The Mercedes 300 SEL, by ICON

How ICON 4x4 Reimagined the 300 SEL

A client recently brought us his 1971 Mercedes-Benz 300 SEL, already reimagined, but still wearing its years with pride. From the outside, the car remains understated: weathered paint, long classic lines, and the kind of presence that only comes from time on the road.

Step inside and the story shifts. ICON 4x4 carried out a full interior transformation, carefully balancing restraint with refinement. The goal wasn’t to reinvent the car, but to respect its original intent. New upholstery was installed throughout, matched closely to the factory look and feel. The original stereo remains in place, as do the factory glass and paint, deliberate choices that preserve the soul of the car.

Beneath the surface, nothing is left untouched. The factory engine has been replaced with a modern 6.2-liter V8, delivering power and reliability far beyond what the original ever offered. A custom chassis, upgraded suspension, and modern braking system bring the driving experience firmly into the present—allowing the car to move with confidence while retaining its unmistakable character.

It’s the kind of build that values intention over excess. Familiar at a glance, but carefully reconsidered everywhere it matters, this 300 SEL bridges eras without losing its identity. A car built to be driven, not just displayed.

And, as a bonus, watch ICON owner and automotive legend Jonathan Ward walk through the build alongside Jay Leno in the full interview below.

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