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A Car Guy Cashes in by Transforming Clunkers

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This story appears in the May 2013 issue of Entrepreneur. Subscribe »

Luxury and ruggedness don't always go hand in hand, but they converge beautifully at Icon, a company that produces artisan-quality, custom-made rides out of scrapyard-bound vehicles.

Housed at an industrial complex in Chatsworth, Calif., Icon's headquarters stands out thanks to the dozens of beat-up, rusted Toyota Land Cruisers and Ford Broncos lined up in the parking lot. "They're our ladies-in-waiting," jokes founder and CEO Jonathan Ward. Each one will be transformed, via reverse-engineering and low-volume manufacturing techniques, into a fully customized vehicle.

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