The Ultimate in Understated Luxury
An interview with Howard Becker, President,
Becker Automotive Design, Inc., Los Angeles
Reprinted from Leaders Magazine, April, May, June 2001
Editor's Note "When
we first started designing these vehicles," explains Howard
Becker, referring to his specially equipped SUVs, "my initial
intent was for the owner to enjoy his commute." And in
recent years, even as sport-utilities have become what he terms
"the elite vehicles in today's world" and "popular
with almost every segment of the population," they still
serve that purpose. In fact, they serve three: "The first
is discretion, the second is basic - and in this case, chauffeured
- transportation, but the main purpose is luxury." As the
president of Becker Automotive Design elaborates, luxury can
be subdivided into entertainment (the likes of 28-inch LCD monitors
and audio systems that can "literally take your breath
away") and "utility from a business standpoint"
(which begins with a high speed computer and ends, essentially,
with one's imagination). Becker concedes that his limousine-outfitted
"SUVs certainly aren't inexpensive vehicles," but
"they're not overly pricey either," he adds. Plus,
"if you consider the value of a businessman's time gained
by his commuting in one of these," he astutely points out,
"it virtually pays for itself." After graduating from
the University of Southern California with a B.A. in psychology,
Becker went on to earn an M.B.A., teach entrepreneurship, and
work in his father's car-radio shop - from which his present-day
company was eventually launched.
Why should the CEO of a major company want to buy what
is, essentially, a sport-utility vehicle?
Well, it's not that a stretch limousine, a Town Car, or a
Mercedes-Benz isn't a good vehicle; it's simply that sport-utility
vehicles have an incredible number of attributes. In fact,
they're generally considered the elite vehicles in today's
world. They're cutting edge in every sense, and they're extremely
popular with almost every segment of the population. Indeed,
popularity is one of the remarkable attributes that make and
SUV such a favorable option for a top corporate executive:
Everyone identifies with an SUV, everyone accepts it, and
everyone admires it. I think that adds a common bond among
people across all classes. And although SUVs certainly aren't
inexpensive vehicles, they're not overly pricey either.
Your vehicles look discreet on the outside, but they're
certainly luxurious on the inside.
That's the whole idea. And while our vehicles are discreet
on the outside, they certainly aren't stock vehicles. We dress
up the exterior a step or two above the original factory model
- with monochromatic bumpers, various trims, and so on - to
make the vehicle more elegant. We also change the tires and
wheels, not so much for appearance's sake - although we do
improve the look - but because this improves the ride tremendously.
As for the interiors, the factories really don't hit the
mark from the standpoint of, say, a top corporate executive
or famous personality. Therefore, we try to emulate what those
kinds of people are used to in daily life, which is, generally
speaking, something along the lines of a European luxury car.
For the past 20 years, we've been working with European luxury
brands - Bently, Rolls_Royce, Mercedes-Benz, BMW, Ferrari,
Porsche, and all the others - so we understand our customer's
tastes. When we convert these SUVs into limousines, we do
it with the intent that, when our customers get inside, they'll
feel that they're in their natural element.
In addition to the luxury aspect of the conversion,
the back of the vehicle - where the passenger sits - is equipped
with a complete office on wheels, with everything from telephones
and computers to stereophonic audio equipment and LCD television,
correct?
Correct.
Our custom-built SUVs serve a number of purposes. The first
is discretion, the second is basic - and in this case, chauffeured
- transportation, but the main purpose is luxury. We want the
vehicle to fit the mindset of the owner and thereby reduce stress.
This luxury can be divided into two categories.
The first category is entertainment. One of the best ways
to take stress out of people's lives is to allow them to watch
a DVD on the highest-quality, 20- or 28- inch, flat-panel
LCD monitor while sitting in a very comfortable seat, with
or without the massage system and heater on. It's the ultimate
"home"-theater experience. And our 5.1 audio systems
could literally rake your breath away. A few minutes of listening
to The Three Tenors, for instance, is priceless in these vehicles.
The amount of relaxation, piece of mind, and indeed, stimulation
that the music gives a human being within this environment
cannot be found in other modes of transportation.
The second luxury category has to do with utility from a
business standpoint, and this is where the new economy is
really coming into play for us. Obviously, we have to offer
several different forms of cellular communications, and we
have to make them easy to operate. But that's not where it
stops; in fact, where everything really begins after that
point is with the installation of the computer. We run everything
in back with a powerful, 1,000-watt, pure-sine wave, 110-volt
inverter. You can operate everything you would in your home,
including a hair dryer and electric shaver. You can plug in
your laptop instead of switching to battery power, but you
probably won't because we also install a permanent high-speed
computer. It uses the video screen, a wireless keyboard, and
a wireless mouse. So now, with wireless Internet access available,
that 30-minute traffic jam isn't such a problem anymore.
Is videoconferencing also possible?
Yes, of course.
I recently met with the chief credit officer of our bank,
and I arrived in one of these vehicles. He became so excited
that he ran upstairs and brought down the chief financial
officer. They both jumped in back, and the CFO calculated
that, if you consider the value of a businessman's time gained
by his commuting in one of these vehicles every day, it virtually
pays for itself.
I didn't go to the bank to try to sell one of these vehicles,
by the way. However, the "test drive" certainly
demonstrated my creditworthiness!
What about security features? You provide tinted glass.
Is bulletproofing also available upon request?
We routinely provide bulletproofing. At our facility we do
bulletproofing up to what's known as NIJ Level 3-A, which
safeguards all the way up to .44 Magnum. Thus, you're protected
against the most powerful handguns in the world, as well as
a lot of rifles.
What about the threat of bombs underneath the carriage?
We do bomb blankets constructed of Kevlar, which is the material
used in bulletproof vests. Upon occasion and mostly in Third
World situations, people want a high level of security: protection
against automatic rifles, armor-piercing weapons, etc. Although
we don't go to the extent that would be appropriate for a
head of state, we do offer an exceptional level of protection.
The .44 Magnum level seems to be very appropriate, especially
for the domestic U.S. population. People are concerned less
about the threat of assassin that they are about acts of random
violence, such as carjacking. This type of armoring is very
unobtrusive, which means that they windows sill function.
At 22 millimeters, the window glass - which, by the way, is
supplied by the same company that supplies the State Department
- isn't so thick that you feel as though you're in a fish
bowl. And while there's armor on the doors, floor, and roof,
for all intents and purposes, you aren't consciously aware
that you're in an armored vehicle.
And when the CEO isn't conducting business, his family
can use the vehicle just as they would any other SUV.
That's absolutely true, and I must admit that the number
of people who actually do that used to surprise me. They put
the kids in the back, switch on a movie, and boy, are those
kids happy!
How much does one of these converted vehicles cost?
Our base price is $85,000, which gives you suspension modification,
a digital navigation system, and the basic type of interior
I've described, with a modest music system and a 15-inch,
flat-panel video screen. More often that not, however, the
final bill is more in the neighborhood of $120,000, once customers
check off their preferred options. These include everything
from sunroofs to upgraded audio systems, larger LCD screens,
heated massage seats, and lumbar systems.
That's roughly the same price as a top-of-the-line BMW,
and yet you offer more.
That's true, but I don't necessarily want to compete with
cars of that kind.
When we first started designing these vehicles, my initial
intent was for the owner to enjoy his commute. However, they're
such a non-ostentatious mode of transportation that I see
them being used for many other purposes. For instance, they're
great for taking the kids to school. Wealthy parents sometimes
feel very self-conscious about sending anything fancy to school,
the park, a ball game, and so forth. These vehicles give them
a much more discreet option.
When I recently delivered a vehicle to one of our very well-known
clients, his wife came out to admire it. She was so excited,
I felt as though I'd hit a grand slam. And when she said,
"Honey, why did we ever get the Bently?" I almost
did a backhanded flip! The reaction to our vehicles, almost
universally, is wonderful. I never hear, "Why did we
get this?" They're just so darn practical!
Based in Los Angeles, Becker Automotive Design, Inc. specializes
in converting SUVs and other externally low-profile, non-attention-drawing
vehicles (including the Ford Excursion and Chevrolet Suburban)
into original-length, non-stretch, executive limousines by
providing spacious and elegant interiors, equipped with an
array of personal comforts and top-of-the-line electronics.
Past and present customers of the privately owned firm include
Cher, Michael Douglas, Jane Fonda, Steven Spielberg, Bruce
Springsteen, Sylvester Stallone, Barbara Streisand, and Elizabeth
Taylor.
"When
we first started designing these vehicles," explains Howard
Becker, referring to his specially equipped SUVs, "my initial
intent was for the owner to enjoy his commute." And in
recent years, even as sport-utilities have become what he terms
"the elite vehicles in today's world" and "popular
with almost every segment of the population," they still
serve that purpose. In fact, they serve three: "The first
is discretion, the second is basic - and in this case, chauffeured
- transportation, but the main purpose is luxury." As the
president of Becker Automotive Design elaborates, luxury can
be subdivided into entertainment (the likes of 28-inch LCD monitors
and audio systems that can "literally take your breath
away") and "utility from a business standpoint"
(which begins with a high speed computer and ends, essentially,
with one's imagination). Becker concedes that his limousine-outfitted
"SUVs certainly aren't inexpensive vehicles," but
"they're not overly pricey either," he adds. Plus,
"if you consider the value of a businessman's time gained
by his commuting in one of these," he astutely points out,
"it virtually pays for itself." After graduating from
the University of Southern California with a B.A. in psychology,
Becker went on to earn an M.B.A., teach entrepreneurship, and
work in his father's car-radio shop - from which his present-day
company was eventually launched. 
Correct.
Our custom-built SUVs serve a number of purposes. The first
is discretion, the second is basic - and in this case, chauffeured
- transportation, but the main purpose is luxury. We want the
vehicle to fit the mindset of the owner and thereby reduce stress.
This luxury can be divided into two categories. 