When you think of full-size domestic pickup trucks, Ford, Chevrolet, and Dodge are what you see in your head.  While there are now many options for a pickup, both foreign and domestic, for decades there was another made-in-America choice.  Jeep produced their full-size J10 pickup from 1962 through 1988 under many different guises and badges.  The special model offered from 1976 through 1983 was the Honcho.  An interesting example of this special line is this 1979 Jeep J10 Honcho for sale on eBay in Falconer, New York.  Sporting a unique paint job and fairly complete, is this big Jeep worth the current bid of $9,475?  Do you think the current graphics are factory-legit?

Today’s buyer doesn’t have to look far to find a vehicle with four-wheel drive.  While most are more for traction in inclement weather, this availability is a fairly new phenomenon.  Roll the clock back a few decades, and four-wheel drive was primarily offered in trucks built for commercial service and, in certain car lines, to folks who lived in mountainous areas.  These vehicles did not ride like the four-wheel drives of today.  It was in this rough and rugged terrain that Jeeps reigned supreme.  I had an uncle who moved to western North Carolina and was a die-hard Jeep fan until he died because they allowed him to travel anywhere at any time in that mountainous area.  The ability of vehicles such as the CJ, Wagoneer, and the C10 pickup to imitate a mountain goat was crucial to the folks that came before the hoard of northerners and half-backers that inhabit the area now.  Subaru now rules over western North Carolina.

Another aspect of seventies automotive marketing to consider is the special edition.  Throw on some pinstripes, and a different set of wheels, combine some options, and you get a showroom favorite to sell to the masses.  General Motors was famous (or notorious, depending on your perspective) for this, and their marketing department was especially adept at moving vehicles at the end of a model year using these tactics.  When AMC tried the same trick using the J10 pickup, they came up with three versions: the Honcho, the “10-4.” and the Golden Eagle.  The Honcho changed a bit every year, but mainly consisted of a decal package, an optional roll bar, and maybe a Levi’s seat option too, and was only available on step side and short bed trucks.  Only 1,264 Honcho trucks were produced from 1974 through 1983.

Curiously, the overwhelming majority of Honcho trucks seen on the internet are painted dark brown with gold pinstripes, decals, and an industrial strength HONCHO logo on the doors.  The truck we see here is obviously white from the door sills to the tailgate.  If it were repainted, then whoever completed the work did a very thorough job of it.  There is also no picture available that corresponds with the logos and decals painted on the truck.  The seller tells us in the ad that the Honcho was offered in several different two-tone color combinations.  This may explain the discrepancies, but it would be nice to have some additional documentation or evidence.  If any of our readers can shed some light on whether or not this is a legitimate Honcho, please let us know in the comments.

Regardless of this truck’s lineage, it does appear to be a solid and complete example of this historic line of trucks.  The photos show no major rust issues, with the rear bumper being the only panel that needs obvious patching or replacement.  The seller tells us that the vehicle comes with a freshly rebuilt engine and transmission, an extra transmission, two spare hoods, and we also see a photograph of some various spare parts.  We do not know the status of the truck’s running and driving condition.  All we know is that any prospective buyers should, as always, do their homework and see the vehicle in person before committing to a sale.

Do you think this is a legitimate Honcho J10?  Have you ever owned a “special edition” vehicle like this one?  Was it worth the effort?  Please let us know your thoughts in the comments.