Thirties Chevy Pickup Is the Pink of ‘Kustom Kulture’

By S.J. Bryan - March 4, 2021

Eclectic Chevy pickup mixes styles from different eras ever so coolly, and burns rubber with a souped-up 350 V8.

I have always been fascinated with cars and trucks. But my passion grew from my initial interest in classic rides. Even a kid, I would gravitate towards vintage rides at car shows. Many aspects of classic cars resonated with me; the way they handled, the aesthetics, and the culture. By the time I was introduced to Kustom Kulture, I was a goner. So naturally, this 1937 Chevy pickup is right up my alley.

Currently listed for sale at Gateway Classic Cars, this half-ton pickup is a creative and inventive custom build. Owned by the same family for 40 years, it has been beautifully maintained and possesses many interesting–if ananchronistic–details.

1937 was a turning point for Chevy trucks. Chevrolet launched a line of newly designed trucks that were bigger, tougher, and more powerful. Well, powerful for the time, the inline-six engine produced 78 horsepower.

But the streamlined styling of this era was inspired; not only was it beautiful, it increased Chevy’s versatility as a work truck as well as a daily driver. Starting the build with a 1937 truck was a very smart choice.

From there, it gets a little wilder and jumps ahead a few decades. The exterior is a two toned pink and dark blue, and features shaved door handles and custom pin striping in light blue, gray, and more pink.

This aesthetic is striking and draws from a number of sources. Inspired by the Kustom Kulture scene defined by artists and such as Ed “Big Daddy” Roth, it also incorporates the 1950s and 1960s hot rodding scene, as well as a healthy kick of rockabilly swagger.

And then there’s the addition of the 1980s with a classic “Heartbeat of America” tailgate, which also extends to the engine bay. Some may find this incongruous, and it is. But it works perfectly. It feels fun and cool and I love it.

Light brown and chrome accents flow nicely on the bumpers, side exhaust, and 14 inch Superior wheels with white letter tires.

Another major upgrade is the rebuilt 350 small block V8 paired to a turbo 400 automatic transmission. Accessible under the hood and through the open side panels, the engine boasts chrome Edelbrock valve covers, long tube headers, modern 134a AC compressor, Weber Carburetor, and Heartbeat of America covers. Plus, it has only about 7,400 miles on the ticker since being rebuilt.

Inside there are great details with humor and personality including fuzzy dice (natch), and custom dice knobs.

If you like a little crazy and a lot of fun, this is a great classic Chevy truck. This rocking rod-inspired truck may not be for everyone … but it is perfect for someone. Unfortunately, at $28K, that person isn’t me. But I’m happy to admire it from afar.