Icon 4×4 make a curious hybrid of vintage and modern. The Los Angeles firm has a unique approach to retro-modernism. Its custom-built Derelict and Reformer cars are all about preserving elements of history. They are rebuilt with modern drivetrains, fitted with the latest technology and engineered to the highest standard. Yet the finished products have exposed period patina, preserved faded paint and distressed interiors. These unique cars are a brilliant fusion of industrial design, architecture, craft and fashion.
Jonathan Ward is passionate about preserving the original design as a way of continuing the vehicle’s narrative. “So many modifications are done without a holistic approach,” says the lead designer, who co-founded Icon with his wife Jamie as an independent company in 2007. Ward says he sources unique materials, surface coatings and components from various industries. “My challenge is to integrate them so that they flow in chorus and all are justified in their placement and utility.”
He feels not being from a strict automotive background has its advantages. “As a serial craftsman, I have dived deep into fine art, sculpture, leather craft, woodwork and other creative hobbies my whole life. I eventually realized that automotive design was an amazing way of combining these varied skills into one extroverted platform. Making the final product elevated, while consistent and considered in detail – this is the real art of it all.”
The Derelict and Reformer cars can cost somewhere between $200,000 to $1,000,000-plus. Icon also offers a series of production cars to include the powerful FJ, BR and TR based on Toyota FJ Land Cruisers, 1960s and 1970s Ford Broncos and 1950s Chevy Thriftmaster pickups, which also meld modern mechanics with vintage bodies. Ward’s customers are true aficionados and like to get involved creatively. “We work together through the design process,” he says of the custom-built clients. “They like to push us forward into more and more unique build platforms and technology. A few bring in their own car, most bring memories and an attachment to a particular car.”
Customers typically select the exterior color, interior materials and decides on automatic or manual transmission. They may opt for tinted architectural skyscraper glass and settle for a mechanical or digital clock. The refit includes upgrading all the electronics to Bluetooth and Apple CarPlay, adding the latest LED lighting. Not surprisingly, recently Ward is seeing a significant surge in electric vehicle commissions and is working on evolving the available technology to be appropriate for his cars.
A recent “fun and crazy commission”, he tells me, is a 1963 Ferrari 250 GTE which he is working on now. “It will be re-bodied, inspired by my favorite elements and details from various Ferrari cars of that era and converted to a high-performance electric vehicle.”
Talking with Ward, it is clear Icon remains a passion project. “Jamie grew up around SoCal car culture,” he muses, “and her first car was a 1965 Mustang.” Their personal car collection includes the very first Derelict 1952 Chrysler/DeSoto wagon, a 1972 BMW 2002, 1996 993 Twin Turbo, a 1994 Bentley Mulliner Continental Turbo Coupé and a Volvo 1800ES 1973 wagon. He also likes to get involved with non-automotive products, including creating the Duesey watch.
Although without an official automotive design degree, Ward has worked and consulted with various carmakers, most notably with Toyota on the development and prototype phase of the FJ Cruiser project. He says he is currently working with another car manufacturer for a vehicle launch in 2020, but cannot reveal more.
Asked how he would you define his company, Ward says, “classic transportation design revisited in a modern context,” adding, “and hopefully, eventually, classic industrial design revisited in a modern context.” For him it is about constantly pushing – reviewing, testing and integrating newer technologies and refining the cars. “It is important to never get lazy and stand still.”
Icon’s strength, Ward feels, is in its ability to bring in a fresh perspective. “We have a respect for high-quality design and engineering – of antiques, architecture and great design throughout time. We have a massive lust for travel and experiences that invariably flow into our projects. Being independent also allows us to continuously evolve and push the boundaries. We love being the outsiders!”
