Jonathan Ward and the ICON crew build vehicles that keep the shape and character of classics while reworking their engineering for modern performance. Their work ranges from production 4x4s to highly customized one-off projects, with the design goal—and the price—depending on the kind of build.
How Jonathan Ward’s ICON grew out of Land Cruisers
Jonathan and Jamie Ward say they started TLC in 1996 to serve the Toyota Land Cruiser community with sales, service, parts, and restoration. In ICON’s account of its history, TLC’s consulting work and special projects for Toyota included three running prototypes that ultimately became the 2007 Toyota FJ Cruiser. Ward then wondered how he would reinterpret the FJ40 design himself.
That question led to ICON. Ward has described the idea as a response to collector-car buyers’ growing expectations for “modern performance married to classic styling.” ICON’s own description of its philosophy combines respect for tradition, modern design, and performance. These are the company’s account of its origins and aims, rather than independent conclusions about how its vehicles perform.
What ICON builds
ICON’s offerings include production vehicle families as well as distinct custom approaches. The company’s FAQ identifies FJ, BR, and TR production models; its broader site also presents Derelict, Reformer, concept, and coachbuilt projects. A buyer might choose a modernized classic 4×4 or commission a one-off passenger car or truck.
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The names describe different design intentions, not simply trim levels. The C Series page, for example, contrasts preserving an old vehicle’s worn character with restoring it to a pristine appearance, and offers a separate one-of-one approach. Project details, donor vehicles, powertrains, and materials depend on the brief.
Three different approaches to a custom build
| Approach | Design goal | Customization and donor | Current listed price |
|---|---|---|---|
| Derelict | Preserve an original-paint vintage vehicle and its natural wear; ICON calls the result an “ultimate sleeper.” | A custom project based on a chosen vintage vehicle; the donor and specification depend on the project. | ICON’s FAQ lists one-off projects, including Derelict, at $500,000–$1.6 million. The C10 Modern Retro Series page separately lists a $450,000 starting price for a C10 Derelict, including a new Silverado donor truck but excluding the vintage C10/C20 body. |
| Old School | Restore a vehicle to a pristine, original appearance. | Customization and donor details depend on the project. | The C10 Modern Retro Series page lists a $500,000 starting price, including a new Silverado donor truck but excluding the vintage C10/C20 body. |
| Omakase ICON | A one-of-one build for which Jonathan Ward receives the design direction. | Custom, with details shaped by the project brief. | The C10 Modern Retro Series page lists a $550,000 starting price, including a new Silverado donor truck but excluding the vintage C10/C20 body. |
The C Series figures are page-specific starting prices, not universal quotes. ICON says the final price varies with the selected vintage truck and materials. Its FAQ gives a broader $500,000–$1.6 million range for Derelict, Reformer, and concept one-off projects, with cost depending on platform and complexity.
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- CUSTOM STREET MACHINE FEATURES - Optional parts include headlight covers, pro-stock hood scoop, and aero-disc wheel covers for a personalized build.
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How an ICON Derelict project takes shape
ICON describes a Derelict as a collaboration that begins with the client’s vision and a suitable donor vehicle. The process is presented here as ICON’s own account; it should not be mistaken for an independent inspection or test of a particular build.
- Set the brief. The initial discussion covers the desired body style, the vehicle’s country or era of origin, and power choice.
- Choose a donor. ICON may source a vehicle, accept one supplied by the client, or look for a suitable example.
- Develop the project outline. Once the direction and vehicle are established, ICON works through the plan and moves into design and engineering.
- Scan and engineer the vehicle. ICON says it generally laser-scans the body to create a CAD model, then engineers and fabricates a chassis with its chassis partner, “almost exclusively Art Morrison Enterprises,” integrating the powertrain.
- Set the details. Audio, power windows, navigation, materials, finishes, and components are decided as the project develops.
- Drive and sign off. ICON says its team test-drives completed Derelict projects for 1,000–2,000 miles in varied environments before sign-off. That distance is the company’s stated process, not an independent road-test result.
Current prices and expected timing
ICON’s FAQ, accessed October 8, 2026, lists these current ranges and estimates. They can change, and ICON says the final scope and options affect both cost and timing.
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| Build category | Price listed by ICON | Timing listed by ICON |
|---|---|---|
| Production models | $180,000–$320,000 | About one year as a general build estimate; timing varies with production flow, demand, and options. |
| Derelict, Reformer, and concept one-off projects | $500,000–$1.6 million, depending on platform and complexity | One-off builds take longer; the FAQ does not give a specific duration. |
These are ICON’s listed figures, not a quote for a particular vehicle. Buyers considering a build should confirm current pricing, availability, and timing directly with the company.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Using and servicing an ICON
ICON says some owners use their vehicles daily and describes them as intended for town and trail. For maintenance, the company says component parts are generally available through traditional automotive suppliers or its own parts department, and recommends using a qualified ASE-certified shop for service. ICON says component warranties vary and average one year; that does not mean every vehicle or component has the same warranty.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
