This $300,000 Bronco Restomod Is Like 'A Good Pair Of Flip-Flops'

And considering it's based on a roadster body style – one of the original Bronco's rarest choices in a lineup that also includes a traditional SUV and a half-cab pickup – the latest ICON build is pretty special in more ways than one.

California-Cool Off-Road Style
Turning the 1970 Bronco into an ICON 4x4 starts with a completely new body in the original dimensions, with marine primer and polyurea-coated underbody and floor surfaces for corrosion resistance. On top of that new sheetmetal, ICON painted this roadster in non-metallic blue, giving it an enameled, period-correct finish. The 18-inch ICON Old School wheels, roll cage, and grille are painted to match, and the full-length seven-layer soft top has laminated fabric in the same color for a cohesive appearance.

But in order to keep the Bronc from looking too monochromatic, ICON and Pendleton devised a gold and orange ombré pattern for the seat inserts, which formed the basis for the exterior stripe package that appears on the hood and rocker panels. Blue Sunbrella vinyl shows up elsewhere in the cabin, protecting the roadster's interior from the elements. ICON's signature machined aluminum buttons and knobs also give the cabin some appealing touchpoints.

Beach, coast, airflow—it’s the automotive equivalent of a good pair of flip-flops. If I were to build one of these for myself, I think it would be a Roadster because of how much fun this is to drive.
–Jonathan Ward, ICON founder and CEO

Vintage Look, Modern Technology
Despite the classic appearance, the 1970 ICON 4x4 Bronco has been thoroughly updated in terms of performance and comfort. The standard Ford 5.0-liter V8 makes "around 440 horsepower and 440 pound-feet," and a five-speed manual gearbox sends that grunt to a two-speed transfer case with an 87:1 crawl ratio – more than enough to tip-toe through the Devil's Hot Tub in Moab. Two-piece Brembo front brakes with six-piston calipers provide stopping power, and the Currie-sourced Dana 44 front and Dana 60 rear axles should be strong enough for the compact off-roader.

Inside, underneath those distinctive front seat covers is a set of seat heaters, keeping the driver and front passenger toasty during dawn patrol surf sessions on the Southern California coast. Hidden Bluetooth audio and Vintage Air climate controls keep the dash looking original without sacrificing comfort and convenience, while brand-specific gauges and that unique ICON lizard emblem help ensure you're never confused about the Bronco's provenance.

Answering The $300,000 Question
The Bronco-based ICON BR Series starts at $292,000, and with the amount of custom detailing this roadster has received, we have no doubt that its asking price has crested 300 large (if not more). One could buy four or five brand-new Ford Bronco Raptor SUVs for what this particular restomod costs. Reducing the ICON down to such figures misses the point, however. Folks buying these trucks clearly don't mind the cost, and for them, the customization process and individualized end result is part of the value equation.

We might be inclined to drop that much cash on an unbranded, $60,000 classic Bronco restoration instead, then put the rest into enough college education for the kids, grandkids, and maybe even the dog. For those that feel different, go buy your four-wheeled flip-flops and have a blast driving down the coast.