Armor, racks and what the salt does
Rock is not the enemy in Minnesota. Water, salt and cold are. Fabrication work here earns its money in how it is finished and where it traps moisture, because a bracket that holds slush against a frame rail all winter is a bracket that rots the frame. Ask what the coating is, how drainage is designed into a skid plate, and whether a weld seam will hold water.
Design for what you actually carry. This is canoe and kayak country, so a roof rack that loads from the side of the vehicle rather than over the tailgate is worth more than another inch of bumper. The forest roads are narrow enough that the Superior asks drivers to expect to reverse for logging trucks, so keep the rig narrow and keep the mirrors usable.