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One Sweet Ride

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By SARAH HOYE

shoye@tampatrib.com

Published: November 15, 2008

TAMPA - Christmas came early for one area auto body business.

St. Petersburg-based Boulevard Customs is one of four finalists in the international Mercedes-Benz "Tuner Challenge" design competition.

The challenge - a company first for the automaker - selected four after-market tuning companies to customize a redesign of the GLK-Class sport utility vehicle (starting at $33,900) available in January 2009. The winner is selected by online and text voting that closes Nov. 30.

The team with the most votes wins an undisclosed prize, plus the chance to have its vehicle on display at the Chicago Auto Show, one of the most highly acclaimed. Being a finalist is enough to gain the small business bragging rights.

"I don't think anyone cares about the prize; this is a labor of love," said Chris Bradley, president of Boulevard Customs in St. Petersburg. "If there was a theme, it's David versus Goliath."

Boulevard Customs entered "The Urban Whip" category and designed a topless GLK featuring a wide-body styling kit, 26-inch wheels and tires, a redesigned interior and a 5,700-watt stereo. The other design categories included the GLK "Widestar," "Rock Crawler" and "Rally Racer."

Everything on the GLK was changed with the exception of the hood and motor, Bradley said. The rebuilding, which Bradley's nine employees had to complete in 45 days, would cost consumers $80,000 to $100,000 to re-create.

"Being a small company, we had to still work on projects," Bradley said. "They were working on cars for Boulevard during the day, and then this car during the nights. It's the rebuilding easily a five- to six-month job. The guys really stepped up and did what it took."

When Bradley opened Boulevard Customs in 1995, he sat on the floor while his mother volunteered to answer phones. The Northside Christian School graduate attracted the attention of DuPont Registry, a luxury magazine publisher also based in St. Petersburg, which purchased the auto body company in 2004.

"We were able to buy the main building that we originally rented from," Bradley said. "From a very young age, I just loved cars. ... It's a passion. And Mercedes is my favorite brand. I bought my first Mercedes in 1999, and I remember my dad driving me to Fort Lauderdale to pick it up."

The craftsmanship and enthusiasm from Boulevard Customs is impressive, said David Larsen, creator of the Tuner Challenge and manager of the Mercedes GLK and M-Class.

"The guys at Boulevard were such a great team to work with," Larsen said. "At the end, I know the guys were working through the clock and living on Red Bull."

Reporter Sarah Hoye can be reached at (813) 259-7832. How To Vote: Find the link to vote at www.blvdcustoms.com. Voting ends Nov. 30, and the winner will be announced Dec. 2.

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