I agree chrome is hard to make, especially on a still shot. You will be able to illustrate a chrome material on a movie where the camera is moving to different angle...
Chrome is not a mirror but it reflects like a mirror, so to make the chrome material not looking flat, you need to give it something to reflect, ideally something high contrast in tone value. But a lot of time when we set up a scene for render, we only have the car and a ground. In that situation, we have to apply the real life studio photography techique, for example the white plane above the car as you all seen it from the ds-auto's scene setup. some people may say that is a boring setup, but I can assure you that is a classic studio photography set up for car, as I have commisioned some photographer in the past to produce car advert.. that plane helps to light the car as well as help the modelling of the car of its reflection. Without that plane, the car will look so flat. secondly, you may want to place some other reflectors or object behind the camera, the reason is so they are off the scene which will not be render in your shot but will appear on the car's refection (with 3ds max, you can exclude objects from render but keep them in reflection only)
Or the other way is to apply an appropriate environment map together with raytrace reflection in your material, what do I mean by appropriate is if your scene setup is in an indoor studio type, don't use a reflection which has bright blue sky with clouds, because they don't match.