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The Word Custom Has Become the Worst Kind of Oxymoron Feb 26, 2021
In the beginning, there was only custom. Shape your own stone ax. Weave your own basket. Everything was engineered to hazy eyeball standards and built out of whatever was lying around. That changed around 1450 in Hungary when the “carriage trade” was born, and all the rich people started trying to one-up each other with superfancy horse-drawn coaches. Mere carts and wagons were for farmers and tradesmen. The elite commissioned fine coaches. That’s when “custom” was born for the first time.
This story originally appeared in Volume 3 of Road & Track.
One corner of the market remains relatively unsullied by this trend, however, is pickup trucks. The biggest seller of them all is technically an alphanumeric, the F-150, but there are plenty of trim levels that make you grin while saying them Tremor and Lariat top that particular list. Across town, one can drive away in a Power Wagon or a Trail Boss, two more great trim names we don’t think are disappearing any time soon, thanks in no small part to how fun they are to say.
Today, we’ll be strolling through our freshly invented Trim Name Hall of Fame, gathering a few of what we think are the best-named trim levels ever to be slapped on the side (or tailgate) of a pickup truck. Did we miss your favourite? Be sure to sound off in the comments below.