'LAMBO' FOR RENT VALLEY BUSINESS OFFERING A SPIN IN TOP-END CARS.Byline: JULIA M. SCOTT Staff Writer TARZANA -- Slipping behind the wheel of a Lamborghini is a regular part of Rick Lemke's job as president of Exotic Motor Works, a new ultra high-end auto rental business on Ventura Boulevard Ventura Boulevard is one of the primary east-west thouroughfares in the San Fernando Valley; as it was originally a part of the El Camino Real (the trail between Spanish missions), Ventura Boulevard is the oldest route in the San Fernando Valley. It was also U.S. . But talking about fancy cars still turns this married father of two into an 11-year-old boy, the age Lemke was when he first sat in a "Lambo," as he affectionately calls them. "Me growing up, typical guy, had a poster of a Lamborghini in my garage," said Lemke, 37, his voice quickening. "I talk to so many guys. I had that same poster with the hot girl! For so many people it's their dream to drive a Lamborghini." Lemke and his business partner Steve Conner, 45, used $2 million in savings to buy 10 cars that pack more bling than Elizabeth Taylor Noun 1. Elizabeth Taylor - United States film actress (born in England) who was a childhood star; as an adult she often co-starred with Richard Burton (born in 1932) Taylor . They rent them from a loftlike showroom they share with Ultimate Toyz, a sports memorabilia The term sports memorabilia usually refers to anything that can be directly connected to a sports event or personality. These items are generally gathered by fans of the particular sport, athlete or team that the item signifies or by collectors who find value in the rarity store. Rentals are pricey -- $2,800 for a day with the blazing yellow Lamborghini Gallardo The Lamborghini Gallardo, (Pronounced Gay-Arh-Dow. IPA: /ga'ʎaɾðo/) is the Italian supercar maker Lamborghini's "entry-level" supercar (owned by German Audi), sitting beneath the Murciélago. -- but there is a hot market for them in car-centric Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. , where you are what you drive. "People come into L.A. and they are certainly looking at fulfilling dreams," said Barry Toepke, spokesman for the L.A. Auto Show An auto show, or motor show, is a public exhibition of current automobile models, debuts, concept cars, or out-of-production classics. It is commonly attended by automobile manufacturers. Most auto shows occur once or twice a year. . "A lot of times the dream is to drive around Rodeo Drive Rodeo Drive (IPA: /roʊˈdeɪoʊ/) generally refers to a famous three-block long stretch of boutiques and shops in Beverly Hills, California, United States, although the street stretches further north and south. in a Ferrari." Lemke's main competitor, Beverly Hills Beverly Hills, city (1990 pop. 31,971), Los Angeles co., S Calif., completely surrounded by the city of Los Angeles; inc. 1914. The largely residential city is home to many motion-picture and television personalities. Rent-a-Car, is not worried about the new kid on the block. "There's enough of the market to go around," said spokesman Kurt Siejkowski. Rent-a-Car has grown 25 percent annually from renting its fleet of 950 vehicles, a chunk of which are top-notch autos like those at Exotic Motor Works, Siejkowski said. Rent-a-Car has six offices in the L.A. area and plans to relocate headquarters from Marina del Rey Del Rey may refer to:
Valley, southern California, U.S. Northwest of central Los Angeles, the valley is bounded by the San Gabriel, Santa Susana, and Santa Monica mountains and the Simi Hills. next year. As a business model, renting elite autos may seem like a no-brainer. Exotic Motor Works needs only two rentals a month to be viable. But there are pitfalls. The finicky fin·ick·y adj. fin·ick·i·er, fin·ick·i·est Insisting capriciously on getting just what one wants; difficult to please; fastidious: a finicky eater. cars require constant tune-ups, adjustments and cleaning. Maintenance alone can be a few thousand dollars a month. Their super-low bumpers are easily scraped pulling out of gas stations, adding body work to the tab. "You have got to rent it to someone who's not going to flog the car," said Joe Molina, president of JMPR in Woodland Hills, a public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most firm known for its automotive clients. "I've driven a (Lamborghini) Gallardo," Molina said. "It's hard to keep it legal." To make sure drivers will bring the cars back in showroom condition, just like they left, Lemke and Conner screen clients by asking them to fill out a free membership form. The form allows them to check for proper insurance and run a credit check. But ultimately, aside from normal wear and tear, customers who sign on the dotted line take on full liability for the rental. Lemke and Conner keep tabs on the cars even after they leave the lot. A black box -- like those used in airplanes -- records speed, brake wear and balance. Using GPS tracking See vehicle tracking. embedded in the car, Lemke can restrict drivers from certain areas. Clients jonesing to test a Lamborghini's 500-horsepower engine at a racetrack will find the cars shut off when they reach the speedway. Similarly, Mexico is a no-no, but Vegas is a go as long as you don't mind paying $2 per mile above 75 miles. The tracking and recording devices are necessary because of the liability that comes with renting $300,000 cars, the business partners say. "Go out and have fun," Conner said. "But be smart about it. Don't be dangerous." Typical patrons include movie studios using the fancy wheels for a shoot, businessmen looking to impress clients and folks dying to drive a car they can't afford to buy. Robert Montoya took a potential investor for a quick ride in a Lamborghini before making his business pitch over lunch. The race car made him stand out. "It was certainly something that stuck in the investor's mind," said Montoya, 31, of Saugus. Car buff Troy Weiss, a 41-year-old from Santa Clarita who sells model dinosaurs, rented a Gallardo after a particularly good sales month. Just getting behind the wheel is a big confidence booster, he said. "The stares that you get, the people that smile at you," Weiss said. "It's an awesome feeling and that's before you start the engine. That's just in the parking lot." julia.scott(at)dailynews.com (818) 713-3735 CAR RENTAL RATES LAMBORGHINI GALLARDO from Exotic Motor Works $2,800 per day, $2 per mile after 75 miles FORD FOCUS from LAX Budget $69 per day, unlimited miles CAPTION(S): 3 photos Photo: (1 -- color) Exotic Motor Works' Rick Lemke, sitting on a custom chopper in front of his Studio City business, offers a variety of luxury cars and exotic rides for purchase and rent, such as the Lamborghini Gallardo Spyder, background, for $2,800 per day. John Lazar/Staff Photographer (2 -- color) LAMBORGHINI GALLARDO (3 -- color) FORD FOCUS Box: CAR RENTAL RATES (see text) |
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