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Luxe Offroad / SEMA 2026 / Wide Open Dreams

Red Fury.
Built to stand out.

Shawn Chatham gets inside the vision behind Luxe Offroad’s custom builds.

▶ Watch the feature · 2:06
Shawn Chatham and a Luxe Offroad owner beside the red-and-black Red Fury truck at SEMA

The film / 2 minutes, 6 seconds / SEMA

The build.
The people behind it.

Ride along with Shawn for a closer look at Red Fury and the ideas behind Luxe Offroad.

I came around the corner at SEMA, saw that red-and-black wrap, and had to stop.

Then I got close enough to take in the rest of the truck. The height. The tires. The lighting across the front. The graphics running down the doors. Red Fury had the kind of presence that makes you change direction in a crowded aisle.

But walking around a build only tells part of its story. I wanted to meet the people responsible for it, so I joined one of Luxe Offroad’s owners for a closer look at the truck—and a conversation about what goes into making a vehicle your own.

The finish pulls you in.
The details keep you there.

Close view of the Red Fury graphic on the truck doors
Red Fury’s red-and-black graphics, photographed on the SEMA floor.
Rear three-quarter view of the lifted Red Fury truck with Luxe Offroad branding
The build carries its identity around the entire truck.

Beyond the first impression

More than a wrap.

In the interview, Luxe’s co-owner walks through a transformation that reaches beyond the graphics: the lift, suspension, lighting, and the way the pieces come together. He also discusses wrap materials, lamination, and the company’s approach to standing behind its work.

That is where the conversation gets interesting. A bold finish might earn the first look, but the choices beneath it matter to the person who will live with the vehicle after the show is over.

Luxe Offroad’s website describes a range of services that includes lift kits, performance upgrades, and vehicle styling. Its gallery opens up a wider view of the company’s automotive interests, from custom Jeeps to vehicles far beyond the show floor.

Burgundy Jeep on a red dirt trail from Luxe Offroad’s gallery
Image courtesy of Luxe Offroad.
White Jeep on rocky terrain from Luxe Offroad’s gallery
Image courtesy of Luxe Offroad.

The next direction

An idea.
Then a build.

For me, the appeal of a vehicle like this goes beyond the finish. It is the idea that somebody looked at an ordinary starting point and saw something entirely different.

That spirit fits Wide Open Dreams, our expanding segment within Dying Breed Television. We are following the people who take an idea seriously enough to build it—and bringing you along to see what happens.

Red Fury gave us a reason to stop. The conversation gave us a reason to stay.

Explore Luxe Offroad

What would you build?

See more vehicles and connect directly with the Luxe Offroad team.

Visit Luxe Offroad ↗
Wide Open Dreams

An expanding segment within Dying Breed Television

Keep the adventure moving.

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SEMA interview, footage, and photographs: SMC Productions / Dying Breed Television. Additional vehicle images courtesy of Luxe Offroad’s official gallery, used with permission.