In Los Angeles, every motorist knows where to find “Platinum Motorsports”. If by chance you have a million dollars and want to transform your car according to the latest fashion trend, “Platinum Motorsports” is the place to go.
They will turn your car into something you, or anyone else, could never have imagined. That’s exactly what Fred Crowford (a former athlete, now a music manager) did, entrusting his new SUV to the inexperienced hands of the Keshishyan brothers back when they first opened their business in 1997.
“People come to us for a car that nobody has ever seen before. Among our clients are those who are willing to pay any price for it,” says George Keshishyan.
Brothers George and Jack Keshishyan, whose real names are Gevorg and Akop, live in Los Angeles. Since their teenage years, they have been interested in cars, restyling, and tuning.
In their free time from school, they helped their father in his auto repair shop. The brothers’ father, Armen Keshishyan, was a mechanic when he still lived in Armenia.
He worked tirelessly, saving money for the future education of his sons. In 1979, Armen Keshishyan immigrated to the USA. At that time, he couldn’t imagine that his sons would love his job so much and would follow in his footsteps.
“From early childhood, my brother and I had similar life goals. We even grew up with the same thoughts. As kids, we already knew who we wanted to become, what we wanted to do, and what was good for us. This is not just the opinion of me and my brother, but of our entire family,” says George.
In 2006, after winning on MTV’s “Pimp My Ride” show, the guys gained even more popularity and elevated their status.
They worked around the clock for select clientele, crafting every new car detail to create a phenomenal impression. Celebrities from the entertainment industry, sheikhs, and businessmen from various countries started approaching them. After all, PML had become a luxury brand, catering to VIP clients!
“For every new car detail, we spend up to $50,000 to achieve a flawless result. We’ve built our business as a brand and will strive to make ourselves known worldwide,” says Jack.
“Platinum Motorsports” frequently participates in Los Angeles car shows. They typically showcase unique cars that no one has seen before: the new Lamborghini Aventador 700, a $1.6 million Bugatti Veyron, Mercedes-Benz SLR, G55, McLaren’s, Maybach 62S, Rolls Royce Phantom, Range Rover, Ferrari, Porsche Panamera Turbo, and many others. Moreover, the brothers often host unveilings of their brand-new and super-designed models, introducing onlookers to the new PML trend. No one can pass by without pausing to take a photo.
The company has now added limousines and chauffeur services. Meanwhile, the globally-operating “Platinum Transportation Group,” a subsidiary of the parent company, offers car rentals, vehicles for film shoots, bodyguards, concierge services, and accident aftermath management.
Most of the company’s employees are Armenian-Americans. According to the younger brother, Jack, Armenians should support one another and stick together, especially when they are so far from their homeland.
“No matter how successful you become, it’s essential not to forget your roots and homeland,” Jack emphasizes.
The Keshishyan family never forgets their roots. They actively participate in all Armenian events in Los Angeles, attend Armenian churches, and take a day off on April 24th. The brothers are often encouraged to expand their business by opening branches in Armenia, Russia, Europe, and the Middle East. So far, these proposals have been put on hold.
“Nothing comes easily. One needs to work even harder to get to the point where we are now. If you work diligently, you can reach any height,” assures George.
The Keshishyan brothers are true Armenians: they argue passionately about various entertaining topics, they have black belts in Taekwondo, lavish homes and cars, and even tattoos of God, crosses, and doves!
As for their personal lives (George is 33, Jack is 30), they haven’t found their loved ones yet. Armenian relatives constantly “nag” them with questions about marriage. But the brothers assure that they will immediately part with their committed bachelor image if they find two beautiful Armenian women.
“Our father has always been our role model in everything. He’s not just a father to us, but also our best friend. We owe so much to him! He taught us to appreciate life and respect family. We want to be Armenian dads just like him,” says Jack.
“We were raised according to old Armenian traditions,” says George, “We want to make sure that we do everything right when creating a future family.”
by Lilit Mkrtchyan
Translated by Vigen Avetisyan
PLATINUM MOTORSPORT presents | 03/03 #PML QUICKSTRIKE to SUPERCAR SUNDAY
