South Fine Motor Vehicles



You can learn more about Jon in an interview on Cars Yeah

Meet Jon Lundberg, ASA

<-->Southwest Valuations has been focused on providing value opinions for unique, exotic, historic, and racing vehicles since being founded in 1972 by Don McReynolds. That tradition continues with new owner Jon Lundberg. Jon brings a 55-year background in motor sports and the specialty aftermarket to which he adds appraisal expertise. As both company owner and consultant; he was elected by his peers to three consecutive terms on the SEMA Board of Directors. As a professional valuer, Lundberg has completed the equivalent of an academic Ph.D. becoming credentialed as an "Accredited Senior Appraiser" by the American Society of Appraisers.

<-->During a parallel career Lundberg became known throughout North America as a premier live-at-the-event motor sports announcer.  Along the way he scored many “firsts” by voicing event coverage for evolving media outlets.  Specializing in straight-line acceleration events, he was accorded the title “Voice of Drag Racing”.  He functionally retired from that activity, following a 46-year career, in 2001.

<-->Today, the company is fully digital and ready to serve vehicle collectors, builders, and individual car owners, as well as government agencies and commercial entities, with a 38-year record of both market awareness and precision reporting.



2004 to Present
  • PP204 – Personal Property Valuation – The Legal & Commercial
    Environment., UC-Irvine Learning Center, Orange, CA
  • PP203 – Personal Property Valuation – Report Writing
    UC-Irvine Learning Center, Orange, CA
  • PP202 – Personal Property Valuation Methodology – Research & Analysis.  American Society of Appraisers, Distance Learning Course.
  • PP201 – Personal Property – Introduction to Personal Property Valuation American Society of Appraisers, Distance Learning Audio Course.
  • Associate/Candidate, American Society of Appraisers, Herndon, Va.
  • Member, Society of Automotive Historians, West Hartford, CT
  • Member, Specialty Equipment Market Association (SEMA), Diamond Bar, CA. Former Board member, elected to 3 terms.

Professional Experience
2010 to Present
  • Southwest Valuations, LLC, Oro Valley, AZ Owner/Appraiser
    A personal property appraisal firm with 38 years experience specializing in historic, vintage, unique, exotic, prestige and racing motor vehicles.
2004 - 2009
  • Southwest Valuations LLC, Sonoita, AZ Associate Appraiser (Sub-contractor)
2000 - 2003
  • Breault Research Organization, Tucson, AZ
    Sales Manager – Engineering Services
    A firm which specializes in both analyzing and managing light energy via engineered optics developed with proprietary software.
April 16, 1998 - 2000
  • Advanced Research & Information Services Ensemble, LLC, Tucson, AZ
    President, A one-client-at-a-time auto aftermarket consulting firm.

April 15, 1997 –

April 15, 1998

  • R.E. Olds Transportation Museum, Lansing, MI, President
    A non-profit museum that celebrates the life, accomplishments and
    legacy of Ransom Eli Olds, developer of Oldsmobile as well as REO passenger cars and trucks.  The Oldsmobile Centennial Celebration occurred in 1997.
September 1973 – April 14, 1997
  • 25 years experience in all facets of the automotive aftermarket
    including ownership of three companies.

August 1955


August 2001

  • 46 years experience in various motor sports with particular emphasis on
    hot rodding, drag racing and car shows.
2010 to Present
  • Accredited Senior Appraiser, American Society of Appraisers, Herndon, VA.
  • Accredited Member, American Society of Appraisers, Herndon, VA.




  • Inductee, International Drag Racing Hall of Fame, Ocala, FL.
  • Inductee, Drag Racing league of Honor, NNDRA, York Springs, PA.
  • Inductee, Super Stock Drag Racing Hall of Fame, Ocala, FL.
2009 to 2014
  • Uniform Standards of Professional Appraisal Practice (USPAP) 2008-2009 Ed.

Cell: (520) 490-5536
Office: (520) 297-6870