West Coast Customs (abbreviated by the company as WCC) is an automobile repair shop focusing on the customization of vehicles. It was started by co-founders Ryan Friedlinghaus and Quinton Dodson circa 1994. According to Friedlinghaus, he began the business with a $5,000 loan from his grandfather, but other sources claim that he raised the seed money for the business while working at his father's liquor store. Owing to the patronage of celebrities such as Shaquille O'Neal and Sean Combs, along with appearances in the reality television programs Pimp My Ride and Street Customs, the company has gained a high degree of notoriety and has become a multimillion-dollar business.
Besides celebrities, West Coast Customs has also created vehicles for global brands such as Virgin, Nintendo, and Microsoft. It is frequently characterized as one of the best custom car shops in the United States. However, the company has also at times been accused of missing deadlines, using aggressive sales tactics, and producing low quality and potentially unsafe customized vehicles. Some observers and past employees have also criticized the company's employment practices.
It has had some success franchising outside of the United States; it has opened franchises in Dubai, and Shanghai (as ). Other franchises, however, such as the one in Berlin, closed shortly after opening due to becoming insolvent. With a long history of different locations within the U.S. state of California, its current flagship and largest facility of is headquartered in Burbank, California.
History Early years; Pimp My Ride (1990–2007)
According to two contradictory statements in the Los Angeles Times, West Coast Customs was founded in either 1994 or 1998 by auto enthusiast Ryan Friedlinghaus. In a 2008 article, USA Today put the foundation year as 1997. The legal entity, West Coast Customs International, LLC, was incorporated in California on October 20, 2000. A young Friedlinghaus had gotten his custom vehicles featured on the covers of auto magazines by age 14, but he became frustrated with the tedium of dealing with multiple specialty shops, which led to longer times to build the vehicles. According to Entrepreneur, this frustration, coupled with his love for custom cars, was what led to his opening of his own shop.
The company moved many times in its early years, but it was at its Inglewood location that WCC began to gain a reputation for quality, which caused celebrities to have their cars modified there. According to Friedlinghaus, one of his first customers was Shaquille O'Neal, who wanted a customized Chevrolet Suburban, and this relationship helped him get contacts with other celebrities who were looking for custom automobiles. Owing to this, Music Television (MTV) offered Friedlinghaus the opportunity to have a reality television show filmed at his business with co-founder Quinton "Q" Dodson as the star and rapper Xzibit as the host; his acceptance of this deal led to the 2004 TV show Pimp My Ride.
Pimp My Ride was extremely successful, spawning international spin-offs, and its success increased the profile of West Coast Customs substantially. The show's format was that the Film producer at MTV would find typical Americans with junk cars, they would be given a short interview with Xzibit, Friedlinghaus and the WCC crew to determine their interests and hobbies, and then WCC staff would take their junk car and transform it into a custom car embodying the interests and personality of its owner. In 2004, CBS News reported that the show consistently ranked first place in the 12 to 34-year-old demographic for its 9:30 pm time slot.
According to a former employee of the company at the time Pimp My Ride was filmed, most of the work on the vehicles was done behind the scenes. Cars and expectations for the final product would arrive on Monday, and employees had until the following Friday to complete a project, sometimes necessitating twelve hour work days. According to this employee, much of the off-screen labor was done by illegal immigrants from Mexico, around eleven in total. As the employees were of WCC and not MTV, MTV was apparently unconcerned about possible ramifications of this for them.
Owing to the popularity of Pimp My Ride, West Coast Customs was prominently featured in the 2005 street racing video game L.A. Rush as the car upgrade mechanism. According to the Chicago Tribune, Midway, the developer of the game, paid "handsomely" to be able to use the brand.
In June 2005, Friedlinghaus took over the role of host from Dodson for the fourth season.
As early as 2005, during airing of the second season of Pimp My Ride, rumors circulated that the location of the show would change and Friedlinghaus would part with MTV to host a show on a different network. These rumors were confirmed with simultaneous announcements by MTV and Friedlinghaus in 2007, after the fourth and final season with WCC as the shop.
In a 2007 interview in the Los Angeles Times that Friedlinghaus gave after the Pimp My Ride relocation from West Coast Customs to Galpin Auto Sports, Friedlinghaus credited Pimp My Ride with helping him build his brand, but said that he felt that his focus on building cars for the television show damaged his relationships with his other customers.
Street Customs and (Inside) West Coast Customs (2007–2018) Nevertheless, after leaving Pimp My Ride, Friedlinghaus would almost immediately begin a new television program that aired simultaneously on Discovery Channel and The Learning Channel, Street Customs, produced by Pilgrim Films & Television. Instead of building the cars for the people chosen by MTV, the new show followed ongoing customizations being done for consenting customers of West Coast Customs. Friedlinghaus described the difference between the two shows thus: "I want to build cars on TV, not for TV." While the breakup was described as amicable, others at WCC were not so subdued: Sean Mahaney, a then-employee of WCC, reportedly said "Most of the MTV people are not real car guys... They pay us to build the cars, so we do what they want even if it sucks."
Street Customs would change names twice and networks four times, but its format remained constant. While cars would still be built for individuals, more and more episodes were devoted to brands as the show ran on. Because MTV was no longer footing the bill, all episodes of the new series were about cars built for people who could afford the high cost of customization. Some notable vehicles built for celebrities in Street Customs include one for Carroll Shelby, a Cadillac for Shaquille O'Neal (according to Friedlinghaus, O'Neal had already had 30 cars built for him by WCC by July 2007), a modified Range Rover for an unnamed member of the royal family of Dubai, and a Cadillac CTS-V for Justin Bieber. Brands built for included Chronic Tacos and Vans.
According to Friedlinghaus, in an interview with The Press-Enterprise, the Great Recession affected his business heavily: he had to lay off half of the company's employees, orders decreased, and customers opted to have used cars repaired instead of buying brand new cars to be customized.
In 2010, West Coast Customs designed three identical customized 1955 Ford F-100 pick up trucks that were prominently featured in the film The Expendables. One of these cars was for Sylvester Stallone, who sold it at auction in 2011 for $132,000. In 2015, WCC created a car by combining the body of a Ford Maverick and the internals of a Ford Ranger for another film, Mad Max: Fury Road.
After the 2009 season, the show was renamed Inside West Coast Customs. Along with this change, it was also moved to Discovery HD Theater, which later became a different specifically automotive related cable channel, Velocity.
In 2012, Jalopnik reported that the rapper will.i.am and Friedlinghaus organized a publicity stunt wherein will.i.am pretended that his car, a DeLorean modified by West Coast Customs at a cost of $700,000, was stolen. Friedlinghaus then pretended to find the supposedly stolen car. No police report was filed, nor were the police even called; Jalopnik describes the event as a "viral marketing stunt gone badly".
In June 2013, Fox Sports Network took over the production of the show, dropping the word "Inside" from the show's name, and continued to produce new seasons of the show until 2016. In March 2017, the television show moved back to Velocity with a new season; Velocity then renewed the show in January 2018.
+Timeline of Street Customs seasonsSeasonsNetworkNotes2007, 2009Discovery Channel and The Learning ChannelStreet Customs2010–2012Discovery HD TheaterShow renamed to Inside West Coast Customs2013–2016Fox Sports Network"Inside" dropped from name2017–2018Velocity"Inside" restored to name On August 29, 2018, it was announced Six Flags Magic Mountain was in the process of constructing a roller coaster named West Coast Racers, which was designed in part by West Coast Customs.
Location changes The company has moved several times in its history, across 3 different counties in the Los Angeles metropolitan area, each time to larger spaces. According to Friedlinghaus, the first shop was in Laguna Niguel, California, after which it moved to Compton, California, in 1998. In 2000, it moved again to a location on Olive Street in Inglewood, California. After the first season of Pimp My Ride, the company moved yet another time to a larger location in El Segundo, California, near Los Angeles International Airport that had a room specifically for the filming. After Pimp My Ride left the company, it moved to a location in Corona, California, in preparation for the Street Customs television show.
During filming of Season 5 Episode 12 "WCC's New Zip Part 1" of West Coast Customs, Friedlinghaus began moving the shop to its current location, a auto shop on West Empire Avenue in Burbank, Los Angeles County, California. The grand opening of the new facility occurred in December 2014.
Criticism Mistreatment of employees As early as 2008, USA Today noted that Friedlinghaus's auto shop routinely had 60-hour work weeks and employees had "insane deadlines" working for Friedlinghaus, a "self-described micromanager". One former employee, Mauricio Hernández, who would go on to co-found the Mexican franchise of WCC, claimed in an interview with NPR that during the period of his employment at the California branch (2004–2009), he worked ten to twelve hours per day, six days per week as an undocumented worker, without Social Security or any other benefits, and that by so doing he "missed...the childhood of [his] kids."
In an interview with Entertainment Scoop, when asked "What does it take to be an employee at West Coast Customs?" Friedlinghaus replied, "Not saying, 'when do I go home?' The guys who want to stay and work and get things done...it's hard to find people that are good...[people who will do] whatever we ask them to do."
On April 23, 2014, after an investigation by the United States Department of Labor (USDOL), the company was found to have violated the provisions of the Fair Labor Standards Act. The government found that the company was not paying employees overtime or minimum wage nor keeping proper records. During the investigation, the government found that all employees were paid a weekly salary, regardless of how many hours they worked. Because employees were frequently coerced to work overtime, this resulted in a wage of $6/hour for some employees. Furthermore, until 2011, the company attempted to skirt minimum wage and overtime laws by classifying their on-site exclusive long-term employees as independent contractors, which is illegal in the United States.