Delightful Red 1952 Chevrolet 3100 Is the Reason Why Custom Trucks of Old Will Never Die

Yet there are some things in this industry that seem like they will never change. Like, say, America's appetite for custom pickup trucks built on old platforms.

For many years now we've seen this kind of vehicle selling for big bucks at auctions across the nation, and the trend does not seem to be slowing down. Quite the opposite, in fact, as the arrival of newer and newer projects keeps people on their toes.

There are several truck platforms the custom industry likes more than others, and the Chevrolet 3100 is on that list. Part of the Advance Design line of pickups manufactured by Chevrolet from 1947 to 1955, the half-ton has enough to be elegant, utilitarian, and collectible at the same time.

The 3100 project we stumbled upon this week does not have an official name, but that does not rob it of the incredible appeal the perfect body panels painted in red and the chrome elements provide it with.

The truck was originally born in 1952, close to the end of the family's demise, and its work history is not known. Someone, we are not told who, saved it, though, and gave it this shiny appearance and a shot at stardom.

The "complete custom transformation" started underneath, where a fully boxed custom chassis was used to support the rest of the build. Heidts suspension gear is tied to the frame, as are Wilwood disc brakes that hide behind the BC Forged wheels (sized 20 inches front and 22 inches rear and all four wearing Pirelli rubber).

Over the chassis the builders installed the bodywork of the truck, which still boasts the original design lines. Painted red, as said, the truck shows enough touches of shine on the front end, mirrors, and wheels. The bed at the rear, on the other hand, is made of wood, as it should be on a build of this caliber.

The interior of the truck is a combination of red on the dashboard and doors, and distressed leather pulled all over the TMI bench seat, the door panels, and even on the rim of the Summit Racing steering wheel.

Under the long and beautiful hood of the truck the builders hid a 6.0-liter engine from the LS family. Its performance levels are unclear, but whatever they are they are handled with the help of a Tremec six-speed manual transmission and a side-exit exhaust system running MagnaFlow mufflers.

We found the truck waiting for a new owner on the lot of cars auction house Barrett-Jackson will try to sell during an event it holds in Palm Beach at the end of this week. The truck is listed with no reserve, meaning it's impossible to say for how much it will go.