Willys? Why wouldn’t he? Icon reimagines the Willys-Overland CJ3B

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What you see here is not a modified Willys-Overland CJ3B. Nor is it a vehicle built from the ground up to look something like the old flat-fendered, snub-nosed CJ3B, although that’s what its builder, California-based Icon, says it is. Rather, it is a fetish. It is the embodiment of the idea of a CJ3B, meticulously constructed from modern mechanicals—cut-down Dana 44 axles from the Jeep Wrangler Rubicon, Fox remote-reservoir coil-over shocks at all four corners (for two feet of wheel travel), four-wheel disc brakes, and a 210-hp, GM 2.4-liter Ecotec four—along with detailing that is obsessively industrial chic.

The body’s finish, like that of the company’s more familiar Toyota FJ re-creations, is a matte Teflon-polymer powder coat that promises durability. The seats can be covered in optional and fashionable Chilewich-brand woven vinyl. The interior knobs are unique knurled, engraved, and hand-enameled minor works of art.

The thing is a jewelry box. It starts at $77,000.

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