Ryan Friedlinghaus, the man behind West Coast Customs, remains an influential figure in the custom automotive world. Although his public presence isn’t as prominent as it was during the heyday of Pimp My Ride, he is still deeply involved in running the business he started with a $5,000 loan from his grandfather in 1993. Today, West Coast Customs operates from a state-of-the-art, 60,000-square-foot facility in Burbank, California, where it continues to offer cutting-edge car customizations for celebrities, corporations, and car enthusiasts worldwide.
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After his departure from Pimp My Ride in 2007, Friedlinghaus transitioned to creating a new series called Street Customs, which later evolved into Inside West Coast Customs. This show provided him more creative freedom to build projects that aligned with his vision, focusing less on gimmicks and more on high-end, bespoke customizations for clients. This shift was strategic for Friedlinghaus, who felt that Pimp My Ride had begun to dilute his brand, even saying, "It damaged my brand" when recalling how people would jokingly ask him not to "pimp" their cars.
West Coast Customs itself has grown into more than just a car shop. It’s a cultural institution known for transforming cars into artistic statements. The company’s projects range from building vehicles for top-tier companies like Nintendo and Microsoft to partnering with pop culture brands for creative endeavors. For instance, their work with Six Flags Magic Mountain resulted in the "West Coast Racers" roller coaster, showcasing how Friedlinghaus’ vision extends beyond traditional automotive boundaries.
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Beyond the business, Friedlinghaus has also focused on giving back to the community and fostering the next generation of builders. The West Coast Customs Academy, launched in Burbank, is a unique initiative aimed at educating young people in trades like welding, painting, and car customization. In Friedlinghaus' view, traditional shop classes in schools are disappearing, and he sees it as crucial to create opportunities for those who still want to work with their hands.
As of now, Friedlinghaus is still very much at the helm of his business, albeit in a slightly quieter role compared to his early days on TV. He continues to manage a thriving enterprise that caters to an elite clientele while also nurturing the next generation of custom builders. His legacy is now being cemented not just in his custom creations, but also in the young talent he’s helping to shape for the future.
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