicle handle additional weight in harsh off-road applications, maintaining or improving the stock driving characteristics.”
Can shops align with quality manufacturers to understand product performance and create targeted solutions?
Zindroski recommends shops align with respected suspension companies, with the understanding that not all clients are the same.
“Customers today are all about features and options and want something that improves the ride and handling as soon as they have a kit installed,” he reveals. “If their budget allows for it, they want adjustable shocks so they can tune the ride softer for everyday driving and then firm it up when they hit the dirt or are loaded down or towing. Selling high-quality parts keeps your customers happy and coming back year after year, along with their friends.”
Some enthusiasts don’t need top-of-the-line kits to meet their planned vehicle usage, says Shephard from RockJock 4x4 by John Currie. “Observe the customer’s end-goal needs. Different levels of lift kits are available, so as to not give sticker shock to a customer who simply wants to lift a vehicle and put big tires on it and look cool driving around. That customer does not need a top-level rock crawling kit—or its associated price tag.”
The demand for quality off-road suspension kits is only growing. (Photos courtesy Camburg Engineering)
Is a well-informed shop ready to take the next step?
McCormick from Rancho recommends learning the category and then jumping in with both feet.
“Familiarize yourself with the product and lift kits you want to sell and, most importantly, ask for the business,” he says.
The next step is understanding each customer’s unique goals, says Theroux from ARB USA.
“Pay attention to the accessories going on a vehicle,” she says. “If a customer is looking to add a winch or bumper, they should be considering a suspension system like our BP-51 suspension kits to effectively handle the extra constant weight and maintain or improve ride quality.”
Allen from Superlift believes that offering quality products and service and understanding your customers’ wants and needs are the most important factors in organically growing lift kit business through word of mouth.
“Outside of that, use all the tools available to you,” he adds. “Social media, in-person truck and Jeep meets and car club events are all places where your customers are spending time. Being an active member of the truck and off-road community in your area keeps your business at the front of people’s minds when they need something.”
Top shops let the quality of their work speak for itself. (Photo courtesy Superlift Suspension Systems)
Those tools can also include dedicated suspension packages that are proven to work as a cohesive unit, says Scott from Gabriel Ride Control.
“The easiest and best way for shops to increase their leveling kit-related sales is to create a bundle that includes the leveling kit, installation and the required wheel alignment. At their discretion, they can also include an optional larger wheel and tire package to maximize the average job total,” he suggests. “Another valuable tip is to show before-and-after visuals of side-profile truck photos using point-of-purchase displays and social media posts.”
Jeep owners love to accessorize, with wheels, tires and other accessories coming on the heels of an aftermarket lift kit. (Photos courtesy RockJock 4x4 by John Currie)
