Willys? Why wouldn’t He?

The Willys-Overland CJ3B, reimagined by ICON for the well-heeled, style-conscious adventurer.

What you see here is not a modified Willys-Overland CJ3B. Nor is it a vehicle built from the ground up to look like something like the old flat-fendered, snub nosed CJ3B, although that is 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 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.

                                                                             - by Daniel Pund