What GOBI does

GOBI (legally Intelligent Designs 2000 Corporation, d/b/a GOBI Racks USA) is a privately held manufacturer and direct-to-consumer retailer of premium, custom-fit, fully welded steel roof racks for SUVs and trucks. Founded in 1999 and headquartered in Aurora, Colorado, the company produces two flagship platforms — the Stealth Rack (low-profile, 2-inch deep basket for urban/garage clearance) and the Ranger Rack (4-inch deep basket with retro off-road styling) — distinguished by a patented no-drill mounting system that preserves factory panels and resale value. Vehicle-fit SKUs currently span Jeep, Toyota, Ford (including Bronco 2-Door/Raptor and F-Series), Hummer, Ineos Grenadier, Land Rover, Lexus (GX/GX550, LX), Mercedes G-Wagon, Nissan Xterra, Honda, and Subaru.

Revenue is generated primarily through one-time e-commerce sales on gobiracks.com, where buyers configure racks via a vehicle make/model/year selector and check out with optional Affirm financing (0% APR available), with free shipping to the lower 48 states. A wholesale dealer/sponsor program extends B2B reach into mid-market resellers. Adjacent revenue streams — custom-fit rear ladders, accessories (crossbars, wind deflectors, tool boxes, awning and Hi-Lift mounts, Maxtrax brackets, spare tire carriers), GOBI-branded gear bags, resold iKamper rooftop tents, and resold Rigid/Baja Designs/KC Hilites off-road lighting — increase attach rate and basket size but remain anchored on the core rack purchase. Customer testimonials and installer endorsements, combined with 25+ years of operation, indicate a loyal enthusiast base concentrated in the off-road and overlanding community, with a secondary luxury-SUV segment (Mercedes G-Wagon, Lexus GX/LX). AI/ML capabilities are not present in any observed form; the company's differentiation is mechanical and IP-based rather than data-driven.

Name

GOBI

Legal name

Intelligent Designs 2000 Corporation

Website

https://gobiracks.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

GOBI Racks designs and manufactures custom-fit, fully welded steel roof racks with a patented no-drill mounting system for SUVs and trucks (Jeep, Toyota, Ford, Hummer, Ineos, Land Rover, Lexus, Mercedes, Nissan, Honda, Subaru), selling direct-to-consumer via gobiracks.com and through a dealer/sponsor program to off-road and overlanding enthusiasts.

Ownership category

akta.pro rank

Product category

Off-Road Roof Racks and Vehicle Accessories

NAICS

Automotive Parts and Accessories Retailers (44133)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Aftermarket Exterior Accessories Manufacturing (Body Kits/Grilles/Bumpers/Racks/Tow Hooks) (IMACANAI)

akta.pro secondary industry

Automotive Parts & Accessories Online Retailers (CRAFADAK)

Keywords

• Roof rack systems
• Off-road accessories
• No-drill mounting
• Overland equipment
• Vehicle cargo solutions

Headquarters

HQ city

Aurora

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Roof Rack Sales: GOBI generates primary revenue through direct sales of custom-fit, fully welded steel roof racks for SUVs and trucks. Each rack is vehicle-specific (Jeep, Toyota, Ford, Hummer, Ineos, Land Rover, Lexus, Mercedes, Nissan, Honda). Products are sold directly through gobiracks.com e-commerce platform.
2. Ladder Sales: Companion rear hatch ladders sold separately or as upgrades to roof rack customers. Custom-fit for each vehicle model with no-drill installation.
3. Accessories & Add-ons: Crossbars, wind deflectors, tool boxes, tie-down systems, awning brackets, Hi-Lift attachments, Maxtrax brackets, and spare tire mounts sold as supplementary products.
4. iKamper Roof Top Tents: GOBI resells iKamper branded roof top tents (Skycamp series) as a complementary product line. Customers purchasing GOBI racks can add tent options for overlanding setups.
5. Off-Road Lighting: Resells third-party lighting brands (Rigid Industries, Baja Designs, KC Hilites) including light bars, driving lights, and mounting brackets designed to integrate with GOBI roof racks.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

GOBI designs and manufactures custom-fit, fully welded steel roof racks for SUVs and trucks, featuring a patented no-drill mounting system. The core lineup consists of two platforms—the Stealth Rack (low-profile) and the Ranger Rack (taller, retro off-road style)—along with companion ladders, crossbars, accessories, GOBI-branded gear bags, and resold iKamper roof top tents and third-party off-road lighting. All products are sold primarily through gobiracks.com to off-road, overlanding, and luxury SUV owners across the lower 48 United States.

Product overview

GOBI is a manufacturer of premium off-road roof racks and automotive accessories. The product portfolio centers on two main roof rack platforms—the Stealth Rack (low-profile, 2-inch deep basket) and the Ranger Rack (taller, 4-inch deep basket with retro off-road styling)—both featuring fully welded steel construction and no-drill installation. The offering extends through complementary product lines including custom-fit ladders for rear hatch access, roof rack accessories (awning brackets, tool boxes, wind deflectors, crossbars, mounting solutions), off-road lighting (Rigid Industries, Baja Designs, KC Hilites), iKamper roof top tents, and GOBI-branded gear bags (backpacks, duffel bags, travel kits). GOBI serves a wide range of vehicle makes including Jeep, Toyota, Ford, Hummer, Land Rover, Lexus, Mercedes, Nissan, Honda, and Subaru. All crossbars are compatible with Thule and Yakima accessories.

Differentiator

Problem solved

Functional benefit

Products and services

• Stealth Rack Low-profile GOBI roof rack with a 2-inch deep fully welded steel basket for SUVs and trucks. Designed for better clearance and a sleek look with or without lights, with aerodynamic styling for reduced wind drag. Custom-fit for specific vehicle makes and models (Jeep, Toyota, Ford, Hummer, Ineos, Land Rover, Lexus, Mercedes, Nissan, Honda). Built for off-road, overland, and daily-driver enthusiasts.
• Ranger Rack Rugged GOBI roof rack with a 4-inch deep fully welded steel basket and rounded lights for a retro off-road aesthetic. 8.5-inch height accommodates large round lights and expedition gear. Custom-fit for SUVs and trucks (Jeep, Toyota, Ford, Hummer, Land Rover, Lexus, Mercedes, Nissan, Honda).
• Custom-Fit Roof-Top Ladders Vehicle-specific rear hatch access ladders for GOBI roof racks. Available for Jeep, Toyota, Ford, Hummer, Land Rover, Lexus, Mercedes, Nissan, Honda, Subaru Forester, and Dodge Nitro. Built with no-drill installation and fully welded steel with black powder-coat finish.
• Roof Rack Accessories Supplementary accessories that extend GOBI roof rack functionality, including awning brackets, tool boxes, wind deflectors, Hi-Lift jack mounts, Maxtrax recovery board brackets, ax/shovel mounts, crossbars, and universal mounting solutions for various vehicle applications.
• Crossbars Standard Adjustable Load Bars and Elevation Adjustable Crossbars for securing cargo on GOBI roof racks. Compatible with Thule and Yakima accessories, allowing customers to integrate existing gear.
• GOBI Gear Bags GOBI-branded off-road travel bags including Getaway Backpacks, Duffel Bags, and Travel Kits available in various colors and materials such as wax canvas and standard fabric.
• iKamper Roof Top Tents iKamper-branded roof top tents including the Skycamp DLX, Skycamp 3.0, and Skycamp 3.0 Mini models, resold by GOBI as a complementary overlanding product line that pairs with GOBI roof racks.
• Off-Road Lighting Resold off-road LED lighting solutions from Rigid Industries, Baja Designs, and KC Hilites, including light bars, driving lights, cubes, and mounting brackets designed to integrate with GOBI roof racks.

Quantifiable outcome

• 800+ lbs static load capacity for rooftop tents
• +3 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

One partnership is on record.

• iKampercoreTechnology or IntegrationiKamper is one of the top roof top tent brands and is offered as a complementary product line that pairs with GOBI roof racks. GOBI sells iKamper Skycamp tents (3.0 Mini at $4,195, 3.0 at $4,695, and DLX at $5,694) directly through their website.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Thule Group: Thule is a global outdoor and transportation equipment incumbent with broad roof rack, cargo, and accessory coverage; GOBI crossbars are explicitly compatible with Thule accessories, signalling direct ecosystem adjacency.
• Yakima: Yakima is a long-established broad-line roof rack, bike, and cargo carrier brand whose accessories integrate with GOBI crossbars, putting it in the same overall roof rack ecosystem.
• Rhino-Rack: Rhino-Rack is an established global manufacturer of roof racks, platforms, and accessories across consumer and commercial vehicle segments, serving a much wider portfolio than GOBI's off-road specialization.

Direct peers

• Westcott Designs: Westcott Designs builds modular aluminum roof racks for Toyota Tacomas, 4Runners, FJ Cruisers, and other off-road platforms, making it a directly comparable peer explicitly cited as a GOBI competitor.
• Front Runner Outfitters: Front Runner is a leading global overland roof rack maker with a deep catalog of racks, tents, and accessories for the same SUV/truck market as GOBI, and broad international distribution.
• Prinsu Design Studio: Prinsu makes modular aluminum roof racks for the same overlanding-focused SUV/truck owners (4Runner, Tacoma, Wrangler, RAV4), competing head-to-head with GOBI's fully welded steel systems on price and weight.
• Sherpa Equipment Co. Sherpa produces aluminum adventure roof racks and accessories for the off-road overland market, serving overlapping vehicles (Tacoma, 4Runner, GX) and customer segments as GOBI.

Emerging players

• Baja Rack: Baja Rack is a smaller US-based maker of steel and aluminum roof racks for overland and expedition vehicles (4Runner, Land Cruiser, Sprinter van), competing in a similar rugged-use niche to GOBI with a more limited catalog.
• Rago Fabrication: Rago Fabrication builds off-road accessories including roof racks, bumpers, and brackets for the same Toyota, Jeep, and truck enthusiast segments, overlapping with GOBI on roof rack customer base.
• Leitner Designs: Leitner Designs produces ACS roof racks and truck bed racks for overlanding and work-truck applications, targeting similar vehicle platforms (Tacoma, F-150, Sprinter) and off-road/outdoor customer segments as GOBI.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCJu8LzE8VqqaijIIrFia7dA
• Facebookfacebook.com/gobiracks
• Instagraminstagram.com/gobiracks/?hl=en
• Xx.com/gobiracks

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GOBI