Founded in 2007 by Jonathan Ward, Icon has made itself a household name for the way it thoughtfully and artfully modernizes classic cars and trucks. Most notable are the company's classic Toyota Land Cruisers and Ford Bronco builds. While those are still the heart of the business, in more recent years Icon has begun taking on bespoke one-off builds that they refer to as either Derelicts or Reformers. This has allowed the team to pivot to more big-body American sedans and other fun vehicles that might otherwise not have worn the Icon badge. The latest of these is the $1.1 million 1970 Reformer Suburban.

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