If you think custom trucks are just lifted suspensions and oversized tires, think again. The humble pickup truck is what built post-war America, hauling everything from lumber to towing trailers, helping lay power lines, and playing a key role in the vast Interstate network. The big three were pivotal in this effort, and today, trucks come in all shapes and sizes, from compact to heavy-duty, from bare-bones workhorses to plush, and even leather-wrapped luxury rigs.
But Apocalypse Manufacturing, based in Southern Florida, is taking things to the extreme in the custom truck scene, which is the focus of Truck Dynasty, Discovery Channel’s new occupation‑reality series, premiering Tuesday, August 12, 2025, at 9 PM ET/PT. The show centers on Joe Ghattas, founder and owner of Apocalypse, working alongside his wife and co‑owner, Ashley Ghattas, in a family‑run shop that pushes custom truck fabrication to the limits.
With builds starting out as Gladiators, Broncos, and RAMs, what sets Apocalypse apart is its willingness to push boundaries on design and functionality. While most shops focus purely on off-road capability or sheer size, Apocalypse blends extravagance, everyday usability, and personalization that speaks to each owner’s lifestyle. More recently, even a Lamborghini Urus (SloFlo Customs)and a Land Rover Defender have received the full apocalypse treatment. Apocalypse builds extreme 6×6 and 4×4 trucks, while SoFlo Customs customizes a broader range of vehicles with a direct-to-consumer approach.
Since launching Apocalypse, the team has built several custom trucks, including their signature 6×6 (six-wheel drive) models, carving out a niche for themselves. Now, these aren’t just extended trucks with extra axles, because Apocalypse’s 6x6s feature custom-built chassis reinforcements, upgraded suspensions, and unique styling cues that blend rugged utility with street cred. Highlights typically include widebody fenders, chunky off-road tires (40 inches), custom paint jobs, and so much more.
Throw in crate motor flex (the Hellcat V8 is very popular: but LS3, HEMI, diesels are also available) and a luxurious cabin with pretty much any conceivable material imaginable (Alcantara, leather, carbon-fiber), and you have something that’s rugged on the outside, but comfy on the inside.
Their Hellfire series, in particular, is among the most popular and aggressive builds, engineered for both show and serious off-road performance. Undoubtedly, they have an equally exuberant list of clients. From celebrity chefs to NBA legends and fashion icons, Apocalypse’s builds are as flamboyant as they are functional.
Think Guy Fieri, who commissioned an Apocalypse Hellfire loaded with a slide-out mobile kitchen, or Shaquille O’Neal, who ordered a superhero-themed Apocalypse Super Truck that looks like something that’s truly from the post-apocalyptic world. The show will also showcase amphibious vehicles like the “Boat Truck” and high‑water response builds that can handle land, water, and even disaster zones.
But Truck Dynasty isn’t just about glamor and fame. Each episode is set to dive deep into the engineering chaos behind these extreme builds. At its heart, Truck Dynasty is a story of bold ideas and family hustle.
Joe’s in-laws anchor the operation, running sales and marketing. It’s a family affair, with horsepower, hydraulic lifts, and heavy metal thrown in. So, whether it rolls, floats, or climbs, tune in on August 12 to watch the drama unfold and find out exactly how this one-of-a-kind crew transforms your everyday truck into machines that turn heads both in the real and virtual world.
Images Source: Warner Bros.Discovery