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The answer is 400k! What do you think?

this 1970 Ford F-100 pickup is the stuff of classic-truck dreams

Ford owners absolutely love their cars, and that is why they're always looking for high-quality Ford restoration to truly vintage specs.

Ford restoration is a real dream come true for many fans who are not ready to let 'em wheels go. 💨

Jonathan Ward's Icon brand started as an offshoot of his classic Toyota Land Cruiser restoration and service business. It's now grown beyond boutique status to become a Southern California luxury brand. What Singer is to Porsche 911s, Icon is to old Ford Bronco, Chevrolet, and GMC trucks from the early 1950s and whatever else captures Ward's imagination or sparks the whimsy of a well-heeled customer.

Now, Icon has done a hard-core, high-end, obsessive-compulsive re-imagination of the short-bed, regular cab 1970 Ford F-100 4x4. These trucks are a definitive classic and increasingly desirable.

Restoring old cars like this one brings an easy, straightforward proposition: replace the archaic pieces with newer, better stuff.

But the restoration of classic car isn’t just about the body or the engine. Wear and tear take place on the upholstery and can make the overall appearance of the car look even worse.

This spec in particular got something special: besides the perfect outside and engine as sweet as a nut, there's no lack of pizazz when we're talking 'bout the interior.

An upgrade was given by the leather seats and details, which makes the spec even more stylish and practical but with a vintage taste. The right choice of leather for restored car seats is extremely important and challenging. Thank God, nowadays, there is a large selection of smooth and perforated auto leather available. 🙌 Genuine leather is the most commonly used material for the seats when we're talking 'bout reinvented classic models, not only for its durability but for being a classic and timeless material as well.

Managing one's expectations is the toughest part about re-tailoring an older vehicle for the 21st century. It's easy to make a 1970 Ford F-100 better, but there are limits to how good it can get. There's still a lot of 1970 in it.

The polemic part is that Icon isn't shy about charging for its design expertise and fabrication skills. The build bill on this truck is up around 400k and ppl are talking a lot about it on social media — thoughts?

If you're a classic car enthusiast always itching to hit the road, you should also check this Q&A we had with auto photographer & founder of Degler Studios.

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