Jonathan Ward

Date: 2015-08-06 | Duration: 2h 5m

Episode Overview

Jonathan Ward’s conversation on the Joe Rogan Experience dives deep into his unique approach to automotive restoration and re-engineering, focusing on vintage vehicles like the Ford Bronco and Toyota Land Cruiser. Ward’s work is defined by an obsessive attention to craftsmanship, blending classic aesthetics with modern engineering—such as fitting Corvette engines and advanced suspensions into decades-old SUVs. He emphasizes the passion behind his projects, rejecting purely practical considerations in favor of creating “functioning sculptures” that honor the original vehicles while vastly improving their performance and durability. Ward also discusses the challenges of scaling such meticulous work, including finding skilled craftsmen and managing long waitlists. The episode explores broader themes around the decline of product durability in modern manufacturing, highlighting how planned obsolescence and complex electronics undermine longevity. Ward contrasts this with the resourcefulness he witnessed in places like Cuba, where scarcity has forced people to creatively maintain and adapt old vehicles. He also reflects on the cultural renaissance of craftsmanship, where consumers increasingly value passion-driven, high-quality goods over mass-produced items. Throughout, Ward shares memorable stories—from restoring rare cars to navigating the complexities of modern automotive electronics—painting a vivid picture of a niche industry fueled by dedication and innovation.

About Jonathan Ward

Jonathan Ward is the visionary owner of ICON, a groundbreaking company renowned for its coach-built premium automobiles that blend classic design with modern engineering. With a background in industrial design, Ward has transformed the automotive landscape, creating bespoke vehicles that are not only aesthetically stunning but also environmentally conscious, incorporating sustainable materials and advanced technology. His innovative approach has earned ICON a loyal following among car enthusiasts and collectors alike, making Ward a prominent figure in the automotive industry. Known for his passion and craftsmanship, he continues to push the boundaries of traditional car manufacturing, captivating audiences with his unique vision for the future of driving.

Key Moments

– Automotive Restoration
– Land Cruiser Modifications
– Ford Bronco Re-engineering
– Craftsmanship Philosophy
– Classic Car Subcultures
– Automotive Planned Obsolescence
– Low Volume Manufacturing
– Automotive Electronics Failures
– Cuban Car Culture
– Custom Muscle Cars
– Automotive Supply and Demand
– Automotive Engineering Challenges
– Vintage Car Modernization
– Automotive Industry Trends
– Collector Car Market
– Automotive Maker Renaissance
– Automotive Performance Tuning
– Automotive Digital Networks
– Automotive Legislation Impact
– Automotive Restoration Businesses
0:00:00 – Introduction to Jonathan Ward and Icon Bronco
0:01:23 – Discussion of Icon Bronco Waitlist and Shop Scale
0:02:27 – Passion and Craftsmanship in Automotive Restoration
0:04:01 – Jay Leno's Garage and Car Subculture
0:05:18 – Building Market for High-End Restorations
0:06:30 – Appeal of FJ62 Land Cruiser Conversions
0:07:36 – Engineering Modern Upgrades into Classic Vehicles
0:08:33 – Stealth Wealth and Utility in Restored Vehicles
0:09:02 – FJ60 and FJ62 Land Cruiser Subculture Explained
0:11:14 – Authenticity and Transparency in Restoration Videos
0:12:26 – Passion as an Art Form and Cultural Renaissance
0:15:51 – Build Quality and Planned Obsolescence in Cars
0:17:18 – Corporate Influence on Product Durability
0:19:01 – Japanese Vehicle Inspection and Ownership Challenges
0:25:04 – Cuban Car Culture and Resourcefulness
0:29:32 – Forging and Casting Parts in Cuba
0:31:29 – Personal Reinvention through Automotive Business
0:33:59 – Derelict Cars: Preserving Patina with Modern Tech
0:38:18 – Modern Muscle Cars and Engineering Complexity
0:42:56 – Limits of American Horsepower Wars
0:44:16 – Quality Materials vs. Modern Plastic Interiors
0:45:49 – Minimalism in Sports Car Design
0:49:12 – Singer Porsche and Niche Restoration Markets
0:51:31 – Future of Low-Volume Vehicle Manufacturing
0:53:30 – Market Creation by Controlling Supply
0:55:51 – Buying and Restoring FJ40s to Build Demand
0:56:52 – Winning a Bet by Increasing Market Demand

Transcript Excerpt

Starting point is 00:00:00 Boom. All right. I love when I see something online where I see someone who takes the idea of fixing something or re-engineering something and just goes so far out there. Something totally irrational. You go, who is this fucking crazy guy? I think the first thing I saw was your Bronco, the Icon Bronco, which is just, you took a car, which is the Ford Bronco, the 60s and early 70s versions, which are, you know, this kind of, it's a cool car. It's a cool old car. and funky looking and you just engineered this thing to this to the nth degree with these these billet door openers and the way you have the step comes out when you i'm like who the fuck is this guy and so then i start going into your your website and the two different companies tlc where you take old land cruisers and re-engineer those and put modern engines and suspensions. And I'm like, wow, I just love that someone like you is out there. Starting point is 00:01:09 Sweet. Thank you. Yeah, it's because I had no investors that were smarter than me that said, you're a fucktard, don't even do this. Bad business. Well, they were wrong, though. They were wrong, obviously. I mean, your shop is enormous. There's like a beehive. Starting point is 00:01:23 People are constantly buzzing around there working. You've got 100 different projects going concurrently. You're the Bronco build. What do you say, like a three-year wait list right now? Yeah, we've sold 62 of them so far, and delivery dates, unfortunately, are running like late third quarter 2018, which sucks. It drives me nuts. Is there anything you can do to ramp that up? You would have to just have like four or five of those giant warehouses. Starting point is 00:01:46 That's part of the problem. So like we're trying to move and find a bigger building. We're just about 50,000 square now, and it's all ass and elbows. Like I think we could hire maybe three or more guys before we're out of space. But more importantly, it's difficult to ...

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Who was the guest on Joe Rogan Experience #678?

Jonathan Ward was the guest on JRE #678. This page includes the episode overview, topics discussed, and related resources.

What topics were discussed on JRE #678?

On Joe Rogan Experience #678 with Jonathan Ward, topics include Automotive Restoration, Land Cruiser Modifications, Ford Bronco Re-engineering, and Craftsmanship Philosophy.

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The full searchable transcript for Joe Rogan Experience #678 with Jonathan Ward is available on this page, along with key topics and timestamps.