First let me explain the term. For those of you familiar with the show on MTV called Pimp My Ride, you will have no trouble understanding what ‘pimping’ a car means. For those of you that aren’t, basically each episode offers an unsuspecting car owner the chance to have their car altered and upgraded for free. The car ends up with 20 inch rims, plasma screens just about everywhere, a sound system that puts an auditorium to shame, upgraded seats and trim before it is all finished off with a ‘killer’ paint job. It is a complete vehicular makeover. The show has become so popular, across the world and in particular our region, that it was even (rather less successfully) adapted for an Arab audience.
MTV’s show Pimp my Ride used the expertise of the West Coast Customs (WCC) aftermarket specialists, located in Corona, California. Following the show’s success WCC opened its first fully operational non-US design and production centre in Dubai which reflected just how ‘pimping’ our region had become. The centre cost a sizeable 4.9 million USD and it heralded new quality and sophistication for the still embryonic Middle Eastern obsession.
Unfortunately, some Arabs still believe that excessiveness is better, leading a few to go overboard with the redecoration of their vehicles. The results are flabbergasting. There was a Mercedes CLK, decked with diamond encrusted rims, a Toyota Land Cruiser with a complete Louis Vuitton print interior, and a black Hummer adorned with a white Gucci ‘G’ print from the roof to the running boards. You have to give them credit. Even though their cars appear repulsive, their creativity knows no bounds. I have yet to see a Chanel print Rolls Royce, to complete the list.
For those, however, that opt for their vehicle to remain intact, perhaps adding spoilers or tuning the engine will suffice. There are many established companies around the world that can aid you in this endeavour: Gemballa provides aftermarket parts mainly for Porsche; Brabus does the same for Mercedes, and Hamann Motorsport tunes the likes of BMWs, Lamborghinis, Ferraris and Minis amongst others. Each of these companies customise the cars’ interiors, adding new body kits made of fibre glass or matt carbon, or replacing the original wheels with lighter alloy wheels.
Perhaps the most interesting of the lot is London-based Project Kahn. Rumour has it that the Saudi Royal family has already ordered 80 customised Kahn Range Rovers, complete with a new body kits, rear roof spoilers, handcrafted mesh front grilles and a complete remake of the interior. These cars are made for individuals that cannot “submit to a life of monotonous conformity.”
So if you are looking to pimp your car, do so tastefully. And please leave the designer prints on handbags.
