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Saturday, June 16, 2007
When the original stars of ‘Pimp My Ride’, West Coast Customs (WCC), announced they were setting up a base in Dubai, car junkies across the emirates revved their SUV engines in delight. Four months later the revs are getting frighteningly loud as franchise holders Al Ghussein prepare for the final stages of launch.
Since announcing the deal in February, the company’s strategic development director Rami El Malak and his team have recruited 22 staff from the GCC’s automotive industry, filmed the first episode of a new reality TV show to be based at the Dubai workshop, designed their first car for UAE royalty and are in the process of finishing the WCC workshop and showroom. All while sifting through hundreds of emails from excited fans desperate to know when and where they can get their cars pimped.
It’s not hard to understand why the project is two months behind schedule. “We’ve been pretty busy”, Rami laughed, “But it’s really exciting. The response has been overwhelming. We’ll be opening in August at Al Quoz.” WCC shot to fame with hit MTV show ‘Pimp My Ride’, which saw poor condition cars being restored and customised in the US by WCC, with wild and pimp-tastic designs, including Fords with built-in fireplaces, chandeliers and cinema projectors.
Much of the appeal of the original US show spawned from the personalities involved – including owner Ryan, the appropriately named ‘Big Dane’, and electronics expert ‘Mad Mike’ - all of whom will be actively involved in the running of the Dubai workshop. “We have secured 22 talented individuals from within the automotive industry across the GCC but there will always be one member of the original US team based here, on a rotating schedule, to oversee the projects”, Rami explained.
Busy finalising the uber-stylish design of the showroom, Rami and shop manager Andrew have just returned from two days in LA where they met with WCC owner, and ‘Pimp My Ride’ favourite Ryan, to film the first episode of a new reality show based around the Dubai shop, due to air in October on the Discovery Channel.
Speaking about the trip Rami said: “Ryan has become a very good friend. He’s an amazing guy. He started the multi-million dollar business using $5,000 lent to him by his grandfather, and despite his wealth his feet have never left the ground. It’s great because he’s done all this without coming from a business background so, with our financial experience, we’re now looking at ways to help them expand the business further.”
Back to the show and the celebrity projects planned for the emirate in the coming months, Rami said: “The first of 14 episodes will see work being done on a vehicle belonging to a member of the UAE royal family, whose name we can’t reveal yet. “It’s being done in California while we get the workshop finished here in Dubai and it should look amazing when completed. We’ll also be working on Shaquille O’Neal’s car as well as Mohammed Ali’s and there’ll be a number of charity projects too. Dubai doesn’t need to be put on the map but the show will certainly give the emirate more exposure.”
And if that doesn’t do it then the planned WCC hip-hop music show, in Dubai Media City on November 22, should. Three major American hip-hop stars are scheduled to perform at the day-long car and music marathon, that will see Ryan and co re-build a car throughout the day and ten of the UAE’s most creative customisers battle it out for the ‘King of Customs’ crown.
Al Ghussein spent more than 17 months negotiating with WCC for the rights to the franchise, battling with business heavyweights across the Middle East who recognised the profitability of the brand among the region’s car-crazy residents. “There are more Porsche’s sold here per capita than in any other city around the world. It’s astonishing to say but it’s not unusual to see them on the roads here and people turn to customisation to make them that little different.”
But if you’re a ‘Pimp My Ride’ fan who would love nothing better than to see your car get the full West Coast treatment but need a serious wallet re-construction first, take small consolation in the fact the company will be selling WCC merchandise sure to add a tad more street cred to your hatchback.
Rami said: “We’re targeting two markets with two lines. We’ve got the ‘Pimp My Ride’ merchandise - sub-woofers, speakers and the like - for the 18-25 year olds inspired by the show and love cars. Then we have the high net-worth VIP market which opt for half or full rebuilds.”
We know which market we’d rather be in! If you fancy yourself as a bit of a customising genius and would like to enter the ‘King of Customs’ contest, then send pictures of your pimped-up wheels, along with your contact details, to the WCC team at info@wcc-me.com
Since announcing the deal in February, the company’s strategic development director Rami El Malak and his team have recruited 22 staff from the GCC’s automotive industry, filmed the first episode of a new reality TV show to be based at the Dubai workshop, designed their first car for UAE royalty and are in the process of finishing the WCC workshop and showroom. All while sifting through hundreds of emails from excited fans desperate to know when and where they can get their cars pimped.
It’s not hard to understand why the project is two months behind schedule. “We’ve been pretty busy”, Rami laughed, “But it’s really exciting. The response has been overwhelming. We’ll be opening in August at Al Quoz.” WCC shot to fame with hit MTV show ‘Pimp My Ride’, which saw poor condition cars being restored and customised in the US by WCC, with wild and pimp-tastic designs, including Fords with built-in fireplaces, chandeliers and cinema projectors.
Much of the appeal of the original US show spawned from the personalities involved – including owner Ryan, the appropriately named ‘Big Dane’, and electronics expert ‘Mad Mike’ - all of whom will be actively involved in the running of the Dubai workshop. “We have secured 22 talented individuals from within the automotive industry across the GCC but there will always be one member of the original US team based here, on a rotating schedule, to oversee the projects”, Rami explained.
Busy finalising the uber-stylish design of the showroom, Rami and shop manager Andrew have just returned from two days in LA where they met with WCC owner, and ‘Pimp My Ride’ favourite Ryan, to film the first episode of a new reality show based around the Dubai shop, due to air in October on the Discovery Channel.
Speaking about the trip Rami said: “Ryan has become a very good friend. He’s an amazing guy. He started the multi-million dollar business using $5,000 lent to him by his grandfather, and despite his wealth his feet have never left the ground. It’s great because he’s done all this without coming from a business background so, with our financial experience, we’re now looking at ways to help them expand the business further.”
Back to the show and the celebrity projects planned for the emirate in the coming months, Rami said: “The first of 14 episodes will see work being done on a vehicle belonging to a member of the UAE royal family, whose name we can’t reveal yet. “It’s being done in California while we get the workshop finished here in Dubai and it should look amazing when completed. We’ll also be working on Shaquille O’Neal’s car as well as Mohammed Ali’s and there’ll be a number of charity projects too. Dubai doesn’t need to be put on the map but the show will certainly give the emirate more exposure.”
And if that doesn’t do it then the planned WCC hip-hop music show, in Dubai Media City on November 22, should. Three major American hip-hop stars are scheduled to perform at the day-long car and music marathon, that will see Ryan and co re-build a car throughout the day and ten of the UAE’s most creative customisers battle it out for the ‘King of Customs’ crown.
Al Ghussein spent more than 17 months negotiating with WCC for the rights to the franchise, battling with business heavyweights across the Middle East who recognised the profitability of the brand among the region’s car-crazy residents. “There are more Porsche’s sold here per capita than in any other city around the world. It’s astonishing to say but it’s not unusual to see them on the roads here and people turn to customisation to make them that little different.”
But if you’re a ‘Pimp My Ride’ fan who would love nothing better than to see your car get the full West Coast treatment but need a serious wallet re-construction first, take small consolation in the fact the company will be selling WCC merchandise sure to add a tad more street cred to your hatchback.
Rami said: “We’re targeting two markets with two lines. We’ve got the ‘Pimp My Ride’ merchandise - sub-woofers, speakers and the like - for the 18-25 year olds inspired by the show and love cars. Then we have the high net-worth VIP market which opt for half or full rebuilds.”
We know which market we’d rather be in! If you fancy yourself as a bit of a customising genius and would like to enter the ‘King of Customs’ contest, then send pictures of your pimped-up wheels, along with your contact details, to the WCC team at info@wcc-me.com
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We will also demonstrate our own talent by customizing a car, live on stageRyan,Big Dane and Alex, stars of the MTV show Pimp My Ride will make special guest appearances throughout the day. Gaming fanatics and graffiti artists will also get to showcase their talents or try the activities first time at the respecting Gaming Zone and Graffiti Areas.