Is Overlanding Pricing Itself Into Extinction? Don’t Let It Go the Way of the Dinosaur

Overlanding was meant to be about exploration, self-reliance, and enjoying the great outdoors. Lately though, it feels less like adventure and more like a competition to see who can spend the most money.

Scroll through YouTube, Instagram, or even a few forums, and you’ll notice a trend: unless you’ve dumped another $50,000 into “must-have upgrades,” you’re not considered serious. Buy a $50K off-road rig? That’s just the start. You’re expected to rip off the perfectly capable suspension, tires, and driveline to “upgrade” them—because soon you’ll be loading it down with bumpers, winches, racks, and gear that looks like it belongs on a tank.

There’s another $50K gone.

Then comes the rooftop tent ($1,000+), $100 gas cans, $300 refrigerators, solar setups, and enough lighting to be seen from the space station. If you’d like a little more room, be ready to spend $30K for a glorified fridge box trailer—or $50K–$80K for something barely larger than a pop-up.

And now the latest trend? Electric vehicles. Because nothing says “self-reliant adventure” like wondering where you’ll charge 40 miles from the nearest road. Unless Elon starts planting Superchargers on mountain peaks, this one seems like a stretch.

What’s worse, if you don’t own the “top of the line” gear, some in the community look down on you.

Everyday Tools, Overpriced Labels

Recovery gear and camp tools are a perfect example. A simple shovel suddenly becomes a $200 “overlanding shovel.” Axes with fancy European names fetch $145. Meanwhile, my Ace Hardware shovel and axe—bought decades ago for $25–$30—are still going strong and have probably done more real work than any of those boutique tools.

Even water storage isn’t safe. A small $319 “catchment system” can be replaced with a $17 Walmart Aqua-Tainer and a tarp strung up with paracord. It holds more, costs less, and works just fine.

The Real Problem

The idea that overlanding requires $100K+ in rigs and gear is driving people away. Regular folks who just want to enjoy the outdoors see the price tag and shake their heads. And this is how a hobby dies.

If it becomes a pastime only for the wealthy, overlanding will stop being a community and turn into a showroom of mall-crawling gear queens. Once participation drops, so does support for trails, public lands, and the lifestyle itself.

And here’s a warning for us content creators: if we keep pushing overpriced “must-have” gadgets, we risk losing our audience. People don’t want to watch someone show off a $200 shovel when their $25 hardware store version has worked fine for years.

Viewers will turn away if the lifestyle starts to feel unrelatable to the average camper or weekend explorer.

Back to the Basics

Yes, I’ll admit it—I’ve succumbed at times to spending more than I should on overlanding gear. I drive a built-up Jeep, have a rooftop tent, and own more “overland toys” than I probably need. But after attending a few expos recently, it’s clear that the cost to play this game is getting ridiculous.

What I’d love to see is a return to regular camping—families packing up the car, heading to a state or national park, and enjoying nature without a second mortgage. The United States has some of the most incredible landscapes in the world, and you don’t need a $200 shovel or a $50K trailer to enjoy them.

We need to stop guilting people into believing they don’t belong in the outdoors without the most expensive gear. Nature doesn’t care what brand of rooftop tent you sleep in. What matters is being there—breathing the fresh air, sitting by the fire, watching the stars, and making memories.

A Way Forward

Adventure doesn’t need a price tag. Gear should be practical, affordable, and ideally something you can use at home as well as on the trail. A shovel should dig a firepit just as well as it digs out a stuck tire. An axe should split firewood whether you’re camping or working in the backyard. A cooler should keep drinks cold on the beach or in the forest.

The heart of overlanding isn’t in the gear—it’s in the people, the places, and the stories. If we lose sight of that, the community will price itself into extinction.

So before buying the next “must-have” gadget, ask yourself: Do I really need this, or am I just falling for clever marketing?

Because if this gear arms race keeps going, overlanding won’t just be expensive—it’ll be gone.

Let’s Hear From You

What do you think?

• What budget-friendly hacks or DIY solutions have worked for you?

• What’s the one affordable piece of gear you wouldn’t leave home without?

• How do you keep the spirit of adventure alive without draining your bank account?
  

Share your thoughts. Let’s remind each other that the outdoors is for everyone—not just those with the biggest wallets. 🌲