Icon 4X4 debuts its first example of an Old School Edition Thriftmaster

The Chevrolet pickup has been restored and upgraded in the California company’s unique style

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The Thriftmaster takes classic '50s truck styling and moves it into the present | Icon 4X4 photos

Icon 4X4 has unveiled its first Old School Edition Thriftmaster, a hand-crafted custom version of a 1950s Chevrolet pickup that combines classic truck styling with up-to-date performance and features.

The Los Angeles designer and builder, best known for its Toyota Land Cruiser and Ford Bronco customs, has added Thriftmaster to its series of ICON 4×4 Old School editions, “which feature restored trucks imbued with the best of modern performance and engineering all with a distinctively retro look,” the company said in a news release.

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Jonathan Ward, the founder and lead designer for Icon 4X4, said the Thriftmaster represents the latest turn in his company’s efforts to restore and personalize vintage trucks and SUVs.

“This is the very first of our Old School Thriftmaster builds, so we had the opportunity to completely redesign the visual elements as well as the chassis for a much smoother, really enjoyable ride, that also creates a wholly different personality, when compared to our New School version,” Ward said, referring to the company’s full-on modern/retro builds.

“At Icon 4×4, our passion is in celebrating timeless designs and giving them new life with increased performance, handling and comfort,” he added. “Originally, this was a farm truck, so working with the client to restore a workhorse like this was such a fun, rewarding process.”

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The Old School Edition Thriftmaster is powered by an emissions-certified Chevrolet LS3 V8 that produces 430 horsepower, linked with a 4L85-E automatic transmission.  Independent front and rear suspensions have been added.

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“The result is an unforgettably timeless retro design that drives like nothing else out on the road today,” the release says.

The original Chevrolet body has been treated with extensive crafting while retaining the style of the original, the company says.  

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“In true coach-built fashion, each exterior component of the Thriftmaster build was given significant attention,” Icon adds.  “The stunning old-school style the truck presents is seamlessly continued throughout the interior with more period-correct design with a distinctively ICON 4×4 twist.”

The dashboard was redone in its original “vanilla hue,” with hand-stitched saddle leather seats and trim.

“Other modern-day updates that have been implemented into the vehicle include powerful Icon Brembo brakes that vastly improve the truck’s stopping power, as well as a sleek African-teak bed, complemented with stainless rails and custom removable cargo hold down pins,” the release notes.

“A Bluetooth dependent audio system feeds crystal clear sound through a digital sound processor controlled by two design-era appropriate dash knobs, powerful new AC unit and several further interior upgrades.”

For more information about Icon 4X4’s products, visit the company website.

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Bob Golfen is a longtime automotive writer and editor, focusing on new vehicles, collector cars, car culture and the automotive lifestyle. He is the former automotive writer and editor for The Arizona Republic and SPEED.com, the website for the SPEED motorsports channel. He has written free-lance articles for a number of publications, including Autoweek, The New York Times and Barrett-Jackson auction catalogs. A collector car enthusiast with a wide range of knowledge about the old cars that we all love and desire, Bob enjoys tinkering with archaic machinery. His current obsession is a 1962 Porsche 356 Super coupe.

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