We were big fans of the Icon Chevrolet Thriftmaster when it debuted at the 2013 SEMA Show (okay, we're kind of big fans of whatever Icon does). Its retro looks and beautiful craftsmanship combined with a brawny 5.3-liter V8 make it seem like a prime vehicle for summer's night cruise.

Now, Roads & Rides has taken an inside look at the Thriftmaster and interviewed the truck's designer (and Icon's CEO) Jonathan Ward. Besides showing off the matte-colored truck on one of California's famous winding roads, R&R takes a look inside Icon's facilities and talks to Ward about the meticulous design work that's gone into the retro-modded pickup, ranging from designing a font for the gauges to perfecting the truck's innovative infotainment system.

Scroll down for the entire video.


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  • 22 Comments
      RobG
      • 10 Months Ago
      Cool truck! I don't care for the lowered look, but the rest of it is awesome.
      rookie.48
      • 10 Months Ago
      It sure resembles the '53 Chevy that I had years ago. I do miss the "wind wing" windows, though.
      Hoale
      • 10 Months Ago
      Cool truck, I'd like to know more details but I like the design and the idea...kind of like the same idea as the singer Porsche except not quite as awesome
      Andrew Rollason
      • 10 Months Ago
      This does prove that if the automakers wanted to, they can make nice things. So why don't they? Cars used to be styled by people by making clays, by craftspeople who had eyes for detail and skill. Now they're made on computer by nerds in offices. Where is the love that goes into them? Where is the soul? Stuff like this should put the automakers on notice. WHY CAN'T WE HAVE NICE THINGS?!
        Matt
        • 10 Months Ago
        @Andrew Rollason
        You can absolutely have nice stuff. You just gotta pay for it. Do you know how much Icon stuff goes for?
        eye.surgeon
        • 10 Months Ago
        @Andrew Rollason
        no airbags no front/rear crumple zones no pedestrian impact rules no emissions rules no fuel economy requirements and the biggest...no cost constraints. Cost was literally no object.
        bK
        • 10 Months Ago
        @Andrew Rollason
        If you have the cash you can have the nicest thing in the world.
        Hoale
        • 10 Months Ago
        @Andrew Rollason
        They do make nice things now days! And they are 100 times better in every way. Stop hating and just appreciate the evolution of the automobile from its past to the present and future. All aspects are awesome.
        Nathan
        • 10 Months Ago
        @Andrew Rollason
        Cars are still mocked up with clay, it's just that now a days CAD has become too dominant and in addition to that a lot of styling is dictated by aerodynamics , pedestrian safety and focus groups.
      carguy1701
      • 10 Months Ago
      Thriftmaster is a cool sounding name. Why'd we go away from names like that?
      groingo
      • 10 Months Ago
      Amazing ride with lots of thought and zero compromise....good video too, ya got the touch man!
      Hazdaz
      • 10 Months Ago
      Another killer design by ICON.
      dukeisduke
      • 10 Months Ago
      Put the fuel filler in the bed floor. No, I don't think so.
      Hi There Paul
      • 10 Months Ago
      I think ICON vehicles are works of art. Every piece of trim, knob, grill, door handles, window winders, bumpers, etc. are all hand made to beautiful standards. Yes, as someone stated below, no crumple zones, air bags, though in the video he did say that they are built to modern emission requirements. I will never own one, but can admire the craftsmanship that goes into every facet of these vehicles.
      rjstanford
      • 10 Months Ago
      Headlight and wiper controls though the touchscreen? Silly. Auto wipers are really effective these days (just have an override to off on the head unit for car washes). Same with the lights. The actual glove box interior looked surprisingly messy, too. Love the idea but it felt a little like they've gone too long without some pushback.
        kajohns1964
        • 10 Months Ago
        @rjstanford
        Nothing more elegant than a nicely crafted knob or switch in an automobile
      kajohns1964
      • 10 Months Ago
      Quarter Mil for a reproduction Chevy Pickup and there'sa market for it? Maybe we really do need to tax the rich more.
      Nathan
      • 10 Months Ago
      I love the 49-53 Chevy half ton pickups and have yearned for nearly 20 years to restore and update one but while I like this Icon, the price is just way over the top when for less than half its price one can have built a very nice resto mod half ton of similar vintage .
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