“I WANT MY STUFF TO BE WHOMPED ON.”

Here on episode sixty-five, we sit down with ICON 4×4 and TLC founder and CEO Jonathan Ward. It’s a laid back, candid look at building cool vehicles in a very technology-driven world. A self-starter in definition as well as practice, Jon’s childhood acting days (from a chance shot in Peter Pan to Charles in Charge to a stalker incident) and an interest in restoring old tech and cars lead to starting a business. We explore the passion that drives ICON, the idea behind the brand, and the marketing approach.

THINGS COVERED IN THIS EPISODE:

• Industrial design meets entrepreneurship
• Raymond Leowy
• Avoiding the “theme” build while staying true to the vehicle’s character
• Steering clear of bad design directions
• Crafting a unique aesthetic
• Creating  brand identity
• Working to make a unique statement without turning down the bread and butter work
• The balance of loving what you do and loving the customer
  – When to fire a client
• Steering the client via renderings
• Nostalgia as a motivator in building a project
• The gender difference in styles/needs/wants
  – Women VS men with regard to needs and wants in a vehicle
• “Corrupted by the perversions of modernity”
  – A discussion on tech and obsolescence
• Being an “old school martyr”
  – Brian proposes the “Tune-ruining choke knob” feature
• Changing the mood and personality of a vehicle just through exhaust note
• A “rockabilly” bar cruiser Hudson Hornet
• “Build it like you’d keep it”
• The challenges of working with obscure vehicles
  – “It’s like the dot-com era for hot rodders”
• Working with technology like 3D printing and composites
  – The “pucker moment” when you need an impossible-to-find part
• Watching tech and changing attitudes toward old-school craftsmanship
• Research and design on the fly
• Getting stuck in a rut in your craft and not seeing the advantage of pushing forward
  – Looking forward at nanotech, hydrophobics and more
• Drawing inspiration from a wide variety of sources
• Passion builds versus assembly line product
• The first resto project: a ’55 Ford
• Meeting Mikhail Baryshnikov
  – Hitching a ride to a cattle call and landing a role in Peter Pan on Broadway
• The advantages of not having a board to answer to when working to preserve the passion and DNA of a brand
• Purity of execution working through a series of compromises
• Going international with SEMA Australia
• A discussion on the appreciation of vintage Americana
• A benchracing session complete with dream project ideas

THE ICON VIDEOS

1958 Rolls Royce Silver Cloud ICON Derelict

This video is an in-depth review of our latest ICON Derelict, a 1958 Rolls Royce Silver Cloud. Come for a drive while I explain what it takes to create these unique rolling sculptures! icon4x4.com

Restored 1983 FJ40 by TLC4X4.com!

Check out the latest TLC Stage 3 Restoration! www.tlc4x4.com

PLEASE VISIT OUR SPONSOR

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Round Six Podcast listeners get 10% off by mentioning the podcast when ordering by phone, or by entering “round six” in the discount code box at checkout on the website.

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