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“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

We are proud to have this episode brought to you by Trailer Tug. Please visit their website to learn more at TrailerTug.com

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.