Overlanding, which grew in popularity during the pandemic years when people prioritized outdoor activities, has since shifted. It moved from a niche pursuit to a fast-growing segment of the adventure travel market. In fact, more than 12 million Americans plan to overland in 2025, up from 8 million just a year prior, according to Overland Expo’s 2025 Overland Industry Report. And it’s changing how many consumers view their vehicles and tires for overlanding.
Unlike traditional off-roading, which often focuses on conquering extreme terrain, overlanding emphasizes the journey itself. It means self-reliant, long-distance travel that blends highway miles with backcountry exploration. For enthusiasts, the vehicle serves as a mobile basecamp, not just transportation. Every component, from suspension to tires, must support that dual role.
For tire dealers, this creates both a challenge and an opportunity. Overlanding customers buy with intention, balancing performance, durability, comfort, and appearance. They want tires that handle gravel, rugged terrain and, muddy backroads. Yet those tires must still perform safely and comfortably on the interstate.
“Since they spend their lives traveling on- and off-road, overlanders are looking for it all: they want toughness off-road, load-carrying capacity, along with drivability and low noise on-road,” says Brandon Sturgis, BFGoodrich off-road product manager. “They want to get where they’re going and get back and not think about their tires beyond airing up and airing down.”
Dealers who understand what overlanders value — and guide them to the right tire — will best capture and keep this customer base.
Recent trends in overlanding rigs include heavier vehicles with more torque and towing capacity.
Tires for Overlanding
No specific subset of tires exists solely for overlanding. Most enthusiasts drive on all-terrain tires or heavy-duty terrain tires, depending on vehicle, terrain and driving habits.
“Overlanding isn’t really a tire segment as much as it’s a recreational activity of a group of tire consumers who typically buy off-road, all-terrain tires, like our KO3, or mud-terrain tires, like our KM3,” Sturgis says. “However, I would say that it’s clear that the all-terrain tire segment is growing, which aligns with the trend that overlanders tend to gravitate toward our all-terrain KO3 tire.”
Recent trends in overlanding rigs include heavier vehicles with more torque and towing capacity, according to Sturgis.
To support these vehicles and meet overlanders’ needs, tread pattern design and tread compound are vital.
For example, Sturgis says the All-Terrain T/A KO3 tire’s interlocking tread pattern, optimized footprint, full-depth 3D sipes and new compound create balance. They provide wear resistance, snow and rain performance, mud traction and gravel road durability.
Popular overlanding vehicles include the Toyota Tacoma, Jeep Wrangler, Toyota Land Cruiser and AEV RAM Prospector XL. Sturgis also shared information about common tire sizes.
“Overlanding enthusiasts often go with 33-inch tires (LT285/70R17) or 35-inch tires (35×12.50R17 or LT315/70R17), so those probably would be the most popular, but 37-inch and 40-inch tires can be used on some of these vehicles,” he says. “Newer vehicles often come with larger brakes, so we are likely to see a trend toward 18-inch wheels.”
Aside from size changes, the overlanding tire market has become very competitive. Sturgis notes it will continue to grow more complex, with subcategories within the segment.
Tire dealers must emphasize overall value versus up-front cost when it comes to tires for overlanding.
Meeting Unique Customer Needs
Helping overlanding customers choose the right tires starts with understanding their vehicle use. Dealers should ask what terrain they’ll encounter most often. They should ask how much highway driving the customer will do. They should also ask whether comfort, longevity or rugged performance is their top priority. With this knowledge, dealers can guide buyers to tires that balance capability and practicality for their style of adventure.
It’s also crucial to emphasize overall value versus up-front cost. This helps ensure long-term satisfaction with a tire purchase.
“If you pay less up-front but are sacrificing longevity, durability and performance, then it’s not such a bargain after all,” Sturgis says. “BFGoodrich tires might be perceived as pricey, but dealers might emphasize to consumers that BFGoodrich tires are really a great value.
“It’s also good to remember that looks aren’t everything,” he adds. “BFGoodrich tires look aggressive because they’re purpose-built to go off-road and work hard. Not all aggressively-styled tires are that capable.”
According to Sturgis, the BFGoodrich Terrain Family includes several options. The Trail-Terrain T/A is an on-road all-terrain tire that’s 3PMSF-rated. The All-Terrain T/A KO3 is an off-road all-terrain tire that’s 3PMSF-rated. The HD-Terrain T/A KT is an off-road tire with extreme chip-and-tear resistance for heavy-duty or commercial applications. The Mud-Terrain T/A KM3 is an extreme recreational off-road tire.
“BFGoodrich’s new All-Terrain T/A KO3 tire is a choice that many of our overlanding consumers and brand ambassadors have been choosing,” he says. “The KO3 tire features improved cut/chip resistance and improved wear performance to maintain consumer expectations of a 50,000-mile warranty. It is also is designed for rain, snow, mud, gravel, road endurance and sidewall toughness.”
The KO3, currently available in 80 sizes, will expand to more than 100 sizes by the end of its phased launch in early 2026, Sturgis adds.
