SEMA 2025 Spotlight: Why Professionals Choose 23Zero Rooftop Tents
December 22, 2025
Every year, SEMA gives us a look at where the overland world is headed — not just in terms of style, but real-world capability. At SEMA 2025, a truly standout overland build isn’t just about turning heads; it’s about how thoughtfully the vehicle is put together and how realistically it’s meant to be used.
In a recent article, Hagerty highlighted five standout overland builds from SEMA 2025 — and we were honored to see 23Zero rooftop tents featured on two of them. One of those builds came from Cognito Motorsports, presented in the Randy’s WorldWide booth, and built around a seriously capable GMC Sierra HD AT4X. The other appearance came through LiquidSpring, where a Walkabout soft shell rooftop tent was showcased on a Polaris Xpedition ADV as part of an advanced suspension and vehicle-control display.
When respected builders and trusted automotive voices independently arrive at similar solutions, it’s usually not by accident. Whether it’s a rooftop tent, awning, shower, or supporting accessory, it’s a reflection of what works in the real world — and the kind of builds 23Zero is proud to be part of every step of the way. Let’s take a closer look at what’s driving that consistency.
What Hagerty Highlighted About the Cognito Motorsports SEMA 2025 Overland Build
Hagerty described the Cognito Motorsports GMC Sierra HD AT4X as a “herculean machine” — and for good reason. Heavy-duty trucks like the Sierra HD bring something unique to overland builds: massive payload capacity paired with long-distance durability.
According to Hagerty, this build was showcased as part of the Randy’s WorldWide booth, with Cognito Motorsports serving as the presenting builder. Randy’s WorldWide oversees a portfolio of respected aftermarket brands, including Cognito Motorsports, Carli Suspension, and ICON Vehicle Dynamics — names that carry real weight in the off-road and overland space.
What stood out to us wasn’t just the hardware underneath the truck, but how the build was finished: purpose-driven, balanced, and ready for extended travel. That’s exactly where a rooftop tent needs to earn its place.
Why Heavy-Duty Overland Builds Are Ideal for Rooftop Tents
When people think about overland vehicles, midsize trucks and SUVs often come to mind first. But heavy-duty platforms are increasingly finding their place in serious overland travel — especially when long trips, heavy gear, and self-sufficiency are priorities.
HD trucks offer:
- Higher payload ratings to comfortably support rooftop tents and gear
- Greater stability for vehicle-mounted tents
- Improved durability for long-distance travel
- Room for supporting upgrades like suspension, storage, and auxiliary power
A rooftop tent on a heavy-duty truck isn’t about excess — it’s about confidence. Confidence that your setup can handle terrain, weather, and miles without compromise.
Why Cognito Motorsports Chose a 23Zero Rooftop Tent and Awning
Professional builders don’t select components at random — especially on SEMA builds where every detail is scrutinized. Rooftop tents and awnings need to strike the right balance between weight, strength, usability, and reliability, and they have to perform in real conditions, not just under show lights.
For the Cognito Motorsports GMC Sierra HD AT4X, that balance came in the form of a complete 23Zero overlanding shelter setup. The build features one of our hard-shell clamshell-style rooftop tents — the Kabari XL — paired with a Peregrine 270-degree awning to create a cohesive, expedition-ready living space around the vehicle.
Designed with larger vehicles and longer journeys in mind, the Kabari XL complements a heavy-duty overland build without adding unnecessary complexity. Its hard-shell construction, efficient footprint, integrated roof bars, and quick deployment support the kind of travel this truck was built for — extended routes, changing terrain, and nights spent off the grid.
The addition of a 270° awning expands that capability even further, providing fast-deploying coverage around the vehicle for shelter, camp setup, and weather protection. Together, the tent and awning function as a unified system — not accessories, but essential components of a serious overland build viewed by many at SEMA 2025.
That’s why seeing 23Zero rooftop tents and awnings featured across multiple Hagerty recognized SEMA builds matters to us.
Our roof tent and awning systems are built to:
- Support extended overland travel
- Handle changing weather and terrain
- Integrate cleanly into serious vehicle builds
- Deliver comfort without unnecessary complexity
We don’t build rooftop tents and awnings to be flashy. We build them to be used — whether that’s on a weekend trip or a cross-country expedition.
Two Hagerty-Recognized SEMA 2025 Overland Builds. One Common Thread.
The Cognito Motorsports build wasn’t the only Hagerty featured overland rig running 23Zero gear.
Hagerty also highlighted the aFe Power SEMA 2025 build, which featured a 23Zero rooftop tent as part of a complete, performance-focused overland setup in their 5(ish) Excellent Overland Builds from SEMA 2025 article.
If you missed that one, you can check it out here:
👉 SEMA 2025: aFe Power Features 23Zero
Seeing 23Zero tents show up on two of Hagerty’s five standout overland builds tells us something important: when builders are free to choose what works best, they consistently prioritize reliability and real-world function.
SEMA 2025 Overland Build Walkaround: Cognito Motorsports & LiquidSpring
This quick clip highlights how 23Zero rooftop tents appear across multiple SEMA 2025 builds. Alongside the Cognito Motorsports overland truck, it also features a Walkabout soft shell rooftop tent mounted on a Polaris Xpedition ADV at the LiquidSpring booth — a platform showcasing Smart Suspension™, RideSync™, Tru-Earth Leveling®, and a fully enclosed, climate-controlled cab built for serious off-road travel. In both cases, the tent isn’t an afterthought, but a core part of an expedition-ready overlanding setup.
What This Says About the Future of SEMA Overland Builds
Overlanding continues to evolve. What started as lightweight weekend setups is now expanding into professional-grade, long-range vehicles built to travel farther and stay out longer.
We’re seeing:
- More heavy-duty platforms entering the overland space
- Greater emphasis on payload management and durability
- Rooftop tents treated as essential gear, not optional add-ons
SEMA 2025 made one thing clear: thoughtful overland builds are no longer about trends — they’re about trust in the components that carry you forward.
Final Thoughts
We’re proud to see 23Zero rooftop tents and shelter gear featured alongside respected builders and trusted automotive voices at SEMA 2025. Being represented on two of Hagerty’s standout overland builds isn’t something we take lightly — it reinforces a belief we’ve held from the beginning: when you build gear to perform in the real world, professionals take notice.
From heavy-duty overland trucks to innovative off-road platforms, the common thread is thoughtful design, proven reliability, and equipment chosen with intention. That’s the space 23Zero aims to live in — building products that support real travel, real conditions, and real adventure.
If you’re exploring a rooftop tent or shelter setup for your own overland build, looking at what experienced builders choose — and understanding why they choose it — is one of the best places to start.
Happy Camping!
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