Don’t Judge This Truck by Its Sheetmetal
Icon 4x4 showcased the depth of its customization capabilities with the 30th build of its Thriftmaster pickup restomod program, which is based on classic Chevrolet trucks. While this hand-built vehicle retains the outward appearance of a typical 1950s-era pickup, it was engineered with high performance in mind—making it a sleeper by design.
Chief among the modifications is the GM E-Rod 6.2-liter LS3 small-block V8, which produces 440 horsepower, representing a slight increase over the standard configuration. The engine is paired with an automatic transmission with overdrive, offering an alternative to the Tremec TKO 5-speed manual that has been available on earlier examples.
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Designed to Drive
The performance-oriented upgrades extend well beyond the drivetrain. The truck rides on a custom Art Morrison Enterprises chassis fitted with a four-wheel independent suspension, replacing the more traditional solid-axle configuration. Stopping power is handled by Brembo brakes, while a set of 18-inch forged aluminum wheels is wrapped in Michelin Pilot Sport tires.
Icon 4x4 founder Jonathan Ward said the vehicle may resemble “an old farm truck,” but emphasized that it “delivers modern sports car performance.” He added that the brand aimed to capture “the best of all worlds when it comes to design, performance, and client preferences.”
That old farm truck aesthetic is also carefully preserved inside the cabin, even as modern technology is discreetly integrated. Features such as a Bluetooth audio system and a concealed subwoofer are hidden to maintain a period-correct look. Additional interior equipment includes Dakota Digital gauges, power door locks and windows, brown leather seats, and an Alcantara headliner.
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Exclusivity Comes at a Price
Like many high-end restomods, the Thriftmaster appears relatively simple at a glance, but commissions can become substantial once the details are considered. Icon 4x4 said that Thriftmaster builds start at $225,000, placing them in roughly the same price range as a new Porsche 911 GT3, a proven modern performance benchmark. However, beyond outright performance, the Thriftmaster instead leans into craftsmanship, exclusivity, and individuality—things most production vehicles just can’t match. Each commission is carefully hand-built, which typically results in a waiting period of roughly one year before delivery, with one-off projects often taking even longer.
Beyond the Thriftmaster, the California-based shop also offers other vehicle programs based on platforms such as the Toyota Land Cruiser and the Ford Bronco. It has even explored electrification with an all-electric Bronco restomod developed in partnership with Texas-based Moment Motor Co.
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