2018 Chicago Auto Show: The Ultimate Truck Enthusiast's Guide

A New Benchmark in refinement and Efficiency

Following its debut at the North American International Auto Show in Detroit just weeks earlier, the completely redesigned 2019 Ram 1500 made its Chicago appearance to significant acclaim. The new model represented a comprehensive rethinking of what a full-size pickup could be, with dramatic improvements in materials, technology, and efficiency.

The 2019 Ram shed up to 225 pounds through extensive use of high-strength steel and aluminum components while simultaneously improving rigidity and crash protection. Perhaps most impressively, Ram engineers managed to achieve up to 22% better fuel economy compared to the outgoing model—a remarkable feat in the full-size truck segment.

Key innovations featured in the new Ram 1500 included:

• Mild hybrid eTorque system providing torque assist and fuel economy benefits
• Class-exclusive adaptive suspension system with automatic leveling
• Segment-first 12-inch Uconnect touchscreen with split-screen capability
• Significantly upgraded interior materials with available real wood and metal accents
• Enhanced safety features including 360-degree camera system and blind-spot monitoring

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The Ram display at the Chicago show allowed attendees to experience firsthand the dramatic interior improvements, which many automotive journalists described as best-in-class, potentially surpassing even luxury brands in fit and finish.

Mixed Materials Strategy and Advanced Powertrains

Chevrolet's answer to the Ram redesign came in the form of the all-new 2019 Silverado 1500, which also made its Chicago debut after being revealed in Detroit. The Silverado took a different approach from its crosstown rival, focusing on engineering innovations and a mixed-materials strategy to reduce weight while increasing capability.

The new Silverado featured an impressive array of powertrain options, including an all-new 2.7-liter turbocharged four-cylinder engine that defied conventional thinking about what constituted a "truck engine." This powerplant utilized advanced technologies like active thermal management and cylinder deactivation to deliver V6-like performance with better fuel economy.

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Notable features of the 2019 Silverado included:

• Up to 450 pounds of weight reduction through strategic use of aluminum and high-strength steel
• Industry-first carbon fiber composite bed for enhanced durability and weight savings
• Advanced Dynamic Fuel Management system capable of deactivating any number of cylinders in varying sequences
• New Trailboss package with factory-installed 2-inch lift and off-road components
• Revised interior with improved ergonomics and available front center fold-down seat with storage

At the Chicago show, Chevrolet emphasized the Silverado's increased payload and towing capabilities, which now reached up to 12,200 pounds when properly equipped—a significant advantage over key competitors.

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Tacoma and Tundra TRD Pro Modelsels

Toyota made a significant statement at the 2018 Chicago Auto Show by showcasing both the updated Tacoma TRD Pro and the returning Tundra TRD Pro for the 2019 model year. These models represented the pinnacle of Toyota's off-road engineering, designed specifically for enthusiasts who demanded maximum capability straight from the factory.

The 2019 Tacoma TRD Pro received several key upgrades, including new internal bypass Fox shock absorbers that provided improved damping characteristics both on and off-road. Toyota engineers also retuned the spring rates and added a new TRD front skid plate for enhanced protection during serious off-road excursions.

The Tundra TRD Pro marked a welcome return after a brief hiatus, addressing criticism from Toyota loyalists who had been asking for a factory-built off-road variant of the full-size truck. Based on the Tundra CrewMax 4x4, the TRD Pro version featured:

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• 2.5-inch internal bypass Fox shock absorbers with external reservoirs
• Unique front grille with "TOYOTA" lettering instead of the traditional logo
• TRD cat-back exhaust system for improved sound and minimal performance gain
• 18-inch BBS forged-aluminum wheels wrapped in all-terrain tires
• Rigid Industries LED fog lights integrated into the front bumper

Toyota's display effectively highlighted how the TRD Pro models balanced everyday drivability with extreme off-road capability, a combination that had proven increasingly popular with truck buyers.

Ivan Stewart's Trophy Truck and Super Off Road Arcade

Beyond showcasing their current production models, Toyota created one of the most engaging displays at the 2018 Chicago Auto Show with a thoughtful celebration of their off-road heritage. The centerpiece of this nostalgic exhibit was Ivan "Ironman" Stewart's actual No. 1 Trophy Truck, suspended dramatically above the show floor where it couldn't be missed by any attendee.

Ivan Stewart represented a legendary figure in off-road racing, with a career that spanned decades and included countless victories in events like the Baja 1000. His association with Toyota helped establish the manufacturer's reputation for building durable, capable vehicles that could withstand the most extreme conditions.

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Perhaps even more engaging for show attendees were the fully functional "Super Off Road" arcade games placed throughout the Toyota display. These games, which featured Stewart's likeness and signature, allowed visitors to experience a piece of automotive gaming history firsthand. Unlike the often poorly maintained arcade cabinets found in actual arcades, Toyota's versions were in perfect working condition with responsive wheels and pedals.

This nostalgic display accomplished several strategic objectives for Toyota:

• Connected current truck models to a legacy of off-road performance and durability
• Created an emotional connection with attendees who remembered either Stewart's racing career or the classic arcade game
• Provided interactive entertainment that differentiated the Toyota display from other manufacturers
• Appealed to multiple generations simultaneously—parents who remembered the original games and their children experiencing them for the first time

The exhibit demonstrated how automotive shows had evolved beyond simply displaying vehicles to creating immersive brand experiences that engaged attendees on multiple levels.

Engineering Spectacle and Marketing Genius

While not quite Bigfoot—the legendary monster truck that started the phenomenon—Toyota's massive Tundra monster truck created an undeniable spectacle at their display. Looming over the show floor, this engineering marvel captured attention from every corner of the convention hall and became a must-see attraction for show attendees of all ages.

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The Tundra monster truck featured all the expected modifications: enormous tires standing over six feet tall, custom fabricated suspension with massive travel, safety cage construction, and exaggerated bodywork that maintained just enough of the production Tundra's design language to be recognizable. Though not functional for actual monster truck routines (it remained stationary throughout the show), its presence made a powerful statement about Toyota's truck capabilities.

From a marketing perspective, the monster truck display served multiple purposes:

• Created a visual anchor that drew attendees to the Toyota display from across the massive convention center
• Associated the Tundra name with extreme capability and ruggedness
• Provided an impressive backdrop for photographs that would be shared on social media
• Appealed to families with children, an important demographic for future truck buyers

While some enthusiasts expressed disappointment that the truck wasn't part of one of the show's ride-along experiences, its stationary display allowed for closer inspection and better photography opportunities than a moving vehicle would have permitted.

BDS F-250 Short Wheelbase: A Raptor Competitor

Ford brought a taste of the Specialty Equipment Market Association (SEMA) Show to Chicago with an impressive display of modified trucks that highlighted the capabilities of their vehicles and the creativity of the aftermarket community. Among these vehicles, one stood out particularly: the bright orange BDS F-250 short wheelbase truck.

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This custom build started with a Ford F-250 Super Duty chassis but featured a dramatically shortened wheelbase that gave it proportions unlike any production truck on the market. The modification required extensive engineering work, including frame shortening, custom drivetrain components, and reinforced suspension mounting points.

The truck featured a complete BDS aftermarket suspension system with massive 43-inch tires that completely filled the wheel wells. The suspension provided exceptional articulation and damping characteristics that would allow this heavy-duty truck to perform surprisingly well in high-speed off-road conditions—potentially giving the purpose-built Ford Raptor serious competition in desert running scenarios.

This vehicle had previously won a "Best Monster" award from MotorVero's sister site PickupTrucks.com at the 2017 SEMA Show, and its appearance in Chicago allowed a much broader audience to appreciate the craftsmanship and engineering behind the build. Key features included:

• Custom shortened frame with reinforced critical stress points
• BDS 8-inch lift suspension system with remote reservoir shocks
• Massic 43x15.50R20LT tires on custom forged aluminum wheels
• Custom-fabricated body mounts and reinforced cab structure
• High-visibility orange paint scheme with custom graphics

Ford's decision to showcase this vehicle demonstrated their understanding of the growing interest in highly modified trucks and their willingness to embrace the aftermarket community that supported their products.

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Specialty Versions of the Iconic Off-Road Truck

Beyond the custom BDS F-250, Ford displayed several specialty versions of their already-special F-150 Raptor, which had firmly established itself as the benchmark for high-performance off-road trucks. These variations demonstrated the platform's versatility and appealed to different segments of the performance truck market.

One notable example was a Raptor equipped with an extensive accessory catalog from Ford Performance, including upgraded lighting, bed storage solutions, and unique exterior graphics packages. This approach showed buyers how they could personalize their Raptors while maintaining factory warranty protection and engineering integrity.

Another interesting display was a Raptor modified for desert racing with additional safety equipment, increased cooling capacity, and reinforced suspension components. While not street-legal, this vehicle highlighted the Raptor's competition pedigree and connection to the Baja 1000—a race that Ford had used extensively in developing and marketing the truck.

Ford's emphasis on Raptor variations reflected several market realities:

• The tremendous profitability of high-performance trim levels within the truck segment
• Growing consumer interest in factory-backed performance parts and accessories
• Increased competition in the performance truck segment from rivals like Chevrolet's Colorado ZR2 and Ram's Power Wagon
• The importance of halo vehicles in driving showroom traffic and brand perception

By showcasing these specialized Raptors, Ford effectively communicated their commitment to the performance truck segment while giving attendees a vision of what might be possible with their own vehicles.

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