Platinum Motorsport

Los Angeles, CA, 323-935-9222, platinummotorsport.com
Established: 1998

There’s an unfortunate stigma attached to owning a luxury exotic. Even if you know every spec and capability of your top-shelf toy, most performance junkies don’t take you seriously. Los Angeles-based Platinum Motorsport opened its doors for just that reason—to customize luxury rides as a way of differentiating the car connoisseurs from the trust-fund kids. After spending their youth working in their father’s repair shop, brothers George and Jack Keshishyan designed their own automotive aspirations. “When other kids were out on the playground, these two were learning and feeding their passion for cars,” remembers Sam Telikyan, Platinum’s director of marketing and a childhood friend of the siblings. Living in the shadows of Hollywood, it seemed only natural that the brothers’ venture would involve high-end luxury vehicles. Platinum Motorsport’s posh showroom, packed with only the finest in Italian and German wares, feels like a high-end wheel shop, but their vehicles are much more than stock beauties with new rims. “George and Jack coined a term for what they do here,” explains Telikyan. “They like to call themselves automotive re-stylers.” When a customer is tired of his Lamborghini Gallardo looking like every other one cruising Beverly Hills, the brothers feel out the owner and determine how to put him in the right. “Maybe this guy is the type that likes big flashy brakes, maybe not. Perhaps he likes chrome lips or more aggressive styling,” says Telikyan. “They sit down and get to know you- then say, ‘This is how we think we should build your car, but the ultimate call is yours.’” If it sounds superficial, remember that on a six-figure whip, even the slightest alteration, if not executed properly, can stammer performance. To insure this doesn’t happen, Platinum employs well-trained automotive techs who are certified to take apart Bentleys, Benzes, and the like and put them back together—better than before, of course..”

Related Links:
Syndicate Automotive Concepts : http://www.syndicateauto.com/
Platinum Motorsport : http://www.platinummotorsport.com/
Kandy Kustomz : http://www.kandykustomz.com/
West Coast Customs : http://www.westcoastcustoms.com/