Lonestar Overland Adventure: Austin’s New Off-Road Hotspot

This year’s Lonestar Overland Adventure & Powersports Show brought in a steady stream of people who were there looking to buy and build. That’s a big deal for a first-time show. Here’s what stood out:

• Nonstop foot traffic – From the second the doors opened, the booth stayed busy. That kind of energy doesn’t just happen by accident.
• First-time buyers showed up big – Newcomers to the overlanding lifestyle were out in force, ready to ask questions, learn, and start building out their rigs.
• Austin's off-road scene is legit – With a growing off-road community, and passion for all things outdoors, this city’s primed to become a top-tier hub.

Our LC250 didn’t just show up. It showed off.  More Toyota Land Cruiser owners hit this event than we’ve seen anywhere else, and they came with questions, curiosity, and serious plans. You could feel the buzz every time someone stopped to check it out.

• “What wheels are you running?”
• “How’s the ride on those coilovers?”
• “Can I get that setup on my rig?”

Yep. You can. That’s what makes shows like this so valuable—real conversations, real interest, and face-to-face moments that turn into long-term connections. You can’t get that through a screen.

The show wasn’t just a win with customers—it was a big moment for connecting with regional dealers who are out here doing the work every day. We had solid conversations with some standout names:

• B&H Customs
• Zack’s Tent Shop
• The Rack Shop
• RPM Garage

Each one brought something different to the table, but they all share one thing: a passion for helping folks build out their dream rigs. We laid the groundwork for some promising collaborations, and we’re stoked to see where those relationships go next.

We came ready—and so did the crowd. Here’s how we kept Rough Country top-of-mind:

• Product guides flew off the table
• Stickers and patches? Gone in a flash.
• Great feedback on upcoming events, especially the buzz around the Toyota Jamboree in Texas—yep, we’ve got our eyes on that too.

More than anything, it was clear that people weren’t just looking to buy gear. They were looking for a brand to ride with—and they found one.

The Lonestar Overland Adventure wasn’t just a solid event—it was a launch pad. This thing’s got the bones to grow into a flagship event in the overland and off-road space. And Rough Country’s not just showing up—we’re planning to lead.