ICON 4×4 is turning a simple mode of transportation into a luxury statement. Company founder Jonathan Ward compares their newest creation—a 1970 Ford Bronco—to casual beach sandals, thanks to its open-air design and playful color schemes. Built on the rare roadster body style, one of the original Bronco’s least common options alongside the SUV and half-cab pickup, this latest ICON build stands out as something truly special.
California-Cool Off-Road Style
Transforming the 1970 Bronco into an ICON 4×4 begins with a brand-new body built to the original dimensions, treated with marine primer and polyurea-coated underbody and floor panels for maximum corrosion protection. ICON then dressed the roadster in a non-metallic blue, achieving a glossy, period-correct finish. Matching the aesthetic, the 18-inch ICON Old School wheels, roll cage, and grille are painted in the same hue, while the full-length, seven-layer soft top features laminated fabric in matching blue for a seamless, cohesive look.
To prevent the Bronco from feeling too monochrome, ICON teamed up with Pendleton to create a gold-and-orange ombré pattern for the seat inserts. This design also inspired the exterior stripe package, running across the hood and rocker panels. Elsewhere in the cabin, durable Blue Sunbrella vinyl shields the interior from the elements, while ICON’s signature machined aluminum buttons and knobs add refined, tactile accents.
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
Beneath its classic exterior, the 1970 ICON 4×4 Bronco is packed with modern performance and comfort upgrades. A Ford 5.0-liter V8 delivers roughly 440 horsepower and 440 pound-feet of torque, sent through a five-speed manual transmission to a two-speed transfer case with an 87:1 crawl ratio—plenty of power to navigate obstacles like Moab’s Devil’s Hot Tub. Stopping is handled by two-piece Brembo front brakes with six-piston calipers, while Currie-sourced Dana 44 front and Dana 60 rear axles provide robust support for serious off-road adventures.
Inside, beneath the eye-catching front seat covers, heated seats keep the driver and passenger warm during early-morning surf sessions along the Southern California coast. Hidden Bluetooth audio and Vintage Air climate controls preserve the dash’s original look while delivering modern comfort and convenience. Brand-specific gauges and the signature ICON lizard emblem add distinctive touches, leaving no doubt about the Bronco’s pedigree.
Answering the $300,000 Question
The Bronco-based ICON BR Series starts at $292,000, and with the extensive custom work on this roadster, its price has likely surpassed the $300,000 mark. To put it in perspective, you could buy four or five brand-new Ford Bronco Raptors for the same cost. But that misses the point—buyers of these trucks aren’t just paying for a vehicle. For them, the real value lies in the bespoke customization process and the one-of-a-kind result it produces.
We might be tempted to spend that kind of money on an unbranded, $60,000 classic Bronco restoration, then invest the rest in college funds for the kids, grandkids, and maybe even the dog. But for those who see things differently, go ahead—grab your four-wheeled flip-flops and enjoy the ride along the coast.
