JRE #1443 – Jonathan Ward

This podcast episode explores the unique world of Jonathan Ward, the owner of ICON, a company dedicated to crafting coach-built premium automobiles. Ward shares his passion for craftsmanship, his innovative approach to car restoration, and his ambitious plans for the future of ICON. We dive into provocative topics like the challenges of running a business in California, the evolving landscape of the automotive aftermarket, and Ward’s unconventional philosophy towards car design.

1. Jonathan Ward’s Craftmanship Journey:

• Ward’s lifelong passion for craftsmanship has led him to explore various art forms, including painting, sculpting, and carpentry, which ultimately influenced his foray into automotive design.
• His dedication to tactile craftmanship and his desire to maintain a hands-on connection with his work resulted in the creation of his own leather studio, where he takes a break from the large-scale production of ICON cars.
• Ward emphasizes the importance of honoring the original design language of vintage vehicles while incorporating modern elements, creating a unique blend of classic aesthetics and contemporary functionality.
• He actively seeks out and collaborates with master craftsmen and artisans across the globe, immersing himself in local cultures and learning traditional techniques, from leatherwork in Morocco and Mexico to metalworking in the U.S.

2. The ICON Derelict Program:

• Ward’s “Derelict” program embraces imperfection, taking vintage vehicles with their original patina and restoring them to drivable condition, preserving the history and character of the car.
• This approach goes against the traditional restoration trend of striving for pristine condition, emphasizing the beauty of the car’s lived-in history and its imperfections.
• Ward’s passion for vintage vehicles extends to a specific era, with a particular fondness for Broncos and other models from the 1960s and 1970s.
• His meticulous attention to detail includes using modern engineering solutions, such as disc brakes and modern suspension, to enhance the performance and driveability of these classic cars while retaining their original aesthetic.

3. The ICON Reformer Program:

• The “Reformer” program involves a complete redesign of classic vehicles, pushing the boundaries of what is possible while staying true to the original design language.
• Ward’s vision is to elevate the aesthetics and functionality of these vintage cars, going beyond what the original manufacturers would have done, creating bespoke masterpieces.
• The Reformer program utilizes modern engineering techniques and premium materials to create a unique blend of classic design and cutting-edge technology.
• Ward’s approach is rooted in a deep understanding of automotive history and a desire to reinterpret classic designs in a contemporary context, creating vehicles that are both timeless and innovative.

4. The ICON Production Model:

• ICON’s production model extends beyond the Derelict and Reformer programs, offering a limited-run line of meticulously crafted vehicles that combine Ward’s signature blend of classic aesthetics and modern performance.
• The company’s success has created a significant waiting list for its vehicles, with many enthusiasts eager to own a piece of Ward’s vision.
• ICON’s production models are known for their intricate detail, high-quality materials, and impressive engineering, showcasing Ward’s commitment to creating unique and enduring automobiles.
• The success of ICON has inspired other companies to enter the market, resulting in a growing movement of companies dedicated to reinterpreting classic vehicle designs, further solidifying Ward’s influence on the automotive landscape.

5. Ward’s Perspective on the Automotive Aftermarket:

• Ward expresses frustration with the lack of quality and innovation within the automotive aftermarket, criticizing the prevalence of low-quality parts and the absence of high-end solutions for enthusiasts.
• He advocates for a shift towards elevated consideration and execution in the aftermarket, believing that consumers are ready for higher-quality parts and more sophisticated solutions.
• Ward acknowledges the challenges of the automotive aftermarket, including the rapid pace of technological advancements in the EV space, which can quickly render older technologies obsolete.
• He anticipates a growing demand for EV retrofits in the future, seeing it as a significant opportunity for the aftermarket and a natural progression for the enthusiast community.

6. ICON’s Unique Approach to Electric Vehicle Retrofits:

• Ward’s approach to EV retrofits goes beyond simple conversions, focusing on creating comprehensive systems that prioritize safety, performance, and range, incorporating dedicated thermal management networks for the batteries, controllers, and motors.
• He acknowledges the challenges of working with rapidly evolving technology in the EV space, requiring constant updates and upgrades to maintain cutting-edge performance.
• ICON’s commitment to building long-lasting vehicles extends to its EV projects, with a focus on sub-modular design that allows for future upgrades and updates as technology advances.
• Ward sees the future of hot-rodding in the electric space, predicting a significant shift towards EV builds in the coming years, driven by advancements in technology and a growing demand for sustainable and high-performance vehicles.

7. The Challenges of Running a Business in California:

• Ward highlights the challenges of operating a business in California, citing high labor costs, complex regulations, and a bureaucratic system that can hinder innovation and growth.
• He expresses frustration with the state’s restrictive zoning laws and labor policies, which he believes create an environment that is not conducive to entrepreneurship and manufacturing.
• Ward’s experience highlights the difficulties that small businesses face in navigating a complex regulatory environment, with seemingly arbitrary rules and regulations that can make it difficult to operate and expand.
• Despite these challenges, Ward remains passionate about California and its culture, but acknowledges that the state’s business climate may force him to consider other options in the future if the current environment continues.

8. Ward’s Perspective on the Future of ICON:

• Ward envisions expanding ICON’s product line beyond automobiles, exploring opportunities in other areas of industrial design, such as leather goods and other handcrafted items.
• He sees a growing demand for handcrafted products and artisanal creations, driven by a desire for quality, authenticity, and connection with the maker.
• Ward’s ambition is to leverage ICON’s established brand and expertise in craftsmanship to create a diverse portfolio of high-quality and unique products.
• He believes that the future of ICON lies in its ability to remain innovative, responsive to evolving trends, and committed to its core values of craftsmanship and timeless design.

9. Reflections on Personal Accountability and Social Responsibility:

• Ward expresses concern about the growing lack of personal accountability in society, citing examples of individuals who seem to escape consequences for their actions, leading to a sense of entitlement and apathy.
• He believes that a strong sense of personal accountability is essential for a healthy society, emphasizing the importance of consequences for actions and the need to celebrate those who take responsibility for their choices.
• Ward advocates for a more nuanced approach to social responsibility, recognizing the complexities of issues like homelessness and mental health while emphasizing the need for balance between compassion and accountability.
• He sees a need for a cultural shift that encourages personal responsibility, a sense of community, and a commitment to building a better future for all.

10. The Power of Passion and Perseverance:

• Ward emphasizes the importance of following one’s passion and pursuing one’s dreams, regardless of the obstacles and challenges.
• He shares his own journey, highlighting the dedication, perseverance, and creative drive that have propelled ICON’s success.
• Ward encourages listeners to embrace their passions, pursue their goals, and never give up on their dreams, even when faced with adversity.
• He believes that the pursuit of passion is not just about achieving personal goals, but about creating something meaningful and contributing to the world.

11. The Role of Technology and Innovation in Shaping the Future:

• Ward acknowledges the transformative power of technology and its potential to revolutionize industries and redefine the way we live.
• He sees both the potential and the pitfalls of technological advancements, highlighting the importance of responsible innovation and the need to consider the long-term impact of new technologies.
• Ward believes that technology should be used to enhance our lives, create new possibilities, and address global challenges.
• He encourages a forward-thinking approach to innovation, embracing the potential of new technologies while staying grounded in ethical considerations and a commitment to sustainability.

12. The Importance of Connection and Community:

• Ward emphasizes the importance of human connection and community, highlighting the value of face-to-face interactions and the need to combat the growing isolation fostered by technology.
• He believes that genuine connections and shared experiences are essential for a fulfilling life and a thriving society.
• Ward encourages listeners to prioritize real-life interactions, engage with their communities, and build meaningful relationships.
• He sees a need to reclaim the art of conversation, fostering meaningful dialogue, and strengthening the bonds that connect us as human beings.

13. The Role of Education and Healthcare in Shaping the Future:

• Ward expresses concern about the state of education and healthcare in the United States, criticizing the current system for its focus on profits over people.
• He advocates for a more equitable and accessible system, exploring the potential for socialized education and healthcare while acknowledging the complexities and challenges involved.
• Ward believes that a more holistic approach to education and healthcare is essential, emphasizing the importance of individual attention, personalized learning, and a focus on prevention and wellness.
• He envisions a future where education and healthcare are accessible to all, empowering individuals to lead healthier and more fulfilling lives.

14. The Fragility of Our Systems and the Importance of Resilience:

• Ward highlights the inherent fragility of our systems, from business models to infrastructure, emphasizing the need to be prepared for unexpected events and disruptions.
• He encourages a sense of resilience, adaptability, and resourcefulness, reminding listeners that even in times of crisis, there is always a path forward.
• Ward believes that a strong sense of community, a commitment to collaboration, and a willingness to adapt are essential for navigating the challenges of the 21st century.
• He emphasizes the importance of embracing uncertainty, learning from adversity, and continually adapting to a rapidly changing world.

15. The Role of Creativity and Innovation in Overcoming Challenges:

• Ward emphasizes the power of creativity and innovation as tools for overcoming challenges, highlighting the need for fresh perspectives, out-of-the-box thinking, and a willingness to experiment.
• He encourages listeners to embrace their creative impulses, explore new ideas, and challenge the status quo.
• Ward believes that the ability to think creatively and solve problems is essential for success in a rapidly changing world.
• He encourages a culture of experimentation, learning, and continuous improvement, where failure is seen as an opportunity for growth and innovation.

Memorable Quotes:

• “What you’re doing is so unusual. And I’m I’m there’s other people that build cars. There’s other people that do do innovative things with automobiles. But what you’re doing is at a level and with with an obsessiveness that is, to me, deserves to be rewarded. I love it.” – Joe Rogan recognizes Ward’s unique talent and the dedication behind his work.
• “There’s something about a 69 Camaro. Like, goddamn, they nail it. They just it’s a timeless classic. It’ll always It’ll always It’ll always be They’ve been crawling under my skin light I’ve been thinking about Camaro. Yeah.” – Ward expresses his deep admiration for the classic Camaro’s design, highlighting its enduring appeal.
• “I love the state of California, but they do not want me here. How so? They don’t want me in business. They don’t want anyone in California making anything except maybe solar-assisted bicycles.” – Ward details the challenges of running a manufacturing business in California, highlighting the complexities and frustrations of the state’s regulatory environment.
• “I’m worried about Jamie right now. Like, I’m not letting her filler, car up a gas, go to the bank — Yeah. — anywhere, like, me and my younger son, Quinn, who’s still at home, like, let us handle everything. Yeah. because your immune system is severely challenged right now.” – Ward demonstrates his commitment to his wife’s health, highlighting the importance of prioritizing wellbeing in challenging times.
• “It’s not there’s there’s so many intelligent people that I know that treat exercise and diet and just your own physical well-being as if it’s a frivolous pursuit of shallow minded people that that want to, you know, the the egotistical vain people that want to have nice bodies. and it’s for fools, you know, that the intelligent person concentrates on the mind. The intel but I think that’s a really it’s an That is in itself. It’s an unintelligent way to approach it. It’s not holistic.” – Ward emphasizes the importance of holistic health, challenging the common misconception that physical well-being is secondary to mental acuity.