Pathfinder:

Bruce and the F150

American Adventure Legacy

On the Pacific Coast Highway in California, a modified Ford F150 roars through the wilderness, its golden sun and mountain emblem gleaming under the night sky. This truck is Bruce Overlander’s “mobile fortress,” the origin of the Pathfinder brand.

Bruce, a car enthusiast raised in Los Angeles, has been captivated by outdoor exploration and DIY modifications since his teenage years. In 2018, he purchased a used F150, determined to transform it into the ultimate weekend camping rig.

Yet, the reality of scattered parts, complex installations, and high costs sparked an epiphany:

“Why not create a modular design that lets everyone easily forge their own path?”
This vision ignited Pathfinder.

Bruce’s journey began with that F150

As an engineer by trade, he handcrafted aluminum storage cabinets and a solar roof rack, enduring countless trials to build a truck that blended functionality and personality. His modification diaries drew thousands of DIY enthusiasts, fueling his passion.

In 2023, he left his career to launch Pathfinder, collaborating with American global manufacturers to develop modular kits. The debut product? A custom F150 cabinet and a complete power module system, distilled from his wilderness adventures.

Rebirth through challenge

Pathfinder’s logo—a golden sun rising over mountains on a black background—embodies the American spirit of rebirth through challenge, perfectly aligned with the slogan “Adventure Peaks, Free Path.” This reflects Bruce’s journey from the Midwest to California.

In 2025, Pathfinder launched as a direct-to-consumer (DTC) e-commerce platform on pathfinderauto.com, surpassing 1,000 orders in its first year and reaching the North American adventurer community.

Bruce hosts live Instagram and TikTok sessions, showcasing F150 modifications, complemented by YouTube tutorials, targeting 25-45-year-old outdoor enthusiasts with incomes above $60,000.

sustainable, modular,

and boundless

The brand is more than products—it’s the “Pathfinder Community” Bruce built. The “Pathfinder Club” subscription offers exclusive tutorials and forums, with offline meetups uniting truck enthusiasts.

Tonight, at 10:30 PM, Bruce often says, “I’m not selling parts—I’m sharing a free way of life: sustainable, modular, and boundless.”

The roar of his modified F150 still echoes, with Pathfinder’s footprint spreading across North American wilds, awaiting you to drive your dream truck and explore “Adventure Peaks, Free Path.”

Join us to start your legend!