When you walk into Elite Customs, the luxury custom car studio founded by husband-and-wife duo Rich and Samantha McClellan, you quickly realize it’s anything but your typical auto shop. That’s intentional. The clean layout. The curated design samples. The absence of ego and gatekeeping. Everything about the space says: this isn’t just about cars — it’s about creativity, comfort, and collaboration.
But the atmosphere isn’t just for show. Rich and Sam designed it to break down barriers, creating an environment where everyone feels welcome, from seasoned car collectors to newcomers curious about what custom work can do. Their goal? To make the process of upgrading or repairing a vehicle feel just as comfortable and inspiring as the finished product.
“I’ve always believed that innovation isn’t just about what we build,” Rich says. “It’s about how we build it — and who we build it for.”
With Elite Customs, Rich has turned that philosophy into a thriving business. What began with a teenager tinkering with car stereos has become a creative powerhouse known for designing celebrity builds like Jelly Roll’s iconic 1964 Lincoln Continental and custom Brabus G Wagons. But Elite’s innovation goes far beyond high-profile projects. It’s built into every bolt, every conversation, and every customer experience.
Design Thinking Meets Dream Building
Elite Customs doesn’t just take orders. They collaborate.
Clients don’t walk into a showroom and pick from preset packages. Instead, they sit down with Rich and his team to co-create their vision, from subtle interior upgrades to full vehicle transformations. The process is rooted in education, communication, and exploration.
“Too many shops sell clients on what they want to build,” Rich says. “We listen first. We explain options. We show what’s possible. Then we create something that reflects that person’s style and story.”
Rich credits his wife, Sam, with helping him expand that vision. With a background in design and a deep understanding of the industry, Sam brings fresh inspiration into the automotive world. Together, they ensure that each project is more than performance specs — it’s personal.
This collaborative approach has brought in an increasingly diverse clientele, from industry insiders and car enthusiasts to first-time custom vehicle owners who may have once felt out of place in a typical shop.
More Than a Shop, A Space That Welcomes Everyone
At Elite Customs, the environment isn’t just well-designed — it’s intentionally inclusive. From the moment you walk in, the goal is clear: this is a space where everyone belongs.
Whether you’re a lifelong car enthusiast, a first-time buyer, or a teen dreaming about your first set of custom wheels, the vibe is warm, approachable, and refreshingly unpretentious. It’s a conscious departure from the high-pressure, hyper-masculine showroom feel that defines many auto shops.
“Subconsciously, when people walk in, I want them to feel like they can let their guard down,” Sam explains. “It shouldn’t feel like a sales floor — it should feel genuine.”
That authenticity shows up in everything from the curated front-of-house décor to the laid-back conversations between clients and staff. It’s an atmosphere rooted in trust, creativity, and real connection.
Of course, the style wouldn’t mean much without substance. From head-turning paint jobs and lifted trucks to luxury interiors and precision detailing, Elite Customs backs up its boutique feel with top-tier craftsmanship. Every vehicle is a reflection of the client’s personality and the team’s uncompromising standards.
A Culture of Curiosity
Innovation at Elite doesn’t stop at the design table. It’s baked into the culture.
“When you walk into our shop, you’ll see everyone working on something new — even in their off-hours,” Rich says. “We’re constantly experimenting, pushing ourselves. This isn’t a job to us. It’s a lifestyle.”
Elite’s team is encouraged to bring ideas from outside the automotive world, drawing inspiration from everything from sneaker drops to architectural design. When someone brings in a new material, method, or color palette, the reaction isn’t skepticism—it’s excitement.
That openness has made Elite a place where innovation flourishes, not because it’s forced, but because it’s fun.
Rich recalls building Jelly Roll’s Lincoln as one of those breakthrough moments. “That car symbolized who he is and where he’s going,” Rich said. “It inspired us to think bigger and sparked other builds that we’re still evolving.”
Reimagining What a Custom Shop Looks Like
In many ways, Rich founded Elite as a direct response to everything he didn’t like about the industry.
“I worked in shops where the owners didn’t know anything about the installs. They promised clients the world but couldn’t back it up,” he said. “It created frustration for everyone involved. I knew there had to be a better way.”
That “better way” is now Elite Customs — a space where clients are treated with respect and employees are empowered to lead. Rich runs a flat shop culture, where hierarchy takes a back seat to collaboration, and feedback flows in every direction.
Even the physical space reflects this mindset. Samples of materials are displayed like a design studio. Lighting is intentional. The showroom is a conversation starter, not an intimidating sales floor.
“I want everyone who walks in here to feel like they belong,” Rich says. “There’s no judgment, no pretense. Just people who love great design and great cars.”
This philosophy has opened the doors to clients who might have felt overlooked or underestimated elsewhere — women, younger buyers, the LGBTQ+ community, and those from non-traditional automotive backgrounds.
“We’ve had clients say, ‘I’ve never felt comfortable in a shop until now.’ That’s what it’s about,” Rich says. “That’s the real innovation.”
Innovation as a Leadership Strategy
Rich also believes innovation is essential to leadership, especially in a fast-evolving industry like auto customization.
“You have to stay a student,” he says. “Even now, I’m constantly learning from my team, my clients, and mentors in other industries.”
He credits part of his success to breaking away from outdated norms. “Just because something’s always been done one way doesn’t mean that’s the best way,” he says. “The ability to challenge that — and try something different — is where true innovation comes from.”
Instead of chasing trends, Rich and his team set them, often inspired by influences outside the car world. They look at what’s next in luxury design, streetwear, and pop culture, then bring that spirit into every build.
Looking Ahead: The Future of Custom Is Already Here
From smart features to sustainability, the auto customization world is moving fast, and Elite Customs is all in. Industry trends like augmented reality previews, biometric security, and even electric motor swaps are already reshaping what’s possible in custom builds. And while some shops are still catching up, Rich McClellan is leaning in.
“We’re always watching what’s next,” Rich says. “If there’s tech out there that can help us bring a client’s vision to life more clearly or make a car more sustainable, we want to try it.”
Elite is already exploring tools like AR visualization, which would allow clients to see potential modifications before the first part is even ordered. And with more customers asking about eco-friendly upgrades, the team is looking at ways to make high-end customization align with modern sustainability goals, including the possibility of EV conversions.
“We’re not just here to build cars, we’re here to move the industry forward.”
In a space long defined by tradition, Elite Customs is proving that innovation doesn’t have to be loud or flashy. It just has to be authentic — and built for the people who walk through the door.
