I initially went into the dealership angling for a lightly equipped Trailhawk and walked out with a loaded Latitude. That said, I'm very happy with how things worked out and got 85% of what I was looking for. But there is always something...
1. Skid plates. My current usage is for most practical purposes in town, but I do head up to Hayward during autumn for family and hunting, and have access to 40 acres on the Namekagon river. I needed a vehicle capable of getting through a bunch of old logging roads that get maintained about once every 15 years or so, if that. On the more ambitious side, I inherited a nice plot literally in the middle of nowhere, Montana surrounded by thousands of acres of ranch property and no one to help out if things go wrong. It's been just sitting there because I have no easy way to get to it. I want to be able to get out there and improve it / build a cabin, ect. That might require investing in skid plates so I still have a car left when I drive in and out, along with a good utility trailer.
2. Tonneau cover, just for the extra shade for the grocery run / keeping the ice cream from melting and a bit of extra security for anyone peeking in on things.
3. The improved 9 speaker sound system. The stock system is perfectly fine, but I still get the nagging feeling that I should have just gone for it.