JRE #678 - Jonathan Ward

8/6/2015

Joe Rogan Podcast #678 – Jonathan Ward

This podcast features Jonathan Ward, the owner of ICON, a company that reimagines classic vehicles with modern engineering and craftsmanship. The conversation delves into the fascinating world of automotive restoration, exploring the unique philosophy behind ICON’s approach and the challenges of building a business focused on quality over mass production. Underlying themes include the resurgence of craftsmanship, the dangers of planned obsolescence, and the importance of individual passion in driving innovation.

1. ICON’s Unique Approach to Automotive Restoration

Jonathan Ward’s passion for vintage aesthetics, combined with a disdain for archaic mechanical interfaces, drives his desire to reengineer classic cars.
ICON’s creations are not simply restorations but complete reimaginings, incorporating modern engines, suspensions, and technology while retaining the original aesthetic.
Ward embraces the “obtuse angle” of challenging traditional automotive practices, pushing the boundaries of what’s possible with a blend of CAD design, reverse engineering, and low volume manufacturing.
ICON’s philosophy focuses on quality, durability, and a “functioning sculpture” approach, resulting in vehicles that are both aesthetically pleasing and incredibly capable.

2. The Rise of the Craftsman Renaissance

Ward observes a growing movement of individuals and companies focused on craftsmanship, passion, and quality over mass production.
He sees this as a reaction to the consumerist culture of planned obsolescence, where products are designed to break and be replaced.
Examples like Brooke and Cut knives, custom furniture makers, and artisanal food producers highlight the growing appreciation for unique, handcrafted products.
This movement suggests a shift in consumer values, valuing stories and craftsmanship over mass-produced, disposable items.

3. Planned Obsolescence and the Automotive Industry

Ward argues that planned obsolescence is not a conspiracy theory but a deliberate strategy used by car companies to maximize profits.
Modern cars are designed with components that have limited lifespans, encouraging repeat purchases and reducing the lifespan of vehicles.
He cites examples like touch screens in modern SUVs that become expensive to repair, forcing owners to replace the entire module.
This trend extends beyond cars, impacting consumer electronics and other products, creating a culture of constant consumption.

4. The Appeal of Classic Vehicles in a Modern World

Ward believes that the resurgence of classic vehicles reflects a desire for simplicity, durability, and longevity, qualities lacking in many modern cars.
Land Cruisers and Broncos, despite their age and shortcomings, hold a nostalgic appeal for many, representing a bygone era of craftsmanship and reliability.
The unique character and stories associated with these vehicles create a sense of connection and attachment that is difficult to replicate in modern, mass-produced cars.
ICON’s work highlights this appeal, offering a way to experience the aesthetic of classic vehicles with the performance and reliability of modern engineering.

5. The Importance of Individual Passion and Vision

Ward emphasizes the role of individual passion in driving innovation and success, highlighting the importance of pursuing projects driven by genuine enthusiasm rather than spreadsheets and financial projections.
His own story exemplifies this, quitting a traditional career to pursue his passion for automotive restoration and building a successful business from scratch.
He encourages listeners to follow their passions, regardless of traditional career paths, emphasizing the importance of finding fulfillment and meaning in their work.
The podcast itself serves as an example of this, inspiring listeners to pursue their own creative endeavors and make a positive impact on the world.

6. The Subculture of Automotive Restoration

The podcast explores the diverse subculture of automotive restoration enthusiasts, highlighting the passion, expertise, and dedication of individuals who work on classic vehicles.
From custom hot rods to meticulously restored classics, the subculture celebrates the art of reimagining and preserving automotive history.
The conversation touches on the different approaches to restoration, from those who strive for perfect factory specifications to those who embrace creative modifications and modernizations.
This subculture reflects a deep appreciation for the history and mechanics of automobiles, fostering a community of like-minded individuals who share a passion for these iconic vehicles.

7. ICON’s Commitment to Craftsmanship and Quality

Ward stresses the importance of craftsmanship and quality, evident in every aspect of ICON’s vehicles.
From the meticulously engineered chassis to the hand-stitched leather interiors, every detail is carefully considered and executed with precision.
ICON’s commitment to quality sets it apart from traditional restoration shops, appealing to customers who demand a higher standard of craftsmanship and a vehicle that will stand the test of time.
This focus on quality extends to the company’s overall philosophy, prioritizing the creation of lasting and meaningful products over mass production and profit maximization.

8. The Future of Automotive Customization

Ward discusses a proposed federal law that would create a new classification for ultra-low volume vehicular manufacturers, allowing companies like ICON to produce limited-edition vehicles without the stringent regulations imposed on mass production.
This legislation could revolutionize the automotive customization industry, opening up new opportunities for small, specialized manufacturers.
The conversation explores the potential benefits and challenges of this emerging market, emphasizing the importance of quality control and ensuring a sustainable future for custom vehicle builders.
Ward believes that this could usher in a new era of automotive innovation, allowing for more creative and bespoke vehicles to be produced.

9. The Impact of Technology on Automotive Culture

The conversation explores the complex relationship between technology and automotive culture, examining the impact of autonomous vehicles, advanced electronics, and emissions regulations.
While acknowledging the advancements in modern cars, Ward expresses concern about the loss of the visceral driving experience and the growing emphasis on technology over pure driving enjoyment.
He believes that the rise of autonomous vehicles could further strengthen the demand for handcrafted, personalized vehicles that offer a more engaging and emotional driving experience.
The podcast highlights the tension between technological progress and the preservation of traditional driving values, suggesting that both can coexist in a future where individuality and passion are still valued.

10. The Role of Travel in Personal and Professional Growth

Ward emphasizes the importance of travel in expanding one’s horizons, fostering cultural understanding, and enriching personal and professional growth.
He shares his experiences traveling to diverse cultures, observing their unique approaches to problem-solving, design, and craftsmanship.
These experiences have shaped his worldview and influenced his design philosophy, inspiring him to create vehicles that are not only functional but also reflect a broader appreciation for cultural diversity.
The conversation highlights the value of embracing new perspectives and seeking out experiences that broaden one’s understanding of the world.

11. The Importance of Accountability and Integrity in Business

Ward expresses frustration with the prevalence of plagiarism and unethical practices in the business world, highlighting instances of stolen designs and intellectual property infringement.
He argues that the pursuit of profit should not come at the expense of integrity, emphasizing the importance of respecting creators and upholding ethical standards.
The conversation touches on the role of education in fostering a sense of accountability and ethical behavior, advocating for a shift in values that prioritizes honesty and fairness.
Ward’s commitment to craftsmanship and quality reflects a deep-seated belief in integrity, inspiring others to pursue their passions with honesty and purpose.

12. The Power of Passion in Creating a Meaningful Life

The podcast underscores the transformative power of pursuing one’s passions, showcasing how following one’s heart can lead to both professional and personal fulfillment.
Ward’s journey from a traditional career to building a successful business centered on his love for cars illustrates the importance of aligning one’s work with one’s passions.
He encourages listeners to find their own passions and embrace opportunities for growth and self-discovery, emphasizing the importance of living a life that is both meaningful and fulfilling.
The conversation serves as an inspiring reminder that pursuing one’s passions can lead to a life that is both personally and professionally rewarding.

13. The Importance of Community and Collaboration

Ward highlights the power of community and collaboration in achieving success, emphasizing the importance of connecting with like-minded individuals and sharing knowledge and resources.
He acknowledges the role of the podcast community in inspiring others to pursue their passions, fostering a sense of shared purpose and support.
The conversation underscores the value of building relationships and working together to achieve common goals, fostering a culture of mutual respect and shared success.
Ward’s story is a testament to the power of community, highlighting the importance of supporting and inspiring others in their pursuit of their dreams.

14. The Ongoing Pursuit of Innovation and Creativity

Ward expresses his ongoing desire to push the boundaries of automotive design and engineering, constantly seeking new challenges and creative solutions.
He shares his vision for the Helios, a futuristic vehicle inspired by aerospace design and the works of visionary designers like Howard Hughes and Buckminster Fuller.
The conversation highlights the importance of embracing risk, challenging conventions, and pursuing bold ideas, emphasizing the role of innovation in shaping the future.
Ward’s dedication to pushing the limits of what’s possible inspires others to embrace creativity and strive for excellence in their own endeavors.

15. The Importance of Respecting Individuality and Choice

Ward acknowledges the diversity of tastes and preferences within the automotive community, respecting the choices of those who prefer traditional restorations over modernizations.
He emphasizes the importance of allowing for different approaches to automotive customization, recognizing that there is no single “right” way to appreciate and enjoy classic vehicles.
The conversation highlights the importance of celebrating individuality and embracing a wide range of perspectives, fostering a culture of mutual respect and acceptance.
Ward’s own approach to automotive restoration is a testament to this, showcasing the beauty of individuality and the value of embracing diverse perspectives.

16. The Evolution of Automotive Design and Culture

The podcast explores the historical evolution of automotive design and culture, highlighting the impact of trends, regulations, and technological advancements.
Ward discusses the rise and fall of the muscle car era, the impact of emissions regulations on engine performance, and the growing influence of technology on driving experiences.
The conversation suggests that automotive design is a constantly evolving landscape, shaped by a complex interplay of cultural, technological, and economic factors.
Ward’s work represents a response to this evolution, offering a unique perspective on the future of automotive customization and the enduring appeal of classic vehicles.

17. The Importance of Authenticity and Purpose in Business

Ward argues that authenticity and purpose are essential for creating lasting businesses and connecting with customers.
He emphasizes the importance of building brands that reflect a genuine passion and vision, rather than simply chasing trends or profits.
The conversation highlights the value of integrity and transparency in business, inspiring others to create companies that are both commercially successful and ethically responsible.
Ward’s dedication to his craft, his commitment to quality, and his genuine enthusiasm for automotive restoration serve as an example of the power of authenticity and purpose in driving business success.

18. The Power of Storytelling and the Human Connection

Ward recognizes the importance of storytelling in connecting with customers and building brand loyalty.
He shares his own story, showcasing the journey from a traditional career to building a successful business from scratch.
The conversation highlights the power of human connection and the importance of sharing one’s passions and experiences with others.
Ward’s story inspires others to find their own voice, embrace their passions, and share their stories with the world.

19. The Resilience and Ingenuity of the Human Spirit

The podcast explores the resilience and ingenuity of the human spirit, showcasing examples of individuals who overcome adversity and create opportunities in challenging circumstances.
From the resourceful mechanics of Cuba to the passionate artisans of Detroit, the conversation highlights the power of human creativity and determination.
Ward’s own journey and the stories of others featured in the podcast inspire listeners to embrace challenges, find solutions, and make a positive impact on the world.
The podcast serves as a reminder that even in the face of adversity, the human spirit can flourish and create remarkable things.

20. The Enduring Appeal of Classic Automotive Design

The podcast celebrates the enduring appeal of classic automotive design, highlighting the timeless elegance and unique character of these iconic vehicles.
From the iconic lines of the Ford Bronco to the rugged charm of the Land Cruiser, the conversation explores the lasting impact of these designs on automotive culture.
Ward’s work embodies this appreciation, offering a way to experience the beauty and functionality of these classic vehicles with modern performance and technology.
The podcast serves as a reminder of the enduring power of classic automotive design, showcasing its ability to inspire and captivate generations of enthusiasts.

Memorable Quotes

“It’s because I had no investors that were smarter than me that said, you’re fucked hard. Don’t even do this. It’s a bad business.” – Ward reflects on the early days of ICON and the skepticism he faced from those who didn’t believe in his vision.
“Everything we do, if you wanna if you wanna bring up that term practicality, makes absolutely no sense. But to me, that’s kinda why we do it.” – Ward embraces the unconventional and challenges traditional notions of practicality in automotive design.
“We’ve been on Jay’s show, I think, four times now. What a fucking trip that place is. Ugh. Ugh. Ugh. Just I was just there on just yeah. On Tuesday, I guess. Oh my god. I was just so what I a a geek boner I had walking around that place.” – Ward expresses his enthusiasm for Jay Leno’s Garage, a testament to his passion for the automotive world.
“I think consumers are tired of the big box luxury branded kind of bullshit marketing facade and want Like, we all already have enough crap in the first world. Right? So if you’re gonna buy another something like you with your pool queues, You’re gonna buy another bulk you. There’s gonna be a story to that fuck. Right. It’s gonna mean something, and someone’s gonna put their heart and soul on that.” – Ward reflects on the shift in consumer values, highlighting the growing desire for authentic, handcrafted products with a story behind them.
“I think the thing that we’re gonna carry the longest term true pride about. is having in little ways or big inspired other people and made a positive impact.” – Ward emphasizes the importance of leaving a positive legacy, inspiring others to pursue their passions and make a difference in the world.

JRE #678 – Jonathan Ward