I’m so conflicted about this. On the one hand, I love the idea of taking a brand-new, modern vehicle, packed as it is with the latest technology, performance, efficiency, safety features, and, yes, all of that new-ness (which brings with it the promise of trips taken without long periods of lingering by roadsides when something inevitably breaks) and skinning it with the charm and character of an old car’s body. I feel like I mention the ancient Aztec god Xipe Totec the flayed god every time I talk about a retro-modded car like this because of how the practice was to wear the skin of a sacrificial victim, but I promise I won’t do so this time. While these have existed for a while, it’s very possible that ICON 4×4’s C Modern Retro Series is the best example of this new-car-wearing-an-older-car’s-skin ever.
I mean, it better be, since it ranges in price between $450,000 to $550,000.
Go ahead and take a moment to wipe whatever beverage/chowder/chili you ejected at your screen when you read that price, because that’s a healthy reaction. If it helps, that price does include the donor brand-new Chevy Silverado that lurks under the surface, but not the 1967 to 1972 Chevy C10 or C20 pickup truck that will become the new body for this retro-mod.
Here’s how ICON 4×4’s press release describes it:
ICON 4×4 proudly announces the launch of its newest vehicle program: the Chevrolet C Modern Retro Series, a limited production series that seamlessly blends the iconic styling of the 1967 – 1972 Chevrolet C10 and C20 pickup with the engineering, performance, and everyday usability of a brand new Chevrolet Silverado 1500 4×4 V8.
Developed from the ground up by ICON founder Jonathan Ward and his team of engineers, designers, and craftsmen, the C Modern Retro Series is neither a restoration nor a conventional C10 Chevy build . Instead, it represents a comprehensive reengineering effort that preserves the complete functionality of a modern Silverado while clothing it in one of the most beloved classic Chevrolet trucks ever produced.
As you can see, this half-a-million-dollar Silverado looks, as far as anyone can tell, like a well-loved and worn old C10, something that may be worth, oh, between $8,000 and $10,000 if it’s just a nice original and running truck. A really nicely restored C10 can go for between, oh, $40,000 and $100,000, depending on just how nice, but it’s worth remembering that this is not a restored old truck. It’s brand new truck, very carefully re-engineered to look like an old truck, because it’s wearing the old truck’s entire body. And that’s not cheap or easy to do.
From a distance, you’d never realize this, of course. But start looking up close, and you get some hints:
Like under the hood; that’s the 6.2-liter Ecotec3 V8 engine, I think. It’s definitely not what originally came in any C10. Just like how this fusebox is clearly not from an old C10: 
Where are the pennies jammed in to replace missing fuses? That’s some prime old-truck character right there. They should have engineered modern fuses that look like pennies. When I order mine, I’ll demand that.
Another big tell is the dashboard:
I have to hand it to ICON here; they do a good job of integrating all these modern controls into a very old-school looking dash. However, for $500,000 freaking dollaritos I sort of want custom, retro-looking button faces for everything. The F, V, and T knobs look great (Flush, Vamoose, and Tsuris, I assume) but why don’t we get an old-school looking knob for the lights or parking brake or mirrors?
It looks like the lighting has been upgraded to LEDs, which make sense. And the patina on the paint is impeccable, too.
The interior materials look interesting, the way they ride the line between luxurious and retro. That’s not an easy line to walk, and I suspect here the goal was to keep retro look while upgrading to modern luxury tactility. I haven’t touched it, so I’m guessing, but that’s what it looks like to me.
Oh, and that window crank is just a switch for a power window, before you get too excited about rolling down your own window manually.
It sure looks like an old truck inside; I’m curious about how ICON handled sound deadening and rattle-resistance, which I suspect must be priorities in this price range. It seems like extensive work is done in that arena, with modern methods and materials.
If you like patina, you can get the Derelict style, which preserves old paint and patina, as this example does. Or, you can get it in Old School style, which seeks to make a sort of time capsule like-new version of the old truck.
“The 1967 through 1972 Chevrolet truck is one of the purest automotive designs ever produced,”
… ICON founder Jonathan Ward said to whomever was writing this press release, and I can’t necessarily argue with him there. These old trucks were remarkably clean and uncluttered designs, confident and not needing any superfluous ornamentation to look just right. They are fantastic old trucks.
Only five trucks in this series will be made, and I suspect that may be the right number. Because who is the target market for these? God’s dad’s boss?
I don’t know what to think. I love the idea of these, and I think these may be the best-executed versions of the modern-vehicle-reskinned-as-an-old-one ever. I’ve driven some similar sorts of things, like that Dodge Power Wagon retromod I drove a couple years ago, and that thing, while cool, was one of the most dangerous, difficult vehicles I’ve tested and it cost almost $400,000. I think the processes required to make vehicles like these simply isn’t cheap.
As usual, I have no doubt ICON will do an amazing job on these. But does that even matter to most of us? There’s going to be five made, all sold to people who pay professionals to keep people like me away from them. Far away, ideally.
Just to be clear, the chassis is a stock 2025 CK1500 Silverado, shortened a bit to fit the C10 body, which is all original C10, painstakingly made to fit and, even more impressively, not freak out the CAN-BUS, which remains gleefully unaware of what has been done to it. I was told by Jonathan Ward himself that the wheels are specially forged just for this application, too, to give the “perfect offset for a proper stance.” That man sweats the details.
Is the experience of owning and driving one of these that much better than owning and driving a $40-$50,000 competently restored old C10? Isn’t some of the charm of these old trucks the noise and smells and vibrations? I have similar questions about that Kindred EV-converted VW Microbus I just drove (and will have a review of soon). I don’t really know how to process these things in my head; I waver between appreciation and contempt, interest and irrelevance. I don’t really know what to do with these.
I’m open to hearing what you think. Maybe I just need to embrace the conflict.
I feel like I’d rather this be on something custom like a roadster shop or modern C10 chassis rather than be a rebodied 2025 truck.
For $500k this thing better derelict my balls.
It doesn’t even have Blue Steel installed.
Perfect comment is perfect
Agreed, but hear me out. I do see a floor mounted high beam switch and if that switch is indeed what makes the high beams operate… well, maybe it’s worth it.
Floor mount all the things
The exterior is “fine.” Like any patina’d restomod, it looks like it was attacked by a rabid power sander. The center console is absolutely horrid. For HALF A MILLION DOLLARS you should be able to get something other than stock 2018 GM switchboard plastics and a touchscreen molded into the steel.
ICON can do good vehicles. This is not it.
The prefect vehicle for anyone with more dollars than sense.
There are a few YouTube channels I’ve watched this year where a serious artisan type is grafting a classic body shell onto a modern chassis. It’s an astounding amount of work to do it right. I cannot imagine a full on shop making much profit on the job if they did it anything like the YT guys.
This truck looks nice for a truck. If I was doing it, I’d simply build up the existing bones to whatever standard I wanted. Integrating modern electronics would be bridge too far for me as well as fairly pointless IMO.
When we used to build cars for fun and pleasure we’d scoff at the rich dudes who’d buy a finished car or pay someone to do the work for them. Most of the fun of owning a customized car is in the build.
Are you watching Yorkshire Car Restoration put the Talbot Matra Rancho onto a Subaru Impreza for Jonny Smith?
No, I’ll track that one down. Thanks for the ref. The ones I’m watching are a classic charger on a new charge, mustang on mustang and challenger on challenger. The shop appears to be
One guy, soloing. The work he does is amazing! I’ll have to look it up and give u a name.
Somebody’s trying to steal my username…
Dizzy? no. Infuriated? no. Don’t care enough. Sad? Yes this makes me sad.
I’m conflicted, because ICON seems to make very nice and well detailed stuff from what I’ve seen online. There’s no doubt that this will be a very nice and well sorted truck.
On the other hand, I’ve personally restored and built two of these ’67-72 C-10s, and am currently working on a third (I was just welding new rockers into a cab over this past weekend). Outside of the ones I’ve worked on personally, I’ve been up close and laid eyes on a large number of these things, ranging from 5 grand survivors and daily drivers, to wild show pieces with huge price tags, and there has always been a disconnect for me as you start pushing these things into 6 figure territory.
These trucks are delightfully simple, almost crude machines, and part of their charm, as Jason pointed out, comes from this fact. Now that’s not to say there’s anything wrong with creature comforts like A/C and a more modern, fuel injected engine, but this is such a popular platform that anything under the sun you could want has already been figured out and can be ordered from a catalog.
I suppose I am genuinely curious if the total here is worth more than the sum of the parts, because I’m having a real hard time imagining that, in terms of the experience, the delta between this, and a far cheaper restoration with similar modern amenities, as being that significant.
But but but but is it an Icon product tho
Good point. The look is part of the appeal of old vehicles, but I’d say more than half of the appeal is their actual crudeness compared to modern vehicles.
I think the total is worth more than the parts, but they chose crap parts, and no amount of build quality can compensate for that mistake.
The current production Silverado drivetrain is shit, as is the current production infotainment system, and the chassis is mediocre.
With a reliable crate engine, a durable transmission (even an outdated one) and a DIN head unit, this would be a far superior vehicle, even if they used the stock frame with a basic coil spring conversion.
Whiskey Tango Foxtrot, a sucker and their money are easily parted.
I am universally turned off by intentional patina. For this price, how about some paint?
If I’m paying six figures for a vehicle (which I’m not), I want some fresh paint. None of that old stale paint.
I’m trying not to get my knickers in a twist over this but an Ineos Grenadier is 100k and I’m now sure why you’d pick one of these over one of those.
I’m glad some mechanical artisans have gainful employment.
You could get an Ineos, a well spec’d 911, a high end C10 restoration, and 4-days on a super yacht in the med for the cost of this thing.
Or, the Ineos, the 911, the restored C10, and a really nice vintage 3 stateroom/2 head Chris-Craft Commander and probably still have cash left over
It might as well be priced at 5 million. It would probably sell too. People buying something like this don’t care about the price.
You could build your own with a new wrecked truck from copart and a used truck from marketplace for less than $50k, it’s not rocket science.
I think it’s fantastic and if I had the money, sure, why not (besides the lack of a manual transmission). The $500k price probably has lesser profit margin than the price of a brand new fully loaded Silverado does.
On a scale of No to Really? this thing has a category of it’s own. Wes Andersonish, me with an airbrush model making, why are the wheel arches not frayed and redone in faux-rust carbon fibre. That dash is an abomination at best and the lights in the bed? Words fail me, Mr Lovecraft may have the dictionary buried with him.
I like old vehicles, I may have problems with the 21st century but this? A cartoon version of obscene wealth and a massive misunderstanding of a past that only guesswork fails to understand,a travesty in every way.
PS. I am not keen about this, a teeny bit.
I can just picture a drunk buddy jumping in the cab and attempting to lower the window with all the necessary associated torque augmented by alcohol. Bye bye window switch. OTH, people who can afford one of these probably don’t have drunk buddies.
To paraphrase an old saying: Nothing exceeds like excess.
But I see that gleam in your eye, Torch, as you look out the window and your gaze falls on The Marshal.
In all honesty do you believe these things will ever leave the garage except to be loaded onto a trailer?
It’s destined for the parking space between an AMG G Class and a Ferrari Roma in the subterannean 15 car garage of a Bel Air MegaMansion.
I can’t really relate to wanting to spend that kind of money on this.
I love that it exists. Builds like this allow someone with a cool vision to carry it through, and employs a lot of automotive craftsmen to bring that vision to life. The result is a vehicle that wouldn’t otherwise exist.
To be honest, I’d rather they spend their $500k here than on half a supercar. At least this can be driven and used. If you have the money to buy it, you probably don’t have to sweat putting miles on it. It’s not going to be a commuter, but it’s not a vehicle to live its live in a humidity-controlled bubble.
Here is my ‘on the other hand.’
If you love the old truck, skip the infotainment at least. Enjoy modern power and reliability, but at least don’t have twitter notifications on your dashboard. Ideally, for something likely to see so few miles, you could deal with a carburetor and clunky transmission.
For $500,000, I could buy:
A renovated 2 bedroom condo in south Palm Springs with a garage.
A CPO Mercedes-Benz E Class Convertible.
A new Ford Maverick for the Husband.
And still have money left over to pay the movers.
That’s a lot of money to us while some Billionaires cosplay at being a Lifetime/Hallmark movie hometown cowboy.
Or half a Boston starter home.
Can’t wait to mog one of these losers in my 66 single cab longbed that cost me $4000 in 2024
Easy there, clavicular.
hahaha
This Boomer appreciates your appropriation of mog young man, and would like to subscribe to your newsletter.
Just shows the lengths some people are willing to go to in order to get a standard cab, full bed truck!
That’s a short bed. I assume a long bed is a few hundred thousand more.
If it helps, that price does include the donor brand-new Chevy Silverado that lurks under the surface, but not the 1967 to 1972 Chevy C10 or C20 pickup truck that will become the new body for this retro-mod.
So seems like you’re on the hook for the C10/C20 so get a long bed
Aside from any concerns I might have about spending $.5m on two perfectly good trucks which are only worth a fraction of that, I’m not a fan of the execution.
IMO the new truck is too high in the hood for this swap to work effectively, which has meant that the body looks like it’s been lifted. Look how much frame is visible underneath compared to a stock C10.
I have always been impressed with the work Icon and Jonathan do. This looks great, though I don’t love the new pieces in the vintage interior.
Given all the recent issues with the 6.2 I can’t imagine wanting to own one of these. I wonder how GM would respond if one rolled in for warranty work?
Feel free to waver between appreciation and contempt all you like. I’ll stick with contempt. Nothing nice to say about it, so I’ll stop now.
I added Extra Contempt to my comment on your behalf…
Are those photos of a real truck? Because they look fake, like renderings. Or is the lazy AI aesthetic just in right now?
Anyway, half a mil for a new-old truck is nuts. But they say there’s a sucker born every minute, which means this will sell out in no time.
I don’t think the wheels pull it off. While the patina is excellent on the parts we see the wheels like freshly sanded and painted. I’m not a C-10 expert but the grill doesn’t look like an old truck. And finally at half a million I think you would get a better new truck than the 1500.