The trucks we remember from our youth are steadily increasing in value, much like tech stocks. On platforms like Hagerty and Bring a Trailer, the prices continue to rise. Farmer Joe, browsing Facebook Marketplace, believes his truck is worth a fortune after seeing a similar one sell for six figures at Barrett-Jackson. However, the true value of a vehicle lies in what someone is willing to pay. Evidently, people are willing to shell out around $100,000 for New Era Performance‘s custom Dodge Cummins builds.
These conversions are highly sought-after not only for their immaculate exterior appearance but also for the meticulous work done beneath the surface. Charlie Pitcher, the mastermind behind New Era Performance, focuses on creating top-tier trucks that excel both in aesthetics and performance. According to Pitcher, the process begins with a front suspension coilover swap, precision-tuned diesel engines, and exceptional fabrication.
“Our initial consideration is whether you prefer an original truck or one that is comfortable and powerful. It often leans towards the latter,” Pitcher explains. “We emphasize the conversion to a coilover suspension at the front. This, coupled with the long-travel leaf spring rear setup, significantly enhances the ride quality of these trucks.”
Specializing in Dodge Ram pickups from 1972-1993, New Era is synonymous with exceptional builds. Different from the usual targets of other shops, these trucks, known as Tin Grilles for the earlier models and First Gens for the later ones, serve as the canvas for New Era’s extraordinary craftsmanship.
A critical factor is starting with a clean truck. Situated near Philadelphia in the rust belt, New Era predominantly sources vehicles from western states like Nevada and Utah, where the vehicles are less prone to rust from prolonged exposure to moisture and salt.
“Achieving the desired results involves experimentation with various trucks and components, selecting the best pieces to combine,” Pitcher remarks.
Take, for instance, the frosted green truck featured here, which had its frame sourced from Texas. Despite sporting an older Tin Grille design body, Pitcher built it on a ’92-’93 Dodge chassis, known for its sturdier frame rails. Each meticulous detail exemplifies the expertise and extensive knowledge that the New Era team possesses.
“Our focus is on creating utilitarian vehicles. Much of our work is over-engineered. Our primary emphasis is on the powertrain and suspension, ensuring durability and ease of maintenance—prioritizing simplicity and reliability,” Pitcher emphasizes.
“The enhancements for the Cummins often involve adjustments to the injection pump, turbo, head studs, resealing the engine with fresh gaskets, and cosmetic touch-ups,” Pitcher adds. “Unless a complete rebuild is requested, we usually begin with a well-functioning, low-mileage truck and give it a revamp.”
Extensive custom fabrication plays a pivotal role in these conversions, with Pitcher often designing new frame concepts for optimal strength and comfort. Leveraging his metalworking skills, most of which are self-taught but refined over a decade of shop experience, he turns his sketches into reality.
Charlie Pitcher
Pitcher’s talent for designing custom components extends to the bodywork as well. The meticulousness is evident in the flawless front fenders and other intricately crafted metal pieces concealed from plain sight. These components are first modeled in a CAD program before being fabricated by a local laser shop.
“We have reached a point where we can design an assembly and have it precisely cut,” he mentions. “Within days, the parts arrive, fitting together seamlessly like a jigsaw puzzle. No trimming, grinding, or cutting is necessary; everything aligns perfectly.”
Despite continuous refinements and improvements to the process, these conversions are not quick tasks. Pitcher reveals that comprehensive projects like the green truck often take 12-18 months to complete, starting from the commencement of work, which could begin either next week or months after a customer’s initial request.
Creating these exceptional rigs requires time and dedication to excellence. While not everyone views trucks as prized collectibles, channeling years of experience into crafting the ultimate vehicle yields remarkable results. Owning a truck of this caliber isn’t a prerequisite for being an automotive enthusiast, but it’s essential to appreciate the meticulous craftsmanship showcased in these projects.
For tips or inquiries for the author, reach out directly: caleb@thedrive.com
