It’s no secret: As a culture, we like our stuff shiny, new, germ-free. It’s okay, you can say it. Unfortunately, this relinquishes so much of what gets used to early deaths in landfills, incinerators and junkyards. Oftentimes, this includes cars… with maybe just a few more miles on them than we’d like. A few extra dings. A scratch mark or two. A dented spirit.
That’s a problem Jonathan Ward and his wife’s “bespoke utility” company Icon wants to fix. They’re rescuing cars like abused puppies, creating “new” cars from old things, marrying modern performance with classic styling as they capitalize on nostalgia and the desire to bring back cars long left for dead.
It’s called RestoMod. Restoration with modification, if you will.
“New cars by design are disposable… that’s so irresponsible,” says Ward, whose company was founded based on trends he was seeing in the collector market. “Any idea that I can come up with that fuses the vintage design sense and quality with the functionality of today… perfect storm.”