A number of years ago, Craftsman Tools embarked on a mission: to revive a classic truck for its Restoration Rollout promotional endeavor. But the first question was the most crucial – what classic truck to restore? After all, it would have to be a truck that holds an unshakable charm in the world of custom and classic pickups. Today, Wayne Holland is the caretaker of the C-10 that was originally chosen. Here is its story, on the 10th anniversary of its completion.
With the truck choice settled, Craftsman turned its attention to deciding where to bring this vision to life. The Roadster Shop – Neal, Phil, and Jeremy Gerber to be exact, stood ready in Mundelein, Illinois. It was a partnership that made sense; they were known for their automotive wizardry, making them the perfect team for the task. From the depths of Craigslist, after scouring hundreds of candidates, Roadster Shop unearthed a ‘69 Chevy C-10 long bed that would end up the center of their attention. This diamond in the rough original-paint truck from Arkansas was ready for its new chapter in life.
The transformation began without delay, as the SEMA debut loomed just four months ahead. Starting with a fresh platform was an easy decision, and Roadster Shop’s Fast Track chassis designed for the ‘67-’72 Chevy half-tons was just the ticket. The front suspension boasts Corvette C6 spindles and Z06 hubs, mated to Roadster Shop’s own upper and lower control arms. A one-inch splined front sway bar added tighter handling to the mix, as did the Penske RS Edition double adjustable coil-overs.
The rear suspension followed with a parallel 4-link, complete with a splined rear sway bar and Panhard bar. This setup supports a Strange Engineering Ford 9-inch rear end, equipped with 3.70 gears and limited slip differential. To translate the potential energy to the asphalt, a set of 19×10 and 20×11 Forgeline CF3C wheels took center stage, wrapped in Pirelli’s P-Zero performance radials. Wilwood front brakes, featuring six-piston calipers and 14-inch rotors, along with rear four-piston calipers and 13-inch discs, provide the stopping power.
Turning to the truck’s body, Roadster Shop encountered a mix of challenges. The ‘69 Chevy steel held surprises, with some panels showcasing impressive perseverance, and others bearing the scars of time and humidity. The firewall crumbled as the truck was disassembled, revealing the need for some serious care and a completely custom replacement. The original long bed box was replaced by a short bed reproduction from Dynacorn, and a custom-crafted bed floor was created to accommodate the rear end, with tubs covering the deep wheels. Dynacorn provided a helping hand with more replacement trim parts, and Classic Industries chipped in with front and rear bumpers.
The focus shifted to the color palette, with enthusiasts casting their votes on Craftsman and Roadster Shop’s Facebook pages. The verdict: charcoal and white. With the final decision made, the PPG Aston Martin Quantum Silver and Mercedes White duo was meticulously applied in Roadster Shop’s own in-house paint booth.
Inside the cab, charcoal paint met ember red vinyl upholstery, embracing ‘67 Camaro Deluxe bucket seats from Classic Industries. Red hues extended to the console, custom door panels, and Daytona weave carpet, all skillfully installed by Vintage Stitch Upholstery in Bristol, Wisconsin. Dakota Digital VHX series instruments replaced the factory gauges, while a Billet Specialties Split Spoke steering wheel commanded attention.
Craftsman’s Restoration Rollout C10 made its debut just in time at the 2013 SEMA Show, a gleaming testament to the dedication of Roadster Shop’s crew and everyone else involved. In April 2014, it was auctioned at Barrett-Jackson’s Palm Beach event, with the winning bid coming from Bonneville racer and car collector Bob Johnson. The proceeds from this sale found their purpose with Heroes at Home, a program supported by Sears, providing financial support to the families of deployed active-duty soldiers.
Now in 2023, the C10 is owned by Wayne Holland, and continues to impress as it did when it was first completed. So, how did he end up with the truck? As Wayne reminisces, “After watching the build [online], going to SEMA, then going through Barrett Jackson and wishing I could buy it, low and behold a local guy and car collector named Bob Johnson in my hometown purchased it at Barrett Jackson. I dreamed of owning it for years and I recently was fortunate enough to purchase it from Bob after years of hard work saving and buying and selling in the truck world. Finally, I own the very truck that started the C10 craze for me!”
Luckily, that enthusiasm seems to run in the family, as Wayne excitedly shared, “My 17-year-old daughter is following in her ol’ man’s footsteps – we recently purchased her first truck, a patina ’67 CST that’s getting bagged and LS-swapped on a Porterbuilt chassis. Soon, we’ll start bringing it to shows with the Craftsman truck as well!” Sounds like there will be lots of family bonding time ahead!
WAYNE HOLLAND • ‘69 C10
- Don Hardy-built LS3 V-8 engine, 550-HP
- Custom Flowmaster exhaust system
- Be Cool Radiator
- Dual Electric fans
- Tremec T-56 6-speed transmission
- Strange Engineering Ford 9-inch rear end
- Limited slip differential with 3.70 gears and
- Roadster Shop FAST TRACK complete chassis
- Penske RS Edition double-adjustable coil-overs
- Wilwood 14-inch front brakes, six-piston calipers
- Wilwood 13-inch rear brakes, four-piston calipers
- 19x10 and 20x11 Forgeline CF3C wheels
- 285/35ZR19 and 305/35ZR20 Pirelli P-Zero tires
- Dynacorn complete shortbed
- Custom front and rear wheel tubs
- Custom notch cover
- Custom stamped Craftsman lettering on tailgate
- Custom Craftsman badges
- Classic Industries front and rear bumpers
- PPG Aston Martin Quantum Silver and Mercedes White paint
- Vintage Air Climate Control
- Lokar Performance Products interior accessories
- Billet Specialties steering wheel
- Electric Life power windows
- ‘67 Camaro Deluxe bucket seats
- Red Vinyl Upholstery by Vintage Stitch Upholstery, Bristol, Wisconsin
- Dakota Digital VHX gauges
- Kicker Audio