Hollywood Car Club, Automobile Magazine, November 2004
LOS ANGELES- In a city where Porsches and Bentleys are ubiquitous to the point of redundancy, it's easy to feel like a vehicular have-not.
Financial advisor and self-described gearhead Gonzalo Nieto is determined to capitalize on the automotive posturing needs of Angelenos with Hollywood Car Club, a sort of fractional ownership program for exotics.
Nieto's business intrinsically acknowledges that automotive showboating is practically an Olympic sport in the City of Angels. His company functions as wish fulfillment for wannabes, as well as an opportunity for the wealthy to sample six-figure rides without the hassle of commitment. Staying true to its name, the club also attracts its share of celebrities including Janet Jackson, whose personal favorite is the Rolls-Royce Phantom.
After paying a $15,000 entry fee, pre-screened members receive 250 courtesy points. Cars are broken down into three categories, "A" being the most exotic (Aston Martin Vanquish) and "C" being, relatively speaking, the least (Porsche 911 Turbo Cabriolet). Spending a day with one of the cars burns between 7 points (category "C" on a weekday) to 25 points (category "A" on a weekend). Proving he is in touch with the wants and needs of his most financially under-endowed clients, Nieto says, "Fifteen years ago, I would have borrowed from a credit card to drive these cars."
His story supports his claims. The car-crazed immigrant grew up in LA and worked odd jobs to make ends meet. His gig as a Beverly Hills parking attendant gave him a glimpse of the good life, and as he watched his dream cars being driven off into the sunset by ancient blondes and wizened captains of industry, his restless ambition was galvanized.
Nieto eventually decided to attend USC business school where he excelled academically, but also suffered the consequences of his vehicular lusts. One student loan disbursement, for instance, purchased a BMW 318iS.
"Cars have always been my passion," says Nieto, whose love of speed can be traced to his childhood in Madrid where he would sneak out in the middle of the night to race his parent's cars. He admits to a history of overspending on automobiles, and the smattering of all things unattainable in the HCC catalogue is testimony to his rarified taste. While luxurious offerings include the luscious Bentley Arnage and Azure, the club's true specialty is sporty exotics. Those with a "look at me!" complex may indulge in the fantastic Lamborghini Gallardo, while Michael Schumacher aspirants may opt for the track-ready Ferrari 360 Challenge Stradale. For discreet power, a Mercedes-Benz SL55 may be in order, though the exceptional Bentley Continental GT will probably attract drivers with a taste for more elegant performance.
Given his history of automotive addiction, it's hard to say whether Nieto views his enterprise as a legitimate business venture or simply an excuse to justify his stable of dream cars. However, bottom line sensibilities are reflected in each car selection. For instance, unless otherwise unavailable, Car Club vehicles have automatic or semi-automatic transmissions, appealing to a broad spectrum of drivers, rather than purists. The decision to avoid manual gearboxes was simplified when one of Nieto's now-retired Club cars, a Lamborghini Murcielago, required a $9,000 clutch job after only 3,600 miles on the clock.
In order to maximize resale value, cars are either silver, black, or grey. HCC's discreet color palette seems to acknowledge that cruising in a car the price of a condo can have its social risks. Nieto emphasizes, "I know that when I drive a $300,000 car, I'm already telling the average person 'F you', so why aggravate the situation by driving a yellow car?" Nonetheless, he is also acutely aware of the "wow" factor, and likens pulling up to a valet in an expensive car to walking into the room with the most beautiful woman on your arm.
Like any aesthetically inspired, status-conscious male, Nieto is constantly looking for the latest, sexiest model. Already on order are an Aston Martin DB9 and a Porsche Carrera GT, which will no doubt require some sort of "double-A" category of point valuation.
Though Hollywood Car Club's neutrally colored fleet may not make a dent in the imbalance between the haves and have nots, wannabes who fork over 15 grand will certainly join the former group, if only for a few heady, larger than life moments.
Basem Wasef
info@basemwasef.com
323.791.8560