Kings of Bling - the cult of customising

Pimped, blinged, modified or simply done up. They all add up to the same thing: the process of altering a car. It's easy for outsiders to dismiss some of the more extravagant ventures as kitsch or simply a waste of money, but the influence of such films as Pimp My Ride and The Fast And The Furious is growing.

For devotees, spending $30,000 on pimping a car is a way of self-expression, of forging a distinct identity and, most important, having fun.

Albert Lahood has this sense of pride and enjoyment in abundance.

After buying a new Subaru WRX two years ago, the 21-year-old business marketing student transformed it from a run-of-the-mill Soob to a unique show car.

“I've added TV screens and had it retrimmed in suede and leather from Italy,” he says. “The wheels are custom-made, and I painted them the same colour as the car.

“I've done the interior, the audio, done the wheels, exhaust, engine modifications — the list goes on.

“A DVD player, an MP3 player. The engine's got an intercooler, and a special air-flow system, blow-out valve and and engine computer.”

That adds up to an estimated $30,000 to $35,000, including the cost of adding no fewer than 12 television screens, some of which can be seen from outside of the car — one is in the boot lid.

“It's more of a disease now. Once I had four TVs, but I just added and added,” Lahood says.

His parents, and many others, may scratch their heads, but he doesn't need to search for an explanation.

“It's unique; I do it to be different. You see many, many WRXs on the street, but I don't want to see many like my car.

“That's what makes it. It's out there, wild. I express my thoughts in my car. It makes a statement.”

That's something Tony Doran, the boss of Doran Pro Audio, has identified, particularly in the past three years.

Doran, who carried out the audio and interior additions to Lahood's ride, says owners are sick of the norm.

“They don't want to drive down the street and see an identical vehicle. They want to show their character.

“They've evolved into being individual characters as such — and generated a name for themselves.”

Mick Taleb, of Tempe Tyres, says this trend encompasses both genders from all economic and ethnic backgrounds. He's also ideally placed to notice that wheels keep getting bigger.

Clive Wasserman, the owner of SunGard Window Tinting at Rockdale, says a lot of younger car owners get tinting on their windows, especially as it's a more affordable element of pimping.

“They can spend anywhere between $295 and $495, depending on the size and quality,” Wasserman says.

“Older people are more concerned about the protection and glare; youngsters are more interested in the appearance of their car.”

Cars most likely to get the big makeover treatment include Mercedes-Benzes, BMWs, Nissan 200SXs and Skylines and, of course, Subaru WRXs.

Taleb says customers spend anywhere from $1000 to $30,000 on pimping at his company alone, and that doesn't include such items as wheels and tinting.

Says Doran: “Before he did up his car, Albert was still Albert, but not noticed. Now he's known — he's a somebody.

“It's a world of its own. These fellows can go a few different ways.

“Some get into drugs, make a lot of money, but meet their demise abruptly, or they get into work, make a future.

“Other fellows blow it all on their cars. A large majority blow it all on their cars to get recognised.”

For Lahood, pimping his car has become a hobby — one he can share with 30-odd friends who have the same passion and attend car shows together.

“It's more of a reality instead of an impossible thing. As if you'd think you could have 15 TV screens in a car like that. Whoever would have thought 10 years ago they'd have TVs in a boot?”

Lahood has funded his automotive hobby by working part-time for his parents' fruit and vegetable wholesale business.

Having spent close to $80,000 all up on his car, he'd be lucky to get the $45,000 he paid for the WRX in its original condition if he were to sell.

“I didn't build it to make money. I built it as a hobby, and you can't make money off a hobby,” Lahood says.

“It's become a part of me. Selling it would be like selling one of the family.”

Lahood is equally straight up about the car's downsides. He says police pull him over at least once a week.

“They just have a look, see what's going on, see who's driving the car. They're generally OK.

“The car's been re-engineered, and I've got a certificate to prove it. I have to carry that.”

Security is another factor. Lahood drives his WRX only on weekends and can't take it any place where he won't be able to keep an eye on it all the time.

Then there's the big question of insurance premiums.

Tony Doran believes the modified-car craze is just getting under way.

“It seems as if it's growing at a very steady rate. Every day, we get more and more calls regarding this,” he says.

“I'd say this scene is here to stay.”

And if Albert Lahood's car is anything to go by, Doran may be right.

“There's plenty more to do,” Lahood laughs. “Maybe a colour change, more motor modifications, more TV screens — as many as the battery can handle.”