Chevy has brought three customized show trucks to SEMA this year. Each is made to drive through sand (like the Nevada desert surrounding Las Vegas where the show is held), but each takes a different starting point and a different approach.

The smallest of the trio is the Trax Active concept. Based on GM's tiniest crossover, the show truck has been prepped for the dunes with a lifted suspension and wider track, fitted with 18-inch wheels and all-terrain rubber. The front and rear bumpers have also been reprofiled to improve the vehicle's approach and departure angles, while a Thule roof rack gives it more cargo capacity and a place to mount the LED auxiliary light bar. The whole thing is painted in a suitably marshal shade of matte beige, with carbon trim, red tow hooks, and a jet-black interior.

Too small? The Trax is joined by a Colorado pickup that looks no less combative with its green paintjob, but has actually been designed by Hurley with surfers in mind. It's based on a Colorado Z71 Crew Cab, and features a similarly lifted suspension, with 17-inch wheels and off-road tires. But where it departs is with the roof-mounted surfboard rack, wetsuit drying rack, and nautical bed tarp. The earth-tone interior is upholstered in quick-drying neoprene, with Hurley logos inside and out.

Still too small? There's a custom Silverado 1500 as well. This truck highlights the factory High Desert package, but takes a sleeker, less militaristic approach than its more diminutive counterparts. The package brings Chevy's Magnetic Ride Control suspension to the Silverado for the first time and includes a lockable, flexible bed cover. The show truck is further enhanced with performance exhaust and brake kits and upgraded trim, as well as 22-inch wheels in a bronze finish to complement the interior and offset the dark blue bodywork.

The three trucks represent three very different ways to take to the desert sand, and just go to show how specific customers can get when optioning out their new rides. Which, in the end, is what the SEMA show is all about.