The crew from Cool Hunting finally got around to stopping by the Icon headquarters for a little chat with founder Jonathan Ward. The man has made a name for himself by crafting some of the most detail-oriented interpretations of classic cars on the planet.

The Icon Bronco features all of the vintage style of a late '60s SUV with a hand-built frame, modern running gear and electronics underneath. We are, needless to say, smitten with the creation. Ward gave Cool Hunting the complete tour, including showing off a number of Icon Bronco models in various stages of completion.

Ward brings up an interesting point about modern vehicles about halfway through the clip. He says that with manufacturers continuing to pile on unnecessary technology, today's machines are almost guaranteed to be obsolete in five years or so. In contrast, Ward says he builds each Icon to be durable enough to last decades without needing serious revision. We like his style. Scroll down below to watch the video.


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    • 1 Second Ago
  • 30 Comments
      Alex Butti
      • 2 Years Ago
      I really REALLY like this ICON. I like the philosophy and mentality behind Mr. Ward. Unfortunately I don't have that kind of cash to afford one.
      Jeff Zekas
      • 2 Years Ago
      Too bad Icon vehicles are insanely expensive.
      WillieD
      • 2 Years Ago
      Good video, I enjoyed it.
      Matthew
      • 2 Years Ago
      I wish they still made good automobiles.
      BG
      • 2 Years Ago
      "pile on unnecessary technology, today's machines are almost guaranteed to be obsolete in five years or so." He is absolutely right because repairability of all these components will be so expensive, the cars will be scrapped. Even today, I am surprised anyone will spend $5000 to replace an auto trans. in a 100,000-mile BMW, Audi, or Mercedes. I bet even today many cars are scrapped prematurely.
      xraybrain
      • 2 Years Ago
      they should do this with 1949/50 ford coupes
      Ron spins
      • 2 Years Ago
      Jonathon Ward inspires me. The ICON team impresses me. This article may clear up a few things; http://designmind.frogdesign.com/blog/nurturing-the-desire-to-keep.html Do you think back in the day people were questioning Duesenberg autos for quality and cost?
      car-a-holic
      • 2 Years Ago
      Awesome machine, ideas and craftsmanship. Two please!
      Snark
      • 2 Years Ago
      I love the industrial/contemporary look, which blends contemporary aesthetics and retro forms incredibly well. Jeep could take a serious page from Icon's aesthetic direction to keep the Jeep (especially the Wrangler) lineup looking fresh and new but hew to the traditional Jeep look at the same time. It'd be amazing to see an Icon Cherokee or Wagoneer - they're modern enough to not need insane structural or drivetrain changes like bespoke frames, so the modifications could concentrate on looks and drivability and probably be a lot more affordable.
      Cruising
      • 2 Years Ago
      Very cool vehicle but why on earth does it need those LED strips on the front? I understand it's the latest modern fad but for a vintage styled truck like this it does not look right.
      HAT1701D
      • 2 Years Ago
      "He says that with manufacturers continuing to pile on unnecessary technology, today's machines are almost guaranteed to be obsolete in five years or so."-----Yes, the more they over make the plumbing, the easier it is to stop up the drain. Also, when things break, the more they charge to fix it.
      Dss10
      • 2 Years Ago
      He is right that most of the electronic features and functions are doomed to omost immediate obsolescence but he is guilty of being so inefficient with labor and material making his trucks so expensive that only an oligarch could use them as intended. I mean you could get a good 4 year degree for what he charges for these trucks. Do you really need CNC machined bronco badges? As Jony Ive would say that is a bit "excessive."
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