WestCoast Customs car audio/stereo products are manufactured by Directed Electronics. WestCoast Customs was made popular due to the hit MTV show Pimp My Ride, featuring Xzibit. Though the show was mainly focused on restoring cars in poor condition for people who lacked the financial means, the real excitement came from the wide variety of car audio/stereo and multimedia customizations made possible by one of the show's co-stars and multimedia electronic specialist "Mad Mike".