Modernizing Classics with Jonathan Ward of ICON

In this episode, host Nathan Mersereau speaks with Jonathan Ward, CEO of ICON4x4. Jonathan shares his journey from restoring vintage vehicles to building a thriving business that combines nostalgia with modern functionality. He discusses the challenges of balancing creativity with business demands and the importance of staying true to his vision. Key Takeaways: (06:31) Mr. Toyoda's surprising visit to the shop. (10:13) The appeal of nostalgia in classic cars. (14:44) Balancing modern features with vintage design. (18:44) Culture and diversity as a driving force in growth. (22:12) Building a business rooted in craftsmanship. (25:50) Crafting humanity despite market pressures. Resources Mentioned: Jonathan Ward - https://www.linkedin.com/in/jonathan-ward-b3750353/  ICON Website - https://www.icon4x4.com/about-icon/ Toyota Global - https://global.toyota/ Pendleton Woolen Mills - https://www.pendleton-usa.com/     Thanks for joining us for the latest episode of "Day in a Canoe." If you enjoyed this episode, please leave a 5-star review, and be sure to subscribe so you never miss any of our insightful conversations. If you'd like us to help you define what true wealth means to you, go to www.planningalt.com and take our assessment. Planning Alternatives is an investment advisory firm registered with the Securities and Exchange Commission. Any opinions expressed may not reflect those of Planning Alternatives. #VintageRestoration #IndustrialDesign #ClassicCars #AutomotiveCraftsmanship