West Coast Customs
| Company type | Private company |
|---|---|
| Founded | 1994 (LA Times), 1997 (USA Today), 2000 (incorporation) |
| Founder | Ryan Friedlinghaus |
| Headquarters | Burbank, California, U.S. (previously based in various Southern California locations including Corona, California, El Segundo, California, Inglewood, California, Compton, California, and Laguna Niguel, California) |
Key people | Quinton Dodson, Chris G. Cooley, Dana Florence |
| Products | Custom cars, branded merchandise, franchising, trade school courses |
| Revenue | $10 million (2008) |
Number of employees | 40 (2015) |
| Website | http://www.westcoastcustoms.com |
West Coast Customs (WCC) is a privately held automotive customization firm established around 1994 by entrepreneur Ryan Friedlinghaus alongside Quinton Dodson. Friedlinghaus is said to have initiated the enterprise with a $5,000 loan from his grandfather, although alternative reports indicate initial funding was accumulated while he worked in his father's liquor store. The company rose to prominence by servicing high-profile clients such as Shaquille O'Neal and Sean Combs and gained widespread recognition through reality television programs like Pimp My Ride and Street Customs, evolving into a multimillion-dollar venture.
Beyond custom vehicle modifications, WCC offers an array of products and services including branded merchandise, franchise opportunities, and educational programs. The firm has partnered with internationally recognized corporations such as Virgin Media, Nintendo, and Microsoft, strengthening its position within the competitive custom automotive sector.
While WCC is acknowledged as one of the leading custom car shops in the United States, it has encountered criticism related to missed project deadlines, assertive sales approaches, and concerns over workmanship quality and safety. Additionally, some former staff members have raised issues concerning workplace practices.
The company's expansion includes global franchising efforts with varied success; operational franchises exist in locations like Dubai and Shanghai, whereas the Berlin franchise ceased operations due to bankruptcy. West Coast Customs operates its primary headquarters out of a 60,000-square-foot facility situated in Burbank, California.
Founding and Pimp My Ride Era (1990–2007)
West Coast Customs was established by car aficionado Ryan Friedlinghaus, with various accounts placing its inception between 1994 and 1998, and officially registered as a California LLC in 2000. Having built a reputation for custom automotive work since his youth, Friedlinghaus created the company to centralize and improve the efficiency of custom vehicle fabrication, which previously involved coordinating among numerous specialty shops.
After several relocations, the company gained significant recognition at its Inglewood facility, drawing high-profile clients including Shaquille O'Neal. This visibility led to a collaboration with MTV to produce the reality series Pimp My Ride, starring co-founder Quinton "Q" Dodson and hosted by rapper Xzibit. Premiering in 2004, the show elevated West Coast Customs’ public image by featuring cars personalized to reflect their owners' tastes and lifestyles. It consistently topped ratings within its target audience and inspired international adaptations.
Behind the camera, projects were often completed under pressing deadlines, necessitating extended work hours from WCC staff, some of whom were undocumented—a circumstance reportedly not overseen by MTV since employment was managed directly by Friedlinghaus.
The brand also made an impact in the gaming world through a notable collaboration with Midway Games for the 2005 street racing title L.A. Rush, which involved a significant licensing agreement.
In 2005, Friedlinghaus took over as host for the show's fourth season. By 2007, following four seasons, he ended his partnership with MTV as production moved to Galpin Auto Sports. While acknowledging that Pimp My Ride enhanced his company's visibility, Friedlinghaus also noted that it created tension with other clients due to the show's demands.
Street Customs and (Inside) West Coast Customs Period (2007–2018)
Following his departure from Pimp My Ride, Friedlinghaus introduced Street Customs on Discovery Channel and The Learning Channel, produced by Pilgrim Films & Television. Unlike MTV’s approach, this series concentrated on customizing vehicles for actual paying customers of West Coast Customs, emphasizing Friedlinghaus’s philosophy of creating cars “on TV, not for TV.” Although Friedlinghaus described the split with MTV as amicable, some WCC employees voiced dissatisfaction regarding MTV’s creative influence.
Throughout various network transitions and rebranding efforts, Street Customs retained its fundamental focus on crafting bespoke vehicles mainly for wealthy clientele. Highlighted projects included builds for Carroll Shelby; a Cadillac commissioned by Shaquille O'Neal—who reportedly ordered over 30 vehicles from WCC by 2007; a Range Rover for a member of Dubai's royal family; and a Cadillac CTS-V customized for Justin Bieber. The series also featured collaborations with brands such as Chronic Tacos and Vans.
The economic downturn during the Great Recession severely affected WCC’s operations, resulting in workforce reductions and fewer new commissions as customers shifted their priorities toward repairing pre-owned vehicles rather than commissioning new customizations.
In 2010, West Coast Customs produced three unique customized 1955 Ford F-100 trucks showcased in the movie The Expendables, one of which Sylvester Stallone auctioned in 2011 for $132,000. Later in 2015, WCC engineered a hybrid vehicle combining a Ford Maverick exterior with Ford Ranger mechanical components for use in Mad Max: Fury Road.
After 2009, the show was retitled Inside West Coast Customs and moved to Discovery HD Theater (later rebranded as Velocity), a network dedicated to automotive programming.
In 2012, rapper will.i.am collaborated with Friedlinghaus on a highly publicized stunt involving a $700,000 customized DeLorean that was falsely reported stolen and subsequently recovered without police involvement.
By mid-2013, production transitioned to Fox Sports Network, dropping "Inside" from the title while continuing through 2016. The series returned to Velocity in 2017 with additional seasons airing into early 2018.
| Seasons | Network | Remarks |
|---|---|---|
| 2007, 2009 | Discovery Channel and The Learning Channel | Street Customs |
| 2010–2012 | Discovery HD Theater | Renamed Inside West Coast Customs |
| 2013–2016 | Fox Sports Network | "Inside" removed from title |
| 2017–2018 | Velocity | "Inside" reinstated in title |
In August 2018, West Coast Customs broadened its enterprise by contributing to the design of the West Coast Racers roller coaster at Six Flags Magic Mountain theme park.
Relocation History
Throughout its existence, the company has moved several times within the Los Angeles metropolitan region, each relocation involving a transition to more spacious premises. The business originally operated out of Laguna Niguel, California before shifting to Compton, California in 1998. By 2000, it had established itself on Olive Street in Inglewood, California. After completing the inaugural season of Pimp My Ride, the firm transferred to a larger facility in El Segundo, California, situated near Los Angeles International Airport, which included a dedicated area for filming. Following the conclusion of Pimp My Ride, the company relocated once again to Corona, California in preparation for the Street Customs series.
In Season 5, Episode 12 of West Coast Customs, Friedlinghaus initiated the move to its current auto workshop located on West Empire Avenue in Burbank, California, within Los Angeles County. This new location officially opened its doors in December 2014.
Employee Treatment Concerns
Since 2008, numerous reports have surfaced describing strenuous working conditions at Friedlinghaus's facility, where staff often endured 60-hour workweeks under intense deadlines. Mauricio Hernández, a former employee and co-founder of the Mexican franchise of WCC, disclosed that as an undocumented worker from 2004 to 2009, he routinely worked 10 to 12 hours daily for six days per week without receiving any benefits.
Friedlinghaus characterized his ideal workforce as those who do not inquire "when do I go home?" and are prepared to perform "whatever we ask them to do."
In April 2014, an investigation by the United States Department of Labor revealed that the company breached the Fair Labor Standards Act by neglecting to pay overtime or minimum wage and failing to keep accurate employment records. Employees were compensated with fixed weekly salaries irrespective of hours worked, sometimes equating to wages as low as $6 per hour due to forced overtime. Up until 2011, WCC also improperly classified long-term staff members as independent contractors.
Rather than disputing these findings, Friedlinghaus agreed to pay $157,592 in back wages along with $16,830 in civil penalties. The USDOL confirmed that the company addressed all violations and is now fully compliant with labor laws.
Jake Glazier’s Buick Century
In 2015, The Huffington Post conducted an interview with Jake Glazier, who appeared on Pimp My Ride (Season 4, Episode 7) and had his vehicle customized at West Coast Customs.
Glazier, holding a degree in audio engineering, received a bespoke MTX Jackhammer high-fidelity sound system featuring a decibel meter and warning light, alongside an integrated record player embedded into the dashboard. Additional enhancements included flat black paint accented with red metal flake scallops, four-inch whitewall tires, removal of the muffler replaced by three faux exhaust pipes designed for louder sound output, and a black-and-white vinyl interior.
After spending nearly half a year with the vehicle at the shop, Glazier reported significant quality concerns. The faux exhaust pipes produced excessive noise levels while minimal mechanical repairs were performed, resulting in driving challenges. About a month later, he sold the car to MTX Audio for $18,000; it is believed MTX acquired it to prevent competitors from obtaining it. Glazier also stated that Dana "Big Dane" Florence pressured him to exhibit greater enthusiasm on camera. MTV executive producer Larry Hochberg refuted these allegations by affirming that vehicles were ensured to be roadworthy and that some post-delivery repairs were covered by the company.
Despite these complications, Glazier indicated he would consider participating in a similar show again provided MTV assumed responsibility for all necessary work until delivery.
Trisha Paytas' Mercedes-Benz G-Wagen
In 2015, internet personality and singer-songwriter Trisha Paytas had a 2014 Mercedes-Benz G-Wagen, just three weeks old, customized by West Coast Customs (WCC). The modifications featured a pink exterior, Swarovski crystals embedded in the headrests and steering wheel, along with bespoke floor mats. Although WCC initially guaranteed completion by November 17, they failed to meet this deadline as well as a subsequent one on December 9. Following the second postponement, Paytas uploaded a critical YouTube vlog accusing WCC of threatening legal action if she did not take it down.
The project was ultimately finished by the final deadline of December 17; however, Paytas discovered that several essential electronic systems were malfunctioning. These included critical safety components such as turn signals, headlights, windshield wipers, and dashboard instruments. WCC reportedly recommended she take the vehicle to a Mercedes-Benz dealership for warranty service. Five days later, Paytas released another vlog, which led WCC to issue a public response denying responsibility for the defects and attributing delays to numerous order changes requested by Paytas. The company also reaffirmed its dedication to customer service while rejecting blame.
After repairs were completed, Paytas shared positive remarks about her vehicle on Instagram despite the earlier setbacks. This episode underscores potential challenges in the customization sector that can affect brand image and client satisfaction within the luxury automotive aftermarket industry.
Firefall bus for Red 5 Studios
In 2010, Chinese online gaming company The9 Limited announced Firefall, an MMO first-person shooter developed by Red 5 Studios as their debut project. The game entered closed beta in 2011 and open beta in 2013. Mark Kern, a veteran game designer, was appointed CEO of Red 5 Studios by The9. To promote the title, Kern commissioned an elaborate $3 million tour bus styled after an in-game vehicle and converted into a mobile gaming lounge. This bus appeared on Inside West Coast Customs Season 3 Episode 4.
Though depicted as arriving punctually at Los Angeles' 2012 Anime Expo (June 29–July 2), the bus was actually delayed and missed significant events such as the 2011 Electronic Entertainment Expo. Kern publicly criticized the customization team for exceeding budget limits and failing to meet expectations. Reports indicated that the bus lacked several vital features and ultimately remained unused in storage. The promotional campaign attracted negative attention, including a parody Twitter account characterizing it as an excessive display of capitalist extravagance.
Franchises
West Coast Customs has expanded internationally through franchising efforts with mixed outcomes.
Closed franchises
- A franchise launched on September 14, 2008, in a repurposed factory located on Revaler Straße in Friedrichshain, Berlin. However, it ceased operations less than a year later on August 14, 2009, due to insolvency issues. Among its prominent clients were professional boxer Wladimir Klitschko and musician "Evil" Jared Hasselhoff. After closing, the premises were repainted in 2011.
- Mauricio Hernández, previously employed at West Coast Customs in California prior to Pimp My Ride airing, co-founded a Mexican franchise with Friedlinghaus' endorsement in 2009. This franchise produced a television program titled Tunéame la nave broadcast on Azteca network for six seasons. In 2016, Hernández departed from West Coast Customs to establish PacifiCoast Customs in Culiacán, Sinaloa, backed by an initial investment of MXN 2.5 million (around USD 250,000). He highlighted his strategy of prioritizing quality by servicing only twenty vehicles annually and noted that rebranding would not negatively impact business owing to his strong personal reputation within Mexico’s market.
Franchises That Never Launched
- The official WCC website once featured a Japanese franchise with a "coming soon!" page active from 2009 until early 2012. By April 2012, the site began showing errors and was completely offline by November that year. Although a 2013 HP video included the Japanese franchise logo, there was no operational activity or media reports, suggesting the franchise never commenced operations.
- During a 2010 Q&A session in St. Petersburg, Russia, Dana Florence mentioned plans for a Russian franchise. However, as of January 2017, there is no record indicating that this franchise ever opened.
- The 2013 HP video also showed a Malaysian franchise called Pantai Barat Customs. While the owner expressed intentions to launch official WCC merchandise in Malaysia, no further developments have been reported since 2013.
Active Franchises
Despite initial challenges, certain franchise locations have successfully established their presence.
- In 2007, Friedlinghaus revealed a franchise in Dubai owned by Al Ghussein Global Investments, which remained operational as of December 2016. This Dubai outlet was launched with an AED 18 million (approximately US$4.9 million) franchise fee paid to West Coast Customs for trademark rights.
- On January 14, 2016, Friedlinghaus announced via Facebook the establishment of a Shanghai franchise. Officially opening on August 18, 2016, it garnered significant media attention from Chinese sources such as Qilu Evening News, the automotive publication Autohome, and Phoenix InfoNews Channel. This franchise is situated at No. 218 Huajiang Road in Shanghai's Jiading District.