SEMA is known for ambitious collaborations and custom builds. This year, Granatelli Motorsports, Arizona Custom Car Design, and Dixxon Flannel Co. brought two brightly colored 1973 Chevrolets to the show: “Chasing Gold,” a C10 pickup, and “Sweet Emotion,” a K5 Blazer.
📌 The Core Development
The unveiling marked the first time either car had been seen outside the shop, and the first time the commissioning couple, who were in attendance, had seen the finished builds. Attendees could also vote for their favorite. As of this story’s publication, “his” truck, “Chasing Gold,” is leading with 53 percent of the votes.
“Chasing Gold” is powered by a 427 LS V-8 with a 2.9-liter Whipple supercharger. A Bowler 4L80E transmission sends power through a GSI chassis to a Currie 9-inch rear end. Auto Metal Direct sheet metal and custom fabrication from Arizona Custom Car Design shaped the squarebody of the truck, while Kolor Koalition developed its custom blue paint. The front grille features custom “His” badging.
🔍 Background & Sector Context
“Sweet Emotion” takes a different approach, with a Stage 2 LS3 V-8 topped by a Granatelli Motorsports Zilla intake manifold. It rides on a Roadster Shop chassis and also uses a Bowler 4L80E transmission and Currie 9-inch rear end. Arizona Custom Car Design handled the bodywork and collaborated with Kolor Koalition on the Blazer’s purple finish. Of course, the custom “hers” badging is on the front of this one.
Both Chevrolets have gold trim, Variant wheels, Dakota Digital instrumentation, and Rockford Fosgate audio systems. Apex Leather supplied leather for both vehicles. Arizona Custom Car Design built the C10’s interior, while Ciadella Interiors completed the K5’s cabin. Their flannel company, Dixxon Flannel Co., is branded throughout the cabin, including their custom flannel on the seats and logo on the dashboards.
📊 Industry & Real-World Impact
The pair brings together a long list of aftermarket companies, but the builds share a clear theme: classic Chevrolet squarebody design, updated with LS power and modern components.
Benchmark Telemetry & EV Fuel Savings
Put top supercars and EVs to the test in The Pit Stop Lab — launch head-to-head 1/4-mile drag strip battles & compute EPA electric fuel cost savings.
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🔮 Strategic Outlook & What Lies Ahead
Katherine Keeler is Associate Testing Editor at Hearst Autos. By day she evaluates tools for your enjoyment; by night, she Frankensteins her ever-changing fleet of rustbucket oddities back to repair. Her dream is to open a roadside attraction where the public can view, drive, and learn repairs at her emporium of curious cars.
