EarthCruiser, an aftermarket company focused on the design and manufacture of overlanding equipment for trucks and SUVs, has gone out of business. EarthCruiser previously offered an overlanding upgrade for the GMC Hummer EV, one example of which was sold at auction last month for $150,000. EarthCruiser’s closure was reportedly heavily affected by a significant downturn in the niche market of custom adventure vehicles.
According to a report from Oregon Public Broadcasting (OPB), EarthCruiser was originally founded in Australia, but relocated to Oregon in 2013. The company flourished during the COVID-19 pandemic as many sought to escape lockdown in outdoor adventures, crafting custom rigs capable of remote travel. However, as the pandemic fears waned and normalcy resumed, the demand for such specialized vehicles sharply declined.
EarthCruiser was known for its impressive custom builds, including a notable rig designed for the GMC Hummer EV, which showcased the brand’s innovation in creating zero-emission, all-terrain overlanding solutions. This model, designed in collaboration with GMC, featured advanced off-grid capabilities like solar power and an estimated seven days of electricity, as well as carbon fiber construction and an insulated tri-layer pop-up roof. Reservations for the EarthCruiser Hummer EV opened this past January.
According to company statements, a combination of declining demand, supply chain issues, high interest rates, and high operational costs were critical factors in the company’s closure. At its peak, EarthCruiser employed over 50 people, but that number had dwindled to just 14 by the time of its closure.
Per OPB, the broader market for custom vans and overlanding vehicles has seen similar trends, with many new entrants during the pandemic now facing an oversaturated market and reduced demand. Companies are now reevaluating their business models, shifting away from van conversions to potentially more sustainable offerings like traditional RVs or truck campers.
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Comments
People don’t have the extra money these past few years. I wonder why…
This isn’t about “extra money”. These cost more than most vehicles. This was a niche market at best.
They were also not very forward on the price for awhile. For a minute i heard they were saying they were trying to keep it under 100k. For just the top. Sorry, if the hummer costs 100k, not spending an extra 100 for a fancy roof top tent.
already hummer is inefficient at 9,000 lb and keeping a box on top of it will reduce fuel efficiency further which means vehicle range will also be reduced. Thats not acceptable.
It’s never a good idea to hinge a company on a moonshot of an automotive idea. I’m not sure who thought the Hummer EV was going to be a big thing but it was pretty obvious it was never going to be a product that really took off.
This has nothing to do with the Hummer. They made options for Ram and F150. Their products were just way to expensive for the market of a niche product.
Soon to be a short B School case study project….
The Hummer EV is a pretender niche vehicle. A niche accessory for a niche vehicle rarely survives in such a small market segment. Two Kool Aid drinkers don’t make for a big party!
The failure of this company has nothing to do with the Hummer. They made options for Ram and F150. Their products were just way to expensive for the market of a niche product.
They made some awesome stuff but just to expensive , hit on the niche crowd but for the average client not obtainable.