Growth of Overlanding: A Modern Outdoor Phenomenon
According to research by the Outdoor Industry Association, American participation in outdoor recreation was relatively steady between 2008 and 2016. However, starting in 2017 and further accelerated by the COVID-19 pandemic in 2020, the number of participants surged to nearly 176 million by the end of 2023, driving significant growth in the outdoor recreation segment.
What does this have to do with overlanding?
While car camping has been around since the early 1900s, the modern concept of overlanding—self-reliant travel to remote destinations—has evolved relatively dramatically. Starting in 2016, the convergence of Baby Boomers, GenX and key innovations such as advanced backcountry mapping tools, improved wireless networks, and a wider array of products transformed the traditional meaning of overlanding.
Highlights from the SEMA Overland Experience
The Specialty Equipment Market Association (SEMA) recognized this growing trend in 2019 by launching a dedicated exhibit: SEMA Overland Experience. This platform showcased the latest trends and innovations blending outdoor lifestyle, camping, self-sufficiency, and off-roading.
Attendees were treated to an impressive display of overlanding rigs featuring rooftop tents, integrated kitchens, portable shower systems, amazing storage and onboard power solutions.
Fast forward to 2024. OVR: Outdoor Vehicle Recreation became a media partner for the SEMA Overland Experience, highlighting both large rigs like the Rossmonster Baja built on a 2024 Ford F-350 and compact setups like the Trail Trailer crafted from an off-road trailer flatbed. Below, we delve into some standout vehicles and gear from the event.
2024 ROSSMÖNSTER Baja: The Ultimate Adventure Rig
Starting at $340,000, Rossmonster designed the Baja to bridge the gap between adventure vans and large expedition trucks.The Baja combines the compact, desirable size of a campervan to a chassis that is extremely capable and easy to drive. A standout feature is the hard-shell articulating roof is the low center of gravity and low overall profile, ensuring the Baja drives like a pickup truck rather than a traditional RV.
| VEHICLE OWNER: | ROSSMÖNSTER |
|---|---|
| BASE VEHICLE: | 2024 Ford F350 |
| HISTORY: | A passionate group of engineers, custom woodworkers, and carpenters came together to design vehicles that allow for outdoor exploration. |
| ENGINE: | 6.7L Powerstroke |
| DRIVELINE: | TorqShift 10-speed |
| SUSPENSION: | Front and Rear Liquid Springs |
| WHEELS & TIRES: | 37” BFG KO2 |
| RECOVERY: | WARN 16.5ti |
| STORAGE: | Custom Rossmonster storage boxes |
| LIGHTING: | Baja Designs Light Bar |
| OTHER Upgrades & Accessories: | Grill: Elevation Off Grid |
2024 Erwin Domingo’s Toyota Tundra TRD Pro: Built for Remote Exploration
Inspired by an older Toyota Tacoma build, Erwin Domingo opted for a more comfortable camping experience with a pop-up-style camper from OVRLND Campers. This rig is tailored for accessing remote spots with spectacular views while ensuring comfort and practicality at camp.
| VEHICLE OWNER: | ERWIN DOMINGO |
|---|---|
| BASE VEHICLE: | 2024 Toyota Tundra TRD Pro |
| ENGINE: | 2023 Toyota Tundra 3.5L V6 twin turbo Hybrid |
| DRIVETRAIN: | Toyota Tundra |
| SUSPENSION: Front/Rear | Front: 2.5 King Coilover Shocks, added preload, Rear: 2.5 King Shocks w/ 2” Dobinson rear coil, relocated brake line bracket |
| WHEELS: | Volk TE37XT SL Wheels, 17x8.5 -10 |
| TIRES: | Toyo Open Country R/T Trails, 35x12.5 R17 front and rear |
| ARMOR: | CBI Overland Rock Sliders and DV8 Centric Series Front Bumper |
| RACK & STORAGE: | |
| LIGHTING: | Baja Designs 9XL Linkable Roof Bar Kit on the roof just above the windshield, Baja Designs XL ditch light kit, Baja Designs SAE S2 Fog light kit and Baja Designs Squadron Sport Angle Mount lights x 4 on the rear and sides of the camper |
| RECOVERY: | Warn VR EVO 12-S winch and Factor 55 Flatlink in Orange |
| OTHER Upgrades & Accessories: | SEIBON Carbon OEM hood, OVRLND Camper with the interior built out by @sponsoredbywifey. Camper has a sink, microwave, lights, storage and a Switch-Pros unit which is all powered by Renogy |
2024 LiquidSpring & IWS Off-Grid F-550 Renegade Veracruz 30VRM
A collaboration between LiquidSpring and Idaho-based IWS Sales, this vehicle combines advanced suspension technology with off-road expertise. The result is a 2024 Ford F-550 upfitted to handle the most remote camping locations while providing a smooth and comfortable ride.
| VEHICLE OWNER: | LiquidSpring / IWS Off-Grid |
|---|---|
| BASE VEHICLE: | 2024 FORD F550 |
| ENGINE: | Ford 6.7 Power Stroke |
| DRIVETRAIN: | TorqShift 10 Speed Automatic |
| SUSPENSION: Front/Rear | LiquidSpring Smart Suspension System: Front: 2” Lift / Rear: 4” Lift, Tru-Earth leveling one touch system |
| WHEELS: | Hutchinson 1 Piece Aluminum 10x225 |
| TIRES: | 41” Goodyear G275/335/80R20 |
| ARMOR: | EOG Front Bumper |
| RACK & STORAGE: | EOG Storage |
| LIGHTING: | Baja Designs Onx6 Arc LED 30” Lightbar, XL80 cornering lights, LP6 Forward Facing Lights |
| RECOVERY: | WARN 16.5ti winch, HSS Winch Cradle |
| OTHER Upgrades & Accessories: | Elevation Off Grid Body kit 3,000 Watt inverter, 3x lithium batteries, 600 watt solar power, 12-volt refrigerator |
2022 Rock Slide Engineering Jeep Gladiator: Innovative Accessories for Off-Road Enthusiasts
Since 2005, Rock Slide Engineering has been crafting high-quality automotive accessories. From retractable steps to cargo racks, skid plates, and door sliders, their products cater to off-road enthusiasts driving Ford, Jeep, or Toyota vehicles. With over 400 retail locations in the U.S. and Canada, Rock Slide Engineering products can be readily found in your local off-road shop.
| VEHICLE OWNER: | Rock Slide Engineering |
|---|---|
| BASE VEHICLE: | 2022 Jeep Gladiator |
| ENGINE: | 2022 GM Performance LX7 |
| DRIVETRAIN: | GM 5 sped automatic, DANA HD with Lockers, 42 WELD Portal Axles with gearing and 4” lift |
| SUSPENSION: Front/Rear | Teraflex 4” suspension lift, Bilstein Reservoir Shocks |
| WHEELS: | Raceline polished Aluminum, 39 x 13.50 x 17 |
| TIRES: | BF Goodrich KO2,39 x 13.50 x 17 |
| ARMOR: | Rock Slide Engineering Step Sliders. Power steps in a fully functioning Rock Slider, Rock Slide Engineering Bumpers |
| RACK & STORAGE: | Rock Slide Engineering rear seat delete storage and various storage compartments, Overland Rack System with flip up sides and storage areas |
| LIGHTING: | Rock Slide Light Cowls |
| RECOVERY: | Warn Zeon X-10 |
| OTHER Upgrades & Accessories: | Steer Smarts Steering Stabilzers |
2024 Overland International INEOS Grenadier Quartermaster
Overland International, the company behind Overland Journal and the Expedition Portal, partnered with INEOS to test and upfit the Grenadier Quartermaster. Despite challenges with parts availability, they managed upgrades such as Recaro seats and reinforced rear coils to support the added weight of the SCOUT Yoho Pop-Up Camper.
| VEHICLE OWNER: | Overland International |
|---|---|
| BASE VEHICLE: | 2024 Ineos Grenadier Quartermaster |
| ENGINE: | BMW 3.0 Liter Turbo |
| DRIVETRAIN: | ZF Eight-speed |
| SUSPENSION: Front/Rear | Front: Stock, Rear: Eibach +30mm and +300 lb coils |
| WHEELS: | Nomad |
| TIRES: | BF Goodrich AT KO3, 285/75 R17 |
| ARMOR: | Ineos Bull Bar |
| RACK & STORAGE: | Stock |
| LIGHTING: | Stock |
| RECOVERY: | Red Winch, 12,000 pounds |
| OTHER Upgrades & Accessories: | Ineos Bull Bar, Recaro Seats, Garmin Tread, Midland Communication, Scout Yoho Pop-up Camper, REDARC |
2023 Off-Road Travel TV Toyota Tundra
Founded by industry veterans Ken Faught and Mark Mitchell, Off-Road Travel TV is a serialized travel show designed to educate and inspire outdoor enthusiasts. In 2024, the team filmed thirteen 30-minute episodes while traveling across the Western U.S. and parts of Canada, showcasing destinations from California to Alaska and beyond.
| VEHICLE OWNER: | Offroad Travel TV |
|---|---|
| BASE VEHICLE: | 2023 / Toyota / Tundra |
| ENGINE: | 2023 Toyota V6 3.4L Twin Turbo |
| DRIVETRAIN: | Stock |
| SUSPENSION: Front/Rear | Icon Stage 2 3.5” lift Billet UCA F/R |
| WHEELS: | Icon Rebound Pro, 17x8.5 / 0 |
| TIRES: | Maxxis RAZR MT 35x12.5 |
| ARMOR: | Expedition One Ultra Front Bumper w/ XD Bullbar, Rocker Guards, Rock Sliders, Rear Bumper w/Dual Swing Carrier System, RCI Aluminum Skid Plate Package |
| RACK & STORAGE: | Leitner Designs ACS Forged Bedrack, 2x Triple Gear Pods, ACS Roof Rack, 2x RoofPods, Modrack Otzi Gear, Decked Drawer System, Trailed 3x 6 Gallon Water Jugs, Goose Gear 60+40 Seat Delete, Rear Seat DV8, MOLLE Rack |
| LIGHTING: | AlphaRex Nova Series Black, KC 45” Gravity Titan on Roof Rack, 4x Slimlite 8” on Bull Bar, KC 2x SAE FE3 on Front Bumper, 2x FE4 for Ditch Lights, KC 4x FE1 on Bed Rack Corners, 2x FE1 on Rear Bumper Reverse and KC 10x Cyclone V2 for Rock Lights |
| RECOVERY: | ComeUp Solo 12.5rs with ropes and rigging from Freedom Recovery Gear |
| OTHER Upgrades & Accessories: | RotoPax 3 Gallon w/ Ai13 Nozzle on Bed Rack, Garmin Tread, ICECO VL60 DZ w/ Slider on Passenger Side Goose Gear, 67 Designs Phone Mounts, Midland Radio MXT275, GoFSR Evolution V2 Standard Roof Top Tent, GoFSR/ 270 Awning V2 Driver Side Bed Rack |
2024 Lippert EMBER Overland Series 221MSL
Lippert showcased its overlanding expertise through an OEM partnership with EMBER Recreational Vehicles. With over 12,000 employees and 140 manufacturing facilities across 26 countries, Lippert provides innovative solutions to support the growing overlanding market. Their 2024 SEMA Overland Experience display highlighted products designed for adventure-ready vehicles.
| VEHICLE OWNER: | Lippert and Ember RV |
|---|---|
| BASE VEHICLE: | 2024 Ember Overland Series 221MSL |
| ENGINE: | Trailer |
| DRIVETRAIN: | Top-of-the-line products from Lippert, combined with the top-class build quality Ember is known for. |
| SUSPENSION: Front/Rear | CURT independent suspension |
| WHEELS: | OEM |
| TIRES: | Nitro-filled 16” Goodyear Wrangler Off-Road Tires - Load Range E (including spare) |
| ARMOR: | None |
| RACK & STORAGE: | Gear Box: Tongue-Mounted, Formed Aluminum, LP and Lockable Storage Box |
| LIGHTING: | High-Visibility LED Exterior Lighting |
| RECOVERY: | None |
| OTHER Upgrades & Accessories: | Dual Go Power! 200W Rooftop Solar Panels (400W total), XL Fresh Water Tank (55 gallons), Universal Docking Station with Outside Shower and Water Heater Bypass |
The Future of Overlanding
As overlanding continues to grow in popularity, platforms like SEMA’s Overland Experience play a crucial role in shaping the industry’s future. With innovative products and vehicles tailored to adventurous lifestyles, the possibilities for exploration and self-sufficiency are limitless.
Which overlanding rig caught your eye? Share your thoughts in the comments below!
About SEMA and the SEMA Show
The SEMA Show is a trade show produced by the Specialty Equipment Market Association (SEMA), a nonprofit trade association founded in 1963. Since the first SEMA Show debuted in 1967, the annual event has served as the leading venue bringing together manufacturers and buyers within the automotive specialty equipment industry. Products featured at the SEMA Show include those that enhance the styling, functionality, comfort, convenience and safety of cars and trucks. Additional details are available at www.semashow.com or www.sema.org.
