LifestyleRough Country Heads West

If you’ve been to a show like this, you know the gear speaks for itself. But it helps when there’s a crew on hand who knows it inside and out. The Rough Country team—Jason Birkes, Jeff Chamberlin, and I—came ready to talk shop. We had a solid lineup of rigs in the booth that pulled a lot of attention:

• A 2020 Tacoma (RC Ambassador build)
• A 2022 Tundra
• A 2016 Jeep JK (another RC Ambassador)

These rigs weren’t just there to look good—they were fully equipped with parts like suspension kits, running boards, step systems—you name it, they were on display and getting attention. A lot of attendees pulled out their phones to show off their own RC setups, and we lost count of how many people said, “I’ve got that on my rig right now.”

Top mentions? Our Vertex Suspension System led the charge for the western crowd, but we heard a lot of excitement for M1 and M1R shocks too.

We didn’t just stay behind the booth. While in Arizona, the team hit the trails around Sedona to capture content and do what we do best—test gear where it counts. The landscape there is no joke: steep climbs, rough terrain, and views that stop you mid-sentence. It gave us the chance to get fresh photo, video, and social content in one of the most iconic overlanding regions in the U.S.

Because let’s face it—if your gear can’t handle Sedona, it’s not built for real overlanding.

One thing that stood out right away: the community was glad we showed up. This wasn’t just a brand intro—it felt more like a reunion we didn’t know we were part of. We had real conversations with folks running RC parts, swappin’ trail tips, and asking about upcoming products.

Here’s what stuck with us:

• Tons of families at the event—this wasn’t just for hardcore solo explorers
• Sticker sheets and patches were a huge hit.
• Strong interest from Toyota owners—Tacoma, Tundra, and 4Runner all had a heavy presence
• A surprising number of Subaru’s and adventure vans, too
• Lots of buzz from media teams and influencers looking to partner on builds

We also connected in person with Tacoma Lifestyle, 4Runner Lifestyle, and Tundra Lifestyle—keep an eye out for future media collaborations with their teams.

We went to Flagstaff to listen, learn, and represent the RC community—and we’re coming back for more. The reception at Overland Expo West lit a fire under us, and we’re not slowing down.

• Overland Expo East? We’ll be there.
• SoCal next year? That’s the plan.
• More builds, more meetups, more connections.

And yes, we heard you loud and clear—you want more of Rough Country in the overland space.

This was more than just a first show for us—it was a reminder of why we do what we do. When we’re face-to-face with people who live the off-road lifestyle and rely on our products to get them there, it pushes us to keep raising the bar.

Were you at Overland Expo West? Drop a comment and tell us what you thought—what gear caught your eye, what trail you’re headed to next, or just what you’re running on your rig. We’d love to hear it.