■FIELD RESEARCH

Fox's reputation as a race-winning brand means that people expect the best out of its products. Most notably, Fox is a prominent player in the Baja 1000, Mint 400, and other SCORE off-road desert races with sponsored trophy trucks driven by some of the series's best athletes. The truck, therefore, is intended to bring the trophy truck experience to the customer as best it could while still meeting the needs of a daily driver. Experiences in driving the first prototype, meeting trophy truck builders, and hearing stories about races in the past proved to be key components in informing the truck's design.

■DESIGN STRATEGY

After getting to know the people, traditions, and vehicles involved in the world of desert racing, four key areas if inspiration were identified to inform the design language of the vehicle. These four areas would also be the yardsticks used during multi-department meetings to ensure cohesion between different groups in the company.

1. CHEVROLET DESIGN CUES

  • The vehicle should not look aftermarket or appear to be upfitted
  • The design should be unique, but not so drastic that it could be mistaken for a Ford or Ram
  • The new body paneling should work well with all visible parts that are not being replaced

2. TROPHY TRUCK DNA

  • The vehicle's direction towards race-related off-roading should be clear in its silhouette
  • Some solutions to different parts of the design could find inspiration from the construction of these vehicles, such as the use of tube steel and exposed hardware​
  • The trophy truck should be the benchmark for best-of-the-best performance

3. FOX BRAND STYLING

  • The truck should have some lean towards Fox Factory's established design language

  • Use of chamfers and machined-like qualities should be apparent in the design
    ​
  • The Fox Factory orange should be a key player in certain parts of the vehicle

4. UNIQUE IDENTITY

  • The vehicle read should be distinct from other OEM trucks, as well as be visibly distinct from other pre-runner builds

  • The design should be rooted in a story developed from all field and cultural research

  • The vehicle should be desirable in the same way as a wall-poster vehicle