ONE-ON-ONE
For Joalda Rockwell, restoring classic cars means restoring ‘someone’s life’
A local radio host was so attached to his old Chevelle that his family had repairs completed so they could fulfill his last wishes and drive his ashes around town.
A 100-year-old Gallup fire truck is getting an overhaul for an upcoming city parade, and a New York City client has ordered up a complete redo of a 52-year-old ambulance, just for fun.
Doing the surgery on all these vehicles — inside and out — is Joalda Rockwell, her husband, Jason Rockwell, and their company, Rebel Road Hot Rod Garage in Albuquerque.
Joalda, who initially knew nothing about cars or business ownership, gets a little emotional when she talks about putting more than 800 classic cars back on the road since opening the business five years ago.
A car is “someone’s history, someone’s life,” she says. “So to work on cars that have outlived some of the owners, that are passed down and create a memory for someone … it’s a huge part of things we’ve done for people that I don’t think you can get doing anything else.”
The business has grown a fan following and recently moved into a space that’s twice the size of previous locations.
Rockwell — who describes herself as a former “Section 8 teen mom, who has absolutely crawled her way to where she is now” — dreamed up the business and incorporated it as a gift to her husband. A young Jason was so into fixing cars that his dad created a pretend business with the name Rebel Road after the street that ran near their Tennessee home.
It was during the pandemic that Joalda, then 25, jumped into the venture with her husband, and he taught her all he knew about car innards and how to fix them.
That was important to her.
“We have a shop in our backyard, and so he taught me how to weld, how to fabricate, really, how to do a lot of the stuff,” she says. “I didn’t want to be the pretty girl that just sits behind the desk. I do know what I’m talking about.”
Did you ever think the business would be so successful?
No, I didn’t, actually. Jason and I had kind of always joked that we would start a hot rod shop when we retired, because we both like to work on older cars. But it was totally a hobby.
You started with no experience. How did you manage?
I had no business background whatsoever. I had never, aside from ordering parts, stepped foot in an automotive shop as far as employment ever, so everything that we have done, all of my processes, all of my policies, all of that has been based on what I have learned here.
What has been difficult about doing this?
Jason and I don’t come from money at all, no rich uncle, no trust fund babies. We have done this with the help of Jason’s parents, but other than that, we have the financial side of things (to deal with). There’s been times where we couldn’t afford to get our kids school supplies, you know, we’re surviving off mac and cheese and ramen noodles, and sometimes Jason and I are not eating, and as long as the kids are fed, it’s fine. I guess we want this so bad that there is no second plan, that there is no other choice but for this to work.
Do you have a favorite project Rebel Road has worked on?
My favorite project is a 1966 Ford F-100 that belongs to a gentleman in Placitas. It originally belonged to his dad. When his dad passed away, he inherited the truck. (He) is now completely upgrading the truck; something his dad had long talked about doing. The truck has been completely modified, and our customer is extremely grateful in getting it back on the road. What a beautiful sentiment to his father, expressed through a 1966 F-100.
Do you drive an old classic?
Right now, my daily is a beautiful 2020 Suburban. But I do have a 1984 Nissan 720 King Cab that was my dad’s. It has a crack in the motor, so the motor needs to be completely replaced. I have a 1957 Ford Fairlane that my father-in-law gave to me as a gift. It’s a boat. She’s out in the back right now. It’s going to be totally custom, very luxury inside, the whole thing. So that’s going to be the one that we’re working on.
Any difficulty being in a male-dominated profession?
I have two whammies. I have the age discrimination because it’s like there’s a child behind the desk. And then there’s being a woman. It was like, “How does this young girl even know what she’s talking about?” So, it’s really learning how to manipulate a conversation to get someone to like me first, and then I can talk to them about whatever. It was difficult. Jason owned a restoration shop before. He did sandblasting, and then he did restorations, and so a lot of people were calling this “Jason’s shop.” I love him so much, but it’s not Jason’s shop. It’s not my shop. It’s Rebel Road — our shop. It took a lot of overcorrecting.
What’s your advice about starting a business?
That’s such a good question. I love that. I think the best advice, really, is … you have to learn to get over the fear side. This whole thing is incredibly fear-mongering. Every day I wake up, I’m in fear, but the other side of that is success.
Any role models?
I don’t want it to sound conceited, but my role model literally is the person that I know I am in 10 years. That is my role model, because I know that there’s this visceral pull to whoever she is. I don’t know what that will be, but I do know that whoever she is, she’s going to be a monster. She is going to be that role model for a bunch of young girls and young boys, and I know that her kids are going to be incredibly proud of her. That’s who I chase.
Ellen Marks, a former Journal editor, writes One-on-One profiles and Scam Watch. You can reach her at emarks@abqjournal.com.