Rich McClellan, Crafting Unique Rides Via Elite Customs

Author(s): Scott Douglas Jacobsen

Publication (Outlet/Website): The Good Men Project

Publication Date (yyyy/mm/dd): 2025/01/22

When it comes to blending creativity, precision, and innovation in the world of automotive customization, Rich McClellan is a name that stands out. As the founder of Elite Customs just south of Nashville in Franklin, Tennessee, Rich brings years of expertise and an unyielding passion for transforming vehicles into personal works of art. From luxury cars to bespoke interiors, Elite Customs has become a go-to destination for those seeking to bring their unique vision to life. In this engaging Q&A, Rich shares insights into his journey, the evolution of Elite Customs, and what it takes to excel in the ever-changing world of high-end automotive design.

Scott Douglas Jacobsen: How did Elite Customs begin?

Rich McClellan: Elite Customs was founded in 2015, born from my years of experience in the customization industry and deep passion for the craft. After learning everything I could from working in various shops, I saw an opportunity to create something different—a place where clients had a voice in the design process. I couldn’t pass up the chance to strike out on my own and bring that vision to life.

When I met my wife Samantha (Sam) in 2018, she wasn’t familiar with the custom car world but quickly fell in love with it. She saw it for what it truly is: a canvas for endless creativity and self-expression. Back then, the local industry lacked much of a feminine perspective, and Sam saw an opportunity to fill that gap. In 2022, she made the bold decision to close her own business and join Elite Customs, bringing her keen eye for design and fresh ideas into the mix.

We started humbly, working out of a 1,200-square-foot, two-car bay. Within six months, demand pushed us to expand by another 1,200 square feet. Another six months later, we upgraded to a 4,000-square-foot shop. A year after that, we moved into a 5,500-square-foot space in the heart of Cool Springs. Today, Elite Customs thrives in a 12,000-square-foot facility, and we’re already planning our next expansion. Every day, we wake up excited to hit the ground running and do what we love.

While cars are our specialty—particularly luxury and high-end vehicles—we’ve worked on everything from boats to RVs. Our services are as diverse as our projects, from body modifications and custom interiors to state-of-the-art audio and lighting upgrades. At Elite Customs, we make it our mission to turn dreams into reality, no matter the canvas.

Jacobsen: What inspired you to focus on luxury and high-end customization?

McClellan: Luxury and high-end customization are my passions because they demand a higher level of precision, creativity, and innovation. Every project is an opportunity to treat the vehicle like a canvas, ensuring every detail is perfect. It’s also a space where clients come with bold visions, giving us the chance to push boundaries and create something truly extraordinary. The challenge of combining form and function seamlessly drives me daily.

Jacobsen: What part of auto-customization is the hardest when capturing a customer’s aesthetic?

McClellan: One of the toughest challenges in auto customization is narrowing down a customer’s vision to a cohesive theme. Many clients come in with scattered ideas—they might know what they like but struggle to understand how auto aesthetics work as a whole. Our job is to listen, collaborate, and guide them toward one or two unified styles that reflect their personality and vision.

Sam has been instrumental in making this process seamless. With her background in interior design and an incredible eye for detail, she has a talent for translating vague ideas into clear, intentional design plans. She knows how to blend textures, colors, and finishes in ways that elevate the final product while ensuring it feels personal. Her ability to clarify the design process has been a game-changer for Elite Customs.

Jacobsen: How has Sam’s influence reshaped Elite Customs?

McClellan: Sam has completely transformed the way we approach customization. Before she joined, our focus was heavily technical, but she brought a fresh perspective rooted in personal style and design. Her background in interior design has helped us better connect with clients, especially women and first-timers, who now feel more comfortable expressing their ideas. Sam’s ability to blend textures, colors, and finishes has elevated our work, and her influence is evident in every project we undertake.

Jacobsen: How do the aesthetics of California and Las Vegas influence your work in Tennessee?

McClellan: California’s aesthetic is all about individuality and breaking the rules. It’s where low-riders and old-school styles shine, and truly anything goes—it’s the Wild West of customization. Vegas, on the other hand, is defined by its opulence. It’s all about glitz, glamour, and making bold, larger-than-life statements. The pace is fast, and the designs are all about grabbing attention.

When I began working in Tennessee, I noticed that the Southeast has a more understated approach. It doesn’t follow the trends of the West Coast but instead embraces a style rooted in the state’s natural beauty and culture. Over time, I’ve introduced a philosophy of “fashion meets function” to my work here. It’s about creating bold, stylish designs that still make sense for everyday use. You can have a badass custom truck without going full-on “boss hog.” The key is pushing the limits, respecting the local culture, and finding ways to reinvent the wheel. This approach has resonated with clients ready to embrace a blend of creativity and practicality.

Jacobsen: What’s your approach to handling challenging clients or projects?

McClellan: It all comes down to communication and transparency. Customization is a collaborative process, and we take the time to understand our client’s vision while setting realistic expectations. One memorable challenge involved a client who couldn’t decide on a color scheme for their car’s interior. Sam worked closely with them, creating mockups and samples to bring their vision to life. The extra effort was worth it when we saw their excitement with the final result.

Jacobsen: How do you stay ahead in an industry that’s constantly evolving?

McClellan: Innovation is key. To stay ahead of the curve, I stay connected with industry trends, attend trade shows, and invest in cutting-edge technology like 3D printing. Building a network of professionals worldwide has also been invaluable for sharing ideas and solving unique challenges. The industry moves fast, and staying ahead means always being willing to adapt and learn.

Jacobsen: What made the project with Jelly Roll and the 1964 Lincoln Continental so special?

McClellan: Working on Jelly Roll’s 1964 Lincoln Continental for the 2023 CMAs was my dream project. I’ve always had a personal connection to that car—I own one myself—so when Jelly Roll gave us complete creative freedom, it felt like the perfect opportunity to merge his personality and music with my passion for classic cars.

Every detail of the build was carefully thought out to reflect Jelly Roll’s style and heartfelt lyrics. Sam played a huge part in creating the color story and ensuring the textures worked harmoniously. However, one of the most talked-about features was her idea to incorporate intricate engraving throughout the car. A particularly meaningful touch was removing the rearview mirror to highlight Jelly Roll’s famous lyric: “I took the mirror off of this old Ford, so I only see in front of me.”Considering Lincoln is Ford’s luxury division, it added another layer of depth to the design.

Of course, every project has its controversies; for this one, it was the wheels. People always have opinions, which is why these projects are so exciting—they spark conversations and leave an impression.

Jacobsen: What are the challenges in scaling customization?

McClellan: One of the biggest hurdles in scaling up auto customization is overcoming misconceptions about the industry. Too often, people associate customization with over-the-top, impractical builds—like hot tubs in minivans or fish tanks in trucks—thanks to reality TV. That’s not what we do. At Elite Customs, we focus on elevating and personalizing vehicles by improving their existing features thoughtfully and practically.

Another challenge is managing client expectations around timelines. The “Hollywood-edited timeline” often creates unrealistic ideas about how long a quality build takes. Completely dismantling a vehicle, executing precise customizations, and reassembling it with attention to every detail is a time-intensive process. Rushing can lead to overlooked details or cutting corners, which is never an option for us. Customizing your car the right way takes time, but the results are always worth the wait.

Jacobsen: What Are the Top Trends in Luxury Car Customization for the 2020s?

McClellan: The 2020s have brought exciting trends to the luxury car customization space. Clients are gravitating toward metallic finishes, jewel tones, textured materials, and bold, colored leathers. Personal branding is also taking center stage, with people opting for unique, signature designs rather than recognizable logos. Lighting—once an overlooked feature—is making a strong comeback with innovative options that transform interior and exterior aesthetics.

But staying ahead in this industry requires more than just following trends. As cars evolve and technology advances, so must we. Around the shop, the joke is that the quickest way to challenge me is to say something can’t be done—I’ll move mountains to prove otherwise. Meanwhile, Sam continues to expand our business boundaries, particularly with first-time clients. Her favorite moment is watching someone realize the endless possibilities of customization and start dreaming up their unique build. Those first sparks of inspiration are what drive us forward.

Jacobsen: How does Elite Customs collaborate with country music stars and athletes?

McClellan: Elite Customs has had the privilege of working with a roster of talented country music stars and professional athletes. From Jelly Roll and his wife Bunnie to Keith Urban and Eric Church, we’ve collaborated with some of the biggest names in music. One of our recent projects was a custom vehicle for comedian Nate Bargatze, a build that brought laughter and creativity together in a unique way.

We’ve also partnered with various professional athletes, including NFL players like Michael Griffin and Kevin Byard, NHL legends Pekka Rinne and Roman Josi, and even former Olympians. Each project has its own challenges and rewards, but our commitment to crafting designs that reflect each client’s individuality and style is the consistent thread.

Jacobsen: How do you balance classic car culture with modern customizations?

McClellan: Preserving the integrity of classic car culture while incorporating modern elements is an art form in itself. For me, the key is respecting the car’s original design and craftsmanship. I study its era’s shapes, lines, and aesthetics and use those as the foundation for updates. From there, it’s about thoughtfully integrating modern amenities—advanced technology or updated materials—without compromising the car’s vintage charm.

It’s a delicate balance that requires time, patience, and a genuine appreciation for the vehicle’s history. Over the years, I’ve fine-tuned this skill, always learning and adapting to ensure that every project stays authentic to its roots while meeting the client’s vision. The result is a build that honors the car’s past while pushing it toward a timeless future.

Jacobsen: What has been your most rewarding project to date?

While the Jelly Roll 1964 Lincoln Continental project holds a special place in my heart, restoring a classic Mustang as a surprise for a client’s father was another standout. The emotional reaction from both the client and their dad was incredibly rewarding and reminded me of why I started this journey—to create meaningful, lasting connections through our work.

Jacobsen: What’s the process for working with Elite Customs from start to finish?

McClellan: First, we start with a detailed consultation. We want to understand the client’s vision, budget, and timeline. Then comes the design phase, where Sam and the team craft sketches, mockups, and material samples for approval. Once finalized, we source parts and begin the build. We keep clients in the loop with regular updates, and every project goes through meticulous quality control before delivery. It’s a seamless process that ensures the client’s satisfaction every step of the way.

Jacobsen: How do you balance artistic vision with practical functionality?

McClellan: Striking this balance is what makes customization both challenging and rewarding. A car has to look amazing, but it also needs to perform reliably. For example, when integrating custom lighting, we focus on aesthetics without compromising safety or usability. It’s about enhancing the vehicle while respecting its original purpose.

Jacobsen: What role does storytelling play in your projects?

McClellan: Every project at Elite Customs tells a story. Whether it’s a vehicle passed down through generations or a new build reflecting someone’s personality, storytelling adds depth and meaning. The Jelly Roll Lincoln project, with its lyrical engraving and personal touches, is a perfect example. These stories turn vehicles into more than just machines—they become symbols of identity and expression.

Jacobsen: What advice would you give to clients considering their first custom build?

McClellan: Be open-minded and trust the process. Customization is a journey, and collaboration is key. Share your ideas and inspirations, but allow your customizer to guide you toward the best solutions. The results are always worth the effort when you see your dream come to life.

Jacobsen: How do you ensure each customization reflects the owner’s unique style?

McClellan: At Elite, the key to creating personalized designs is taking the time to truly understand each client. Our consultations are longer because we want to dive deep into their preferences, style, and vision. This time investment not only helps us deliver a highly customized product but also enhances the luxury, personalized experience we aim to provide.

It’s all about listening carefully, finding the common threads in their ideas, and offering feedback to refine their vision. Being in this industry requires a love for both cars and people. That passion sets Elite apart—everyone is welcome here, and we’ve built a reputation for making the customization process as exciting and comfortable as possible. When a client tells us they enjoyed the process and the outcome exceeded their expectations, we know we’ve succeeded in turning them into a lifelong enthusiast. That’s always the ultimate goal.

Jacobsen: What’s the most surprising request you’ve received?

McClellan: A coffee aficionado once asked us to install a fully functioning espresso machine in their luxury SUV. Although this was an unusual request, it perfectly reflected their lifestyle. The challenge was to make it look seamless, resulting in a feature that felt as natural as the car itself.

Jacobsen: What advice would you give aspiring auto customizers?

McClellan: For anyone looking to enter this industry, my first piece of advice is never to be afraid to push the limits of what’s possible. Customization is about breaking boundaries and stepping out of your comfort zone. Inspiration is everywhere—whether it’s home design, fashion, or music. If you hit a creative block on a build, step back and take a moment to let the vision come to you.

Another crucial lesson is that no one succeeds alone in this business. Collaboration is essential. I can’t tell you how often we’ve relied on our global network of experts and professionals to troubleshoot an issue or explore a new idea. Building those relationships and knowing when to lean on others is vital. Referrals are a big part of our industry, and for years, I’ve lived by the mantra: “It’s not WHAT you know; it’s WHO you know.” Building a strong network and being willing to collaborate will set you apart and help you grow in this field.

Jacobsen: How do you see the future of customization evolving?

McClellan: Sustainability and technology are shaping the future of customization. Clients are asking for eco-friendly materials and features, and technological advances like AI and smart systems are opening up new possibilities. At Elite, we’re excited to be part of this evolution and to continue pushing the boundaries of what’s possible.

Jacobsen: What’s next for Elite Customs?

McClellan: We’re expanding into electric vehicle customization to meet the growing demand for personalized EVs. Additionally, we’re exploring collaborations with designers outside the auto industry and planning to launch a line of exclusive accessories. The goal is to keep innovating and finding new ways to bring our client’s visions to life.

Rich McClellan and Elite Customs continue to redefine automotive customization, blending artistry, functionality, and innovation. Whether it’s a bold luxury build or a heartfelt restoration, Elite Customs delivers projects that exceed expectations. Ready to turn your vision into reality? Contact Elite Customs today, and let’s start your journey toward creating a vehicle that’s as unique as you are.

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