Joe Rogan Experience #1443 - Jonathan Ward

Episode Summary

Main Topics Discussed

• Jonathan Ward's Craftsmanship Philosophy: Discussing his lifelong passion for various art forms, including painting, sculpting, carpentry, and more recently, leathercraft. He explains how these hobbies influence his automotive design work, viewing transportation as an "extroverted combination of so many different art forms."
• ICON's Automotive Vision: The unique approach of Jonathan's company, ICON, which focuses on revisiting classic transportation design in a modern context. This includes their renowned "Derelicts" and "Reformer" programs.
• The "Derelict" Concept: A deep dive into the idea of taking vintage cars, preserving their original, often worn and patinated exterior (their "story" and "romantic mystery"), while completely modernizing the interior, engine, suspension, and braking systems for contemporary drivability and comfort. Jonathan's personal 1952 DeSoto station wagon was his first "Derelict" project.
• Specific ICON Builds & Stories:

  • An ex-Miami-Dade narc Caprice Classic, built to be an "under-the-radar" mobile office with hidden features and an LS9 engine, with a mandate to "get the f*** out of my lane."
  • A 1949 Electric Mercury, converted to run on dual electric motors, offering silent power and a unique aesthetic blend of old and new. This car is currently stranded in Luxembourg due to the COVID-19 pandemic and canceled Geneva Auto Show.
  • Discussions around Broncos, FJ Cruisers, and other classic models that ICON often works with, emphasizing the importance of honoring original design language.

• The Paris to Peking Race: Jonathan's fascination with this historic, multi-month land race (starting in the early 1900s) from Paris to Beijing, which he dreams of undertaking in a vintage vehicle, such as a Volvo Sugga.
• Challenges in the Custom Car Industry:

  • Regulatory hurdles like California smog laws and the stalled "Ultra-Low Volume Vehicular Manufacturers Act."
  • The frustration with "suckerfish" companies that copy ICON's designs and business models, offering quicker and cheaper, but often inferior, alternatives.

• Joe Rogan's Car Preferences: Joe shares his specific taste in cars, favoring resto-mods that look classic on the outside but have modern performance components, with a preference for cars from the mid-60s to early 70s.

Key Insights & Memorable Moments

• Jonathan's Personal Connection to Craft: Jonathan reveals that he got into leathercraft about three years ago, teaching himself and studying from masters globally, driven by a need for a "tactile craft connection" that he was losing in his larger-scale automotive business.
• The Genesis of "Derelicts": The concept for Derelicts arose from Jonathan's desire for a car he didn't have to obsessively maintain in pristine condition, allowing him to use it freely with his kids and dogs without worry.
• The Caprice Classic's Discreet Demise: The client of the "get the f*** out of my lane" Caprice Classic requested the video be removed after it went viral, as the car was intended to be "under the radar."
• Design Philosophy of Authenticity: Jonathan stresses the importance of honoring a vehicle's original design language and elevating it, rather than creating temporary or trendy modifications that might not age well.
• The Paris to Peking Origins: The revelation that the historical Paris to Peking race started as a "drunken dinnertime bet" in the early 1900s.
• The Electric Mercury's Predicament: The specific detail of ICON's advanced 1949 electric Mercury being stuck in Luxembourg due to the coronavirus's impact on international transport and the cancellation of the Geneva Auto Show.
• Passion as a Prerequisite: Jonathan's assertion that he won't take on a job if he's not "balls deep into it" because "if you're not passionate about it you you suck at it."

Notable Quotes or Revelations

• Joe Rogan, on meeting Jonathan Ward: "You're the first man not only the first man I've ever met who made his own leather jacket absolutely the first man who made his own leather jacket has ever been on the podcast wearing that jacket."
• Jonathan Ward on his passion: "I've just been a rampant fan of craftsmanship and I've done various deep dives throughout my life into like all sorts of different art forms."
• Jonathan on his inspiration: "Transportation is like this incredibly communicable extroverted combination of so many different art forms."
• Client of Caprice Classic: "The whole point of this car is to be under the radar could you please remove the video."
• Jonathan on design intent: "I want to honor the original design language of the era in which a vehicle was built."
• Jonathan on the custom car industry: "At best in this industry you get what you pay for and frankly even that is a rare equation."
• Jonathan on his motivation: "It literally got to the point told my life I'm like I got to build it I just gotta build it."
• Revelation: The ICON 1949 electric Mercury is currently stuck in Luxembourg due to COVID-19 related transport issues.

Overall Themes

• Obsessive Craftsmanship and Innovation: Jonathan Ward exemplifies an extreme dedication to quality and detail, constantly exploring new crafts and pushing the boundaries of automotive design by blending historical aesthetics with cutting-edge engineering.
• Reverence for Automotive History: ICON's work is driven by a deep respect for classic car designs, aiming to preserve their character and stories while making them practical and high-performing for modern use.
• The Art of the Automobile: The podcast highlights cars not just as machines, but as tangible expressions of art, design, and culture, each with a unique narrative and aesthetic appeal.
• The Personal Journey of Creation: Both Joe and Jonathan discuss the personal drive and passion required to create unique, high-quality products, emphasizing that genuine enthusiasm is key to success and satisfaction in creative endeavors.
• Navigating Niche Markets: The conversation touches on the challenges and rewards of operating in a highly specialized industry, from dealing with regulations and supply chains to managing client expectations and intellectual property.