Network
In this day and age of social media ubiquity, just about everyone who has a passion for something wants to make a living sharing their exploits with the rest of the world, but very few have managed to actually accomplish that goal. Alex Bowsher serves an exception to that rule.
As the founder of AllTerrainTrucks.com, the Atlanta, Georgia truck fanatic has amassed an Instagram following that’s currently 850,000 users strong, making his account one of the most popular automotive-related destinations on the site. With an audience that large, Bowsher has managed to attract the attention of aftermarket companies who are looking for truck fans to showcase their latest wares which has in turn created a legitimate marketing venture out of his social media efforts.
Bowsher got his start with diesels while working at a large dealership. The job provided him with the opportunity to drive a number of different vehicles on a day-to-day basis. His first foray into trucks started with a lifted 2011 GMC Sierra 1500, and from there the sky was the limit. The 2016 SEMA show was Bowsher’s first time at the annual convention, and having his truck showcased at the American Force Wheels display certainly wasn’t a bad way to get introduced.
“I sort of fell into the diesel scene,” Bowsher explained. “Years ago, I was working at one of the biggest truck dealers in the Southeast, and getting to drive all the trucks there influenced me into getting one for myself one day.”
That urge led to Bowsher’s first truck – a lifted 2011 GMC Sierra 1500, and like so many gearhead stories, it took him on an increasingly ambitious path. Those projects drew more attention to his social media endeavors, leading Bowsher on the path to where he is today.
Bowsher’s latest project is this – a Duramax-powered 2016 Chevrolet Silverado 2500HD that’s been thoroughly warmed over from top to bottom. Acquired in March of 2016, the truck was designed and built by Cris Payne and the team at Truck Guru for last year’s SEMA show. “We bought it with the full intention of turning it into a show truck for SEMA,” Bowsher told us.
Bowsher took delivery of this Duramax-powered Silverado in March of 2016 with a plan to build it for SEMA. He tapped the team at Truck Guru to design and build the Chevy for the big show. Bowsher says that by his estimation, the plan was executed without flaw. Though picking a most-coveted element of a build can be like choosing a favorite child for many builders, Bowsher says if forced to choose, he'd likely go with the PlainANSimple headlights and taillights as the winner. The Truck Guru team went above and beyond modifying the lights with cameras that display onto a monitor molded into the headliner. They even record 48 hours of footage at all times, whether the truck is running or not.
“Cris made it happen,” said Bowsher. “Being at SEMA was a spoiling experience, to say the least – anything and everything I wanted to see was there. Being that it was my first ever SEMA show, I was blown away at how massive the show really is. I am very grateful to American Force Wheels for allowing the truck to be a part of their booth at the show.”
Though most projects are never done, Bowsher says this build is pretty much complete as it sits now. “The truck will stay the way it is for the most part,” he explained. “I don’t have any major plans to alter it because Cris essentially covered every aspect of this truck when he built it for SEMA.”
The Silverado rides on American Force wheels, which are wrapped in Interco off-road rubber. A Bulletproof suspension system gives the truck the stance and height that helps it stand out in crowd, even at a show like SEMA, while the Mag-Mytec differential cover provides some added visual pop underneath. Inside, the Chevy's cabin has been treated to a Roadwire leather interior and no shortage of electronics upgrades, along with teal accents that coincide with the color of the suspension components.
As for his favorite mod on the Silverado? “Picking a favorite part of the truck is a difficult choice,” he explained. “I would have to go with the PlainANSimple headlights and taillights. Cris had an idea to put cameras in the headlights and taillights. Not only do the cameras display on a monitor molded into the headliner, but they also record 48 hours of footage, even when the truck is off.”
Breaking with traditional gearhead convention, Bowsher claims that the Silverado project is pretty much completed, as the Truck Guru team tweaked every aspect of the truck that needed modification in order to prep the Chevy for last year's SEMA show. We certainly can't blame him for being satisfied with the results, and it comes as little surprise that the truck attracts a lot of attention both on the street and on social media. So, rather that fix what isn't broken, Bowsher is already setting his sights on the next build, the likes of which will undoubtedly be chronicled through his Instagram account.
But don’t think for a moment that his truck modding days have come to a standstill. Given the results of the Truck Guru team’s efforts to build the Silverado for SEMA, Bowsher is already setting his sights on the next project. “Overall, I am extremely happy with the work that Cris Payne put in to make my dream a reality,” he told us. “I cannot wait for the next build.”
So what’s in store next? Well, your best bet is to follow his Instagram feed to keep up with his latest adventures. Maybe there is something to this social media thing, after all.
