It can be hard to stand out in a crowd, but when you’re the owner of a small business and a C10 Chevy truck, it’s important to do what you can to attract attention. When Travis Dulgerian started his own online business, Pro Performance, he knew he needed a calling card that would highlight the products he sells to restomod vintage Chevy trucks.

Details like the brushed exterior trim really pop against the faded red paint. Though the small rear window is cool, Travis says he would prefer a big-window cab if he had to do it over again.

Travis found this C10 in the mountain town of Prescott, Arizona. Though it’s unknown if the truck has spent its entire life in Arizona, he knows that it has been there for a long time. The truck was rust-free and also had just the right amount of patina – from the dings and dents to the faded paint. Rather than do an immaculate restoration, Travis chose to preserve the patina and leave the body in as-found condition. “I didn’t want to have to worry about it,” he said. “I wanted a driver that I could take to the grocery store, run errands, or drive across town and not have to obsess over scratches and door dings.” Though the truck understandably has acquired a few boo-boos during its 55 years of life, it’s in remarkably good shape overall and was a solid foundation to build from.

The truck gets its impressive stance from a bagged Porterbuilt suspension system. The truck can lay on its rockers but can be raised in an instant to enter parking lots or go over speed bumps. Ride height is controlled by an Accuair E-level system, and the airbags are fed from a Viair compressor and air tank hidden under the chassis. Though there were no plans for paint and bodywork, the bed and cab were removed from the frame and the chassis was powder-coated.

The truck gets its motivation from a 5.3-liter Vortec engine nabbed from a later-model truck, but it received a camshaft upgrade before being attached to a 4L60E transmission. A 12-bolt rearend is filled with 3.73 gears and spins 20×8.5 Hot Rods by Boyd billet wheels wrapped in Nitto tires. Stopping power comes in the form of Baer brakes with six pistons grabbing the 16-inch rotors up front, and four piston units grabbing the 14-inch rotors on the rear. Creating clearance for the massive tires required some serious wheelwell modifications, but the needed alterations are subtle and look factory, much like the raised bed floor with fresh but darkly stained wood inserts.

Subtlety extends to the interior, which is clean and understated, yet built for comfortable cruising. The seats and door panels have been reupholstered in black and grey, but the rest of the interior looks largely original – save for the Dakota Digital gauge package and the billet steering wheel atop an ididit column. A Vintage Air Sure Fit system looks right at home, but more modern things like the stereo are hidden. A small custom console holds the Accuair control system and a pair of cup holders.

As mentioned, Travis chose to keep the C10 truck’s battle scars, but he did add brushed trim pieces that add a bit of contrast to the faded paint. The brushed finish was extended to the door handles, gas cap, and a few other exterior elements to tie everything together. He wisely chose to avoid adding any chrome, as even the bumpers sport the basic flat white.

The factory proportions are just right.

Travis says that the paint is not original, but it’s at least 20 years old and spent a lot of time baking in the Arizona sun. He drives the truck often, and has no problem driving it long distances, reporting that it has been to Northern California and all over Arizona and Southern California for car shows. This C10 definitely has the right number of subtle details that make it stand out in a crowd.