The Joe Rogan ExperienceJoe Rogan Experience #1443 - Jonathan Ward
At a glance
WHAT IT’S REALLY ABOUT
Artisan Car Builder Jonathan Ward On Craft, Cars, And Resilience
- Jonathan Ward, founder of ICON and TLC, talks with Joe Rogan about obsessive craftsmanship, from hand‑built leather jackets to radically reimagined classic vehicles like derelict Mercurys and Broncos.
- They dig into Ward’s philosophy of honoring original automotive design while upgrading drivability, safety, and technology, including ambitious electric conversions and future trends in EV hot‑rods.
- The conversation widens into industry problems—aftermarket junk, copycat builders, overregulation in California, and the broken incentives in education, healthcare, and law.
- Ward also reflects on personal priorities in light of his wife’s cancer, arguing for passion‑driven work, personal accountability, and using crises like COVID as a catalyst to rethink life and society.
IDEAS WORTH REMEMBERING
5 ideasHonor original design language while modernizing function.
Ward aims to keep the era‑correct look and character of classic vehicles—often including weathered paint and patina—while upgrading drivetrains, brakes, interiors, and safety so they drive like modern cars without becoming trendy or dated.
Short, high‑quality creative loops keep artisans fulfilled.
As his shop scaled up, Ward missed hands‑on making; building leather goods in a home studio—from sketch to finished jacket or wallet—restored his tactile connection to craft and is becoming a second brand and revenue stream.
EV retrofits need to prioritize engineering, not just bolt‑on kits.
Most electric conversions simply bolt motors to old transmissions, sacrificing efficiency and safety; Ward argues for purpose‑built solutions with proper thermal management, modern battery tech, and transmission‑less or planetary setups.
Protecting brand integrity means saying no, even when money is offered.
Ward refuses projects that don’t excite him or align with his standards, believing true passion and obsession are prerequisites for exceptional work and long‑term brand value, even if that limits volume or short‑term profit.
Small manufacturers are squeezed by regulation and legal risk.
From zoning disputes over lifts to complex emissions and labor rules, Ward describes how California’s legal and regulatory environment diverts time and money away from innovation and fair wages, threatening niche craft businesses.
WORDS WORTH SAVING
5 quotesIf you're not totally into it and you're not balls deep into it, then pull out and zip up and go home.
— Jonathan Ward
At the end of the day, what's actually getting used and enjoyed and creating more memories—one of my vehicles that are hacked and ‘ruined,’ or something sitting in some static collection gathering dust?
— Jonathan Ward
Nothing that’s worth doing is easy. But once you understand the importance of being impassioned about what you do, the risk… it’s not even debatable.
— Joe Rogan
I honestly have guys that I think I should be paying 70, 80, 90, 100 grand a year to do what they do, ’cause they’re artists and they deserve it. The bullshit of running a business in California… means I can’t.
— Jonathan Ward
As the world becomes more digital and people become more disconnected, there’s something about a functional piece of art… When I drive your Bronco, I feel like I’m driving your sculpture.
— Joe Rogan
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