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Building ICONic vehicles in America

Earlier this year on one of my road trips out west (actually, on both of them), I stopped in at my friend Jonathan Ward’s shop in Los Angeles, ICON 4x4. Jonathan and his crew create vehicles that are equal parts form and function of the highest order—cars, trucks, and SUVs that are as much sculpted as they are built.

The building that houses ICON is right around 45,000 sq. ft. Its 42 employees craft about 24 vehicles annually. Much of the fabrication and all of the assembly is done on-site, but even when certain parts are outsourced, they’re typically done so using American talent.

I asked Jonathan to share a little bit of his vision, his ethos, in regard to what he’s doing from both a business and manufacturing standpoint.

He said, “ICON is focused on reviving American craftsmanship and manufacturing by reimagining vintage vehicles with modern drivability. Each project sets out to re-establish the priorities of mechanical and industrial design, with design being the driving priority, not shareholder values and other perversions of modern business ethics. A return to making things as good as they can be, without compromise!”

I always enjoy my time with Jonathan. He is driven and dialed in, but focused in a way that doesn’t limit his scope or imagination. Architecture, timepieces, sculpture, clothing—all have inspired his visions. Just because it hasn’t been done in the automotive industry before doesn’t mean it shouldn’t have been.

During one of my visits we were sitting in his office when he took a phone call from the CEO of another pretty well-known American manufacturer. It was rad watching his brain work as he fleshed out the potential of a collaboration; how could they make something new and interesting and great together?

His eclectic vision becomes apparent as you stroll through the shop: his personal ’52 Chrysler DeSoto—one of the Derelicts, AKA a line of patinaed classics with a well-worn look but powered by modern drivelines and sitting on an Art Morrison chassis (Art’s work is a common theme throughout ICON); a couple of aluminum-bodied CJ3Bs with VW turbo diesel motors; a Reformer D200, which is a ʼ65 Dodge Power Wagon with contemporary amenities and built-on Ram 3500 underpinnings, pushed by a supercharged 6.4L Hemi.

My personal favorite is the Thriftmaster, a truck with the looks of a restomod Chevy 3100, an Art Morrison chassis, a GM LS motor—all the trimmings.

Then there are the BRs and FJs that ICON is known for, the “uncompromising” SUVs that have reached rock star status. Elegantly executed, simple in the best way possible, they are modern versions of the Ford Bronco and Toyota Land Cruiser.

I actually got the chance to drive a BR my last time out there. So cool. There is absolutely an art in giving something the maximum style and performance in a “simple” manner. Too often we’re dazzled with gadgets and widgets and shiny things, but they just distract from what the goal should be: Does it work? Does it feel right? Does it satisfy? ICON’s builds check all the boxes, yes.

Jonathan Ward's '52 Dodge Desoto Derelict.

But dig deep for yourself! Visit ICON4x4.com, check out @icon4x4 on Instagram and @iconcustoms on Twitter, and like ICON on Facebook.

But first, scroll through the photos I grabbed in my last visit.

All images courtesy of Josh Welton, Brown Dog Welding.

About the Author
Brown Dog Welding

Josh Welton

Owner, Brown Dog Welding

(586) 258-8255