September 2, 2025 • 26 mins
Justin Lunny is the truly significant founder of Everrati, the ultra premium automobile manufacturer.
Enjoy listening to Justin riffing about "poster cars," the love of producing one of a kind classic automobiles, and the true significance of luxury innovation.
Learn about the "rolling art" featured in very unique vehicles.
Finally, we believe that Everrati is THE automobile exclusively tied to your own emotional intelligence.
Contact www.everrati.com today to tap into your luxury aspirations.
Become a supporter of this podcast: https://www.spreaker.com/podcast/success-made-to-last-legends--4302039/support.
Enjoy listening to Justin riffing about "poster cars," the love of producing one of a kind classic automobiles, and the true significance of luxury innovation.
Learn about the "rolling art" featured in very unique vehicles.
Finally, we believe that Everrati is THE automobile exclusively tied to your own emotional intelligence.
Contact www.everrati.com today to tap into your luxury aspirations.
Become a supporter of this podcast: https://www.spreaker.com/podcast/success-made-to-last-legends--4302039/support.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:09):
Hey, welcome back to Truly Significant dot com Presents. I'm
Rick to Keeney. We hope that you all had a
great weekend. We've got a great guest on, Justin Looney
of EVA absolutely, and we're going to be talking about
his great company and talking about the wonderful product that
(00:31):
he is his company is produced and building value. Justin,
it's great to have you on today.
Speaker 2 (00:38):
Welcome Rick. Thank you so much for inviting me. It's
pleasure to be here.
Speaker 1 (00:43):
And we love your accent. So you've got to tell
us about your backstory of course.
Speaker 2 (00:49):
Yeah, as you might tell, I'm not Australian. I'm English,
which I do get all the time. Yeah, I'm based
here in London. Albeit I'm in North America very very regularly.
In fact, I've just come back from a big trip
to California, in fact, both Southern California and indeed the
Bay Area in northern California for Monterey Car Week. My
(01:11):
background is that I'm a tech entrepreneur. I've built and
sold a couple of technology companies. But the reason that
I'm kind of excited is that I'm also marrying my
passion of cars and technology, and that's really what our
company is all.
Speaker 1 (01:27):
About and for those that haven't heard about the company,
ever Rati, let's start with give us a good explanation
of the organization and why did you start it?
Speaker 2 (01:42):
Yeah, no, thank you so again. Passion has always been cars.
My mother always said my first word was car, which
is kind of kind of handy, as I say, background
in technology. I have always always loved cars, and really
Everati and ever ever aarti actually is a play on words,
so it's keeping great cars on the road forever. In
(02:05):
inverted commas, Rati is the goddess of love, passion and desire,
which is what we all have for our cars, so
very much a passion and passion play. In essence, we
take some of the world's most iconic cars, principally European
cars today and we entirely rebuild them into an ev
(02:28):
Now TV is not necessarily for everybody, but what it
means is these cars are incredible to drive, they're fun,
they're engaging, and the way we go about it is
in such a way that they retain their character, their weight, distribution,
and really are now very very usable on a daily basis.
So essentially that's what we do and my team is
(02:49):
extensive from McLaren, from Formula One, from various other companies
like Bentley and Lotus, so very very high profile team
has really used to develop these cars into something that
can be used and enjoy every day.
Speaker 1 (03:05):
Indeed, and I love the word goddess, and I you
know that there is a certain sector of Americans that
treat their cars like goddesses. Absolutely, And I want to
know from your perspective, why are there crazy people like
me that have a car in my garage that is
(03:30):
my heirloom to my daughters and I have to buy
one other one because I have two daughters.
Speaker 2 (03:36):
Right. It's incredible, isn't that. Yeah, we have similar passions,
and I guess you know, not everybody gets that, right.
But in fact, I've just come back from Monterey Car
Week and there are a lot of people like you
and I wandering around. You're looking at these beautiful, beautiful cars,
whether they're new, whether they're classic or somewhere in between.
(03:57):
People just have that absolute affection and love for for
some of these vehicles. We have a client right now
actually who has had a vehicle in his family. It
was his father's vehicle. He then owned it for a
period of time, and he's actually entirely rebuilding that with
us as an ev for his teenage daughter. So again,
that passion and that legacy is alive and well and
(04:21):
I can't quite explain it, but it definitely exists.
Speaker 1 (04:24):
It does. And I read through material in advance of
this interview conversation and I was struck.
Speaker 2 (04:34):
By that word iconic.
Speaker 1 (04:36):
And then even though there's nine hundred million vehicles in
the world, there's very few iconic cars. And why is
that the case?
Speaker 2 (04:45):
No, I think it's to do with lots of things.
I think it's things like film and TV have a
big play. So you know, we all, I'm sure know
the Eston Martin driven by James Bond. We know, you know,
various different vehicles that have that have existed in time.
You know, maybe that the Lotus driven in Pretty Woman,
(05:06):
and various other you know, various other film cars. And
I think they really tap into our psyche are kind
of emotion, which which is always interesting, you know when
you've got a physic, physical object that that ties into
your emotion. But actually it's truly the case. And I
think we have a term called you know, what was
(05:27):
your poster car? You know what what might posting might
have you had on your wall as a kid. And again,
all of these things link into that psyche and and
mean that people have this love and affection for for
some of these inanimate objects.
Speaker 1 (05:42):
That is right, That is exactly right. You were such
an interesting person, and I love the fact that you
said that your first word was car. I gave you
a kind of a tip before the show started that
we're going to be talking about significance and I'm wondering
what personal mission of philosophy drives you and your incredible
(06:03):
team beyond building extraordinary cars.
Speaker 2 (06:08):
Yeah, it's that love. It's that affection for something that
is truly dear to us. I think, you know, some
of the cars that we create today have had a history,
you know, either to me personally, you know. So I
had a great history with the classic land Rover when
when I was a kid, and I vividly remember my
(06:30):
one of my uncle's farms and him taking me up
this mountain in this land rove and I was always
impressed by what it could do and various other you know,
things that have been important in my life. But really
that that success is then about what our cars mean
to our clients and that's been a really amazing, amazing experience. Yeah,
(06:50):
where we've we've created these cars for fairly important and
well known individuals, whether they're in the technology space, whether
they're in you know, various other other kind of walks
of life. And I'll get a text message or an
SMS on a Friday afternoon from you know, from generally speaking,
a very wealthy, potentially even billionaire saying I just love
(07:11):
this car, and that, as you can imagine, is both
heartwarming and puts a smile on my face in terms
of pride. So so really that I guess for us
is when that's what success means, is when not only
can we be proud of what we're doing, but also
we're getting that recognition frankly without being you know, without
asking for it, which is again a really great place
(07:32):
to be.
Speaker 1 (07:35):
I think justin that's significance, not success. When you get
a text message from someone who has actually become significant
themselves and it's not about money anymore, that's right, It's
about the pride of ownership of something important and special.
(07:56):
That's why I think you've leaked beyond success to significance.
Speaker 2 (08:02):
That's really it's really great to hear it can. You know,
we try our hardest every day to be the best
that we can. And you know, I think, you know,
in the early days of a business, it's always hard.
You know, you're kind of you have this belief in
an idea and a concept, which, you know, to be fair,
not everybody else did back in twenty nineteen when I
kind of had this allegedly hair brained idea, but actually,
(08:26):
you know, it's turned out to be something that, thankfully,
through great and determination, other people are thinking is a
wonderful idea too. So that's really you know, that's the
kind of what you have to have as a as
an entrepreneur, is that foresight, I guess to see the
opportunity and see it through, which yeah, isn't always easy,
(08:48):
but you know, it's certainly been something that has been
a pleasure and you know, I enjoy and yeah, we
love what we do as a team. And that's that's
the really great thing about our company is that I
have people that have worked for some of the biggest
and most successful brands in automotive, and yet they come
to us and they want to stay because actually they
see that vision and they want to be part of
(09:09):
that team. I even have a gentleman in my team
who tongue in cheeks said he would love a tattoo
of Everati at one point on his arm. Now, I'm
not proposing your dose down that route, but it kind
of just shows the passion that our team have for
what we do as well the heart.
Speaker 1 (09:26):
While our listeners are hearing you and we're talking, what
is the website they can go to and start looking
at your cars?
Speaker 2 (09:33):
Certainly so it's Everati so ever e V E R
and then rati R A t I ever rt dot
com and there you'll see the range of different vehicles
that we create. There's only a few and the reason
for that is the engineering behind all of these is significant.
So it's Everardi dot com. Or indeed, if somebody is
(09:53):
on let's say Instagram, it's ever aarti cars is our
user name there.
Speaker 1 (10:00):
Very good, So look at that site people, As we're
talking to Justin, when someone invests in an Everati, what
kind of legacy do you hope they're buying into?
Speaker 2 (10:13):
Yeah, it's it's really about the car. Is the star?
I like to say. So in essence, these are in
many ways rolling art. You know, if you look at
the Porsches that we create. You look at the land Rovers,
you look at the Mercedes Benz Pergoda. These have real,
real heritage, They have significance in their design. They are beautiful,
(10:34):
and they're rolling art. And really, for us, it's about
being able to now take that rolling art into the
future if you wish, use it every single day, because
it's not going to let you down, it's not going
to drop all the on the floor. And essentially, as
we move into a world where people want that choice,
they want the ability to use some of these gorgeous
(10:54):
cars into the future. You know that That really is
what we're about in terms of creating the cars and
redefining them. What we also enable is if someone in
the future actually wanted to turn it back to a
gas car, they could because we're not ruining the structure
of the car. And again, we think that's pretty pretty important.
(11:15):
We don't necessarily expect anybody to do that, but I
think that's the kind of importance we give around the
car itself.
Speaker 1 (11:22):
That's right, rolling art. Tell me what that means and
does that imply that you are pulling in parts of
nature into your design?
Speaker 2 (11:36):
Sometimes we do actually, So for example, we have a commission.
Each car we call a commission because it's really very
much an in depth process for the new owner, for
the owner. You know, some of our cars have very
natural tweed fabric in for example, where the client either
(11:58):
in their history maybe have a connect to Scotland, you know,
so they've got this beautiful, beautiful tweed. We've also got
a car that has been designed in collaboration with Skibo Castle,
again in Scotland, and we use some of the wood
that was effectively taken out of a refurbishment and have
(12:18):
used that within the vehicle as part of the design.
So yeah, you can be really really kind of specific
and again at that heritage. We've also just launched an
art car specifically with a British artist and this car
happens to have butterflies all over it and that is
really to significant signify regeneration. So the regeneration of a
(12:43):
vehicle that was unloved into something that is now truly loved.
And you know, people are taking photographs all over Monterey
during Car Week of a car that actually would otherwise
never have been looked at. So again that kind of
ability to take something from the heritage from the past
and create it into something that's truly exciting and engaging
(13:06):
and desirable into the future.
Speaker 1 (13:09):
Does that mean that after you and I are long gone,
that your cars are cultural artifacts?
Speaker 2 (13:17):
Do you know? That's a really wonderful thing that could
absolutely happen, and I dearly hope it will. You know,
we've certainly got clients who are already building these cars
for their kids and again, so by definition those cars
will exist hopefully long into the long into the future.
And certainly when it comes to one offs, you know,
(13:38):
when it comes to things that are truly you know,
one of one vehicles, generally speaking, these things are are
certainly are kept and enjoyed into the future and who knows,
you know, being shown at events into the future as
exactly that as an art piece, which I think is
a wonderful thing. Yeah.
Speaker 1 (13:59):
And if you people, if you listen to what Justin
is saying, this is this is redefining the automotive industry
and putting it in art the art world, and here
people are paying millions upon millions of dollars for paintings.
(14:20):
That translates to on the road as well. That's right,
And I don't want to talk about pricing strategy today,
I just want to stay in that genre. If something
is so prized, how do you price it?
Speaker 2 (14:34):
M It's a great question. Yeah, and look it's you
know today we are very by definition, we're always transparent
about what we do. But I think we give people choice,
you know, we truly give people that ability to create
something entirely bespoke. I kind of liking it. I suppose
to somebody creating a sculpture, or somebody creating something for
(14:58):
their that's for their home, you know, if they're fortunate
enough to have a yacht or something that you know
is a very special place. And so in essence, we
are enabling that vehicle that is something that you can
enjoy on a daily basis in terms of physically driving
and taking places and showing it off, but also adding
(15:20):
that level of customization and truly bespoke nature that mainly
means something to you as that as that owner. But
actually that is what makes it so special. Of course,
you know, and the world is unfortunately fairly homogeneous. In
the automotive design, you know, you can have very special things,
doesn't matter whether it's a Roger Roy is a Ferrari
(15:43):
evently or something else. But actually to be truly unique,
whether it's a unique paint color that means something to
you in terms of your you know, whether you're a
guy in your belt is a certain color, or your
your female with your you know, with your handbags or
whatever it might be. But again, match the leathers, match
the stitching, match very for other elements of the car.
And again it's it's just something to be very very
(16:04):
proud of at that point and hopefully it becomes a legacy,
as you say, throughout throughout family.
Speaker 1 (16:09):
That's right, what you just said is reminiscent of Steve
Jobs and his obsession to delight the customer.
Speaker 2 (16:22):
I think, I think that's right, and it's so important,
you know. I think we live in a world today
where many things are by the by their definition, mass market,
and that's and that's fine, and that that is that's
the way the world has gone. But actually almost harping
back to a world where you could truly have what
you wanted. You know that the kind of whole coach
(16:44):
building industry was was really interesting because of course people
would buy a rolling chassiser frame for a for a car,
whether that be from one of the British manufacturers or
maybe you know, one of the bygone American manneries, and
then create their beautiful shape and design on top of
that that that particular platform. And I think we're actually
(17:08):
moving into a world where that's becoming possible again with
some of the technologies and some of the operating models
that we're kind of going through. And you know, low
volume to us truly could mean one of one. Of course,
that comes at a cost, but we are moving into
a world where that is becoming more possible. And you're
seeing that in luxury generally. You know, people creating incredible
(17:32):
homes for themselves, as I say, whether it be a
yacht or an interior of a plane. You know, you
are starting to see a lot more of that, and
I think there's no reason why people can't have that,
you know, within their automotive passions as well.
Speaker 1 (17:48):
That's exactly right. We're talking with Justin Looney and his
company is Avarati, and I probably just slaughter both your
last name and the company name, but we're going to
take a commercial and Justin, I'll throw it to you. First,
tell everyone where they can find out more information about
your incredible goddess cars as I'm going to call them, henceforth.
Speaker 2 (18:10):
Thank you yet so everady dot com, e ve e
W A t I dot com and indeed on Instagram
Everati cause is our usernames out as well, So please
please stop buy and have a little look at what we.
Speaker 1 (18:23):
Do excellent and we will be right back after this message.
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Speaker 1 (20:16):
And we're back with Justin and we're talking about his
fabulous company, and I've forewarned him about we were going
to talk about significance today and I want you to
address this one. Your clients aren't just buying cars, they're
buying statements. How do you plan on connecting with them
(20:38):
on a deeper, emotional significant level.
Speaker 2 (20:44):
Yeah, that's really really good questions. So first and foremost,
it's about that personalization, you know, So you don't just
order one of our cars. You go through a very
very detailed discussion really about what's important to you and
how can we create some thing that means something, whether
that is a color, whether it's a reference to your
(21:05):
favorite room in your home, or some other element that
kind of means something to you. And I think at
that point, you know, we become part of their life.
You know, the build program can take twelve months, so
you know, we get to know each other through that process.
We always personally hand over the cars and take the
(21:25):
client through how they work and how they operate. Hopefully
go for the you know, for their first drive in
that vehicle, and then of course there's the post sales
or the kind of ownership experience and that that that
takes many forms. But for example, you know, we always
have some kind of satellite events around things like Monterey
(21:46):
Car Week, you know, around certain areas. We did something
in Palm Beach, Florida, you know, around a certain event
down there recently. Again for uniquely for our clients, if
they wish to bring their cars, that's wonderful and we
can display those to other clients and they get to
talk and meet with light minded individuals. Of course, it becomes,
(22:09):
i guess a bit of an exclusive club, but actually
it's a really nice setting. And the great thing about
our clients is they don't mind talking about their cars,
which again is quite unusual. You know, if they bought
a brand new you know, dare I say Tesla or
dare I say Lincoln or whatever it might be, that
wouldn't necessarily always be the case, but in this environment,
(22:30):
because they're so proud of what we've created for them,
it becomes a discussion point, and that becomes the thing
that kind of bonds them and opens the dialogue for
their conversations.
Speaker 1 (22:42):
There you go, and it almost becomes a self fulfilling
prophecy because the people that by the car probably get
these great compliments from other people or their guys or
the gals, and so they get this reinforcement constantly. So
I think it's great. I'm going to throw out an
idea to you, and this is coming from my past
(23:05):
background at Procter and Gamble in branding. When we saw
and read about your company, we thought you were the
first car manufacturing designer to say you are the car
connected to my personal emotional intelligence. And I've never heard
(23:29):
anybody else defined it as such, but I think you
are that close justin to being the most emotionally intelligent
car that's on the marketplace.
Speaker 2 (23:41):
It's really really interesting, Rick, And certainly, as we know people,
many people that we serve could technically have anything they like,
but you're absolutely right connecting to them emotionally, connecting to
their passions, their legacy. With that there their their kind
(24:01):
of dreams and desires as a kid, or or maybe
moving into their their you know, their their their sons
and daughters, if you can connect to them on that
level and actually create something that, let's honest, it's more
than just a car. It's it's a it's a it's
a way of life. It's something that they can really
really either enjoy this personally and maybe go for a drive.
(24:24):
Some of our clients are very private individuals and you
may not even know it's an everety car on the road,
but to them it's important and that's really what is
kind of you know what, what gives us joy because
genuinely speaking, they are using these cars on a very regular,
if not daily basis, when of course, many of these
individuals could technically be driving whatever they wish, and they're
(24:47):
choosing to do do you know, do this for themselves.
So so that's a really really good place to be.
And yeah, what a what a great idea, what a
great compliment, and and certainly something that maybe we'll we'll
try to use again in the future.
Speaker 1 (25:01):
I told you this would be your most fun podcast ever.
A wrap up question for you, if you had to
capture your company's significance in one sentence, what would it be.
Speaker 2 (25:15):
In one sentence is always going to be tough. But
I think, you know, we're very fortunate. I consider ourselves.
We're creating evs out of cars people already love. You know,
we're not having to create a brand new brand from
the scratch. We're kind of, I guess, standing on the
shoulders of giants, which is the likes of the Porsches
and Mercedes, the land drivers. The significance for us is now, however,
(25:38):
that we are creating and redefining these for future generations.
And I think in a world that is becoming almost
entirely digital, the importance of connecting heritage to the future
is a very very important part of society. And you know,
we're very fortunate. We get kids at car shows just
(25:59):
coming up to us saying, I love everaty I've seen
what you do. You know, we have no idea who's
following this, of course, but that feeling of that emotion
when people come up as completely unscripted to say that
they love what we do, as you can imagine, is
hugely important for us. And it's that kind of feeling
of joy that we get and hopefully long made that continue.
Speaker 1 (26:23):
It will indeed justin thank you so much for being
on today. He is the leader of a great team
at everybody. The car that we think is the car
of emotional intelligence.
Hey, welcome back to Truly Significant dot com Presents. I'm
Rick to Keeney. We hope that you all had a
great weekend. We've got a great guest on, Justin Looney
of EVA absolutely, and we're going to be talking about
his great company and talking about the wonderful product that
(00:31):
he is his company is produced and building value. Justin,
it's great to have you on today.
Speaker 2 (00:38):
Welcome Rick. Thank you so much for inviting me. It's
pleasure to be here.
Speaker 1 (00:43):
And we love your accent. So you've got to tell
us about your backstory of course.
Speaker 2 (00:49):
Yeah, as you might tell, I'm not Australian. I'm English,
which I do get all the time. Yeah, I'm based
here in London. Albeit I'm in North America very very regularly.
In fact, I've just come back from a big trip
to California, in fact, both Southern California and indeed the
Bay Area in northern California for Monterey Car Week. My
(01:11):
background is that I'm a tech entrepreneur. I've built and
sold a couple of technology companies. But the reason that
I'm kind of excited is that I'm also marrying my
passion of cars and technology, and that's really what our
company is all.
Speaker 1 (01:27):
About and for those that haven't heard about the company,
ever Rati, let's start with give us a good explanation
of the organization and why did you start it?
Speaker 2 (01:42):
Yeah, no, thank you so again. Passion has always been cars.
My mother always said my first word was car, which
is kind of kind of handy, as I say, background
in technology. I have always always loved cars, and really
Everati and ever ever aarti actually is a play on words,
so it's keeping great cars on the road forever. In
(02:05):
inverted commas, Rati is the goddess of love, passion and desire,
which is what we all have for our cars, so
very much a passion and passion play. In essence, we
take some of the world's most iconic cars, principally European
cars today and we entirely rebuild them into an ev
(02:28):
Now TV is not necessarily for everybody, but what it
means is these cars are incredible to drive, they're fun,
they're engaging, and the way we go about it is
in such a way that they retain their character, their weight, distribution,
and really are now very very usable on a daily basis.
So essentially that's what we do and my team is
(02:49):
extensive from McLaren, from Formula One, from various other companies
like Bentley and Lotus, so very very high profile team
has really used to develop these cars into something that
can be used and enjoy every day.
Speaker 1 (03:05):
Indeed, and I love the word goddess, and I you
know that there is a certain sector of Americans that
treat their cars like goddesses. Absolutely, And I want to
know from your perspective, why are there crazy people like
me that have a car in my garage that is
(03:30):
my heirloom to my daughters and I have to buy
one other one because I have two daughters.
Speaker 2 (03:36):
Right. It's incredible, isn't that. Yeah, we have similar passions,
and I guess you know, not everybody gets that, right.
But in fact, I've just come back from Monterey Car
Week and there are a lot of people like you
and I wandering around. You're looking at these beautiful, beautiful cars,
whether they're new, whether they're classic or somewhere in between.
(03:57):
People just have that absolute affection and love for for
some of these vehicles. We have a client right now
actually who has had a vehicle in his family. It
was his father's vehicle. He then owned it for a
period of time, and he's actually entirely rebuilding that with
us as an ev for his teenage daughter. So again,
that passion and that legacy is alive and well and
(04:21):
I can't quite explain it, but it definitely exists.
Speaker 1 (04:24):
It does. And I read through material in advance of
this interview conversation and I was struck.
Speaker 2 (04:34):
By that word iconic.
Speaker 1 (04:36):
And then even though there's nine hundred million vehicles in
the world, there's very few iconic cars. And why is
that the case?
Speaker 2 (04:45):
No, I think it's to do with lots of things.
I think it's things like film and TV have a
big play. So you know, we all, I'm sure know
the Eston Martin driven by James Bond. We know, you know,
various different vehicles that have that have existed in time.
You know, maybe that the Lotus driven in Pretty Woman,
(05:06):
and various other you know, various other film cars. And
I think they really tap into our psyche are kind
of emotion, which which is always interesting, you know when
you've got a physic, physical object that that ties into
your emotion. But actually it's truly the case. And I
think we have a term called you know, what was
(05:27):
your poster car? You know what what might posting might
have you had on your wall as a kid. And again,
all of these things link into that psyche and and
mean that people have this love and affection for for
some of these inanimate objects.
Speaker 1 (05:42):
That is right, That is exactly right. You were such
an interesting person, and I love the fact that you
said that your first word was car. I gave you
a kind of a tip before the show started that
we're going to be talking about significance and I'm wondering
what personal mission of philosophy drives you and your incredible
(06:03):
team beyond building extraordinary cars.
Speaker 2 (06:08):
Yeah, it's that love. It's that affection for something that
is truly dear to us. I think, you know, some
of the cars that we create today have had a history,
you know, either to me personally, you know. So I
had a great history with the classic land Rover when
when I was a kid, and I vividly remember my
(06:30):
one of my uncle's farms and him taking me up
this mountain in this land rove and I was always
impressed by what it could do and various other you know,
things that have been important in my life. But really
that that success is then about what our cars mean
to our clients and that's been a really amazing, amazing experience. Yeah,
(06:50):
where we've we've created these cars for fairly important and
well known individuals, whether they're in the technology space, whether
they're in you know, various other other kind of walks
of life. And I'll get a text message or an
SMS on a Friday afternoon from you know, from generally speaking,
a very wealthy, potentially even billionaire saying I just love
(07:11):
this car, and that, as you can imagine, is both
heartwarming and puts a smile on my face in terms
of pride. So so really that I guess for us
is when that's what success means, is when not only
can we be proud of what we're doing, but also
we're getting that recognition frankly without being you know, without
asking for it, which is again a really great place
(07:32):
to be.
Speaker 1 (07:35):
I think justin that's significance, not success. When you get
a text message from someone who has actually become significant
themselves and it's not about money anymore, that's right, It's
about the pride of ownership of something important and special.
(07:56):
That's why I think you've leaked beyond success to significance.
Speaker 2 (08:02):
That's really it's really great to hear it can. You know,
we try our hardest every day to be the best
that we can. And you know, I think, you know,
in the early days of a business, it's always hard.
You know, you're kind of you have this belief in
an idea and a concept, which, you know, to be fair,
not everybody else did back in twenty nineteen when I
kind of had this allegedly hair brained idea, but actually,
(08:26):
you know, it's turned out to be something that, thankfully,
through great and determination, other people are thinking is a
wonderful idea too. So that's really you know, that's the
kind of what you have to have as a as
an entrepreneur, is that foresight, I guess to see the
opportunity and see it through, which yeah, isn't always easy,
(08:48):
but you know, it's certainly been something that has been
a pleasure and you know, I enjoy and yeah, we
love what we do as a team. And that's that's
the really great thing about our company is that I
have people that have worked for some of the biggest
and most successful brands in automotive, and yet they come
to us and they want to stay because actually they
see that vision and they want to be part of
(09:09):
that team. I even have a gentleman in my team
who tongue in cheeks said he would love a tattoo
of Everati at one point on his arm. Now, I'm
not proposing your dose down that route, but it kind
of just shows the passion that our team have for
what we do as well the heart.
Speaker 1 (09:26):
While our listeners are hearing you and we're talking, what
is the website they can go to and start looking
at your cars?
Speaker 2 (09:33):
Certainly so it's Everati so ever e V E R
and then rati R A t I ever rt dot
com and there you'll see the range of different vehicles
that we create. There's only a few and the reason
for that is the engineering behind all of these is significant.
So it's Everardi dot com. Or indeed, if somebody is
(09:53):
on let's say Instagram, it's ever aarti cars is our
user name there.
Speaker 1 (10:00):
Very good, So look at that site people, As we're
talking to Justin, when someone invests in an Everati, what
kind of legacy do you hope they're buying into?
Speaker 2 (10:13):
Yeah, it's it's really about the car. Is the star?
I like to say. So in essence, these are in
many ways rolling art. You know, if you look at
the Porsches that we create. You look at the land Rovers,
you look at the Mercedes Benz Pergoda. These have real,
real heritage, They have significance in their design. They are beautiful,
(10:34):
and they're rolling art. And really, for us, it's about
being able to now take that rolling art into the
future if you wish, use it every single day, because
it's not going to let you down, it's not going
to drop all the on the floor. And essentially, as
we move into a world where people want that choice,
they want the ability to use some of these gorgeous
(10:54):
cars into the future. You know that That really is
what we're about in terms of creating the cars and
redefining them. What we also enable is if someone in
the future actually wanted to turn it back to a
gas car, they could because we're not ruining the structure
of the car. And again, we think that's pretty pretty important.
(11:15):
We don't necessarily expect anybody to do that, but I
think that's the kind of importance we give around the
car itself.
Speaker 1 (11:22):
That's right, rolling art. Tell me what that means and
does that imply that you are pulling in parts of
nature into your design?
Speaker 2 (11:36):
Sometimes we do actually, So for example, we have a commission.
Each car we call a commission because it's really very
much an in depth process for the new owner, for
the owner. You know, some of our cars have very
natural tweed fabric in for example, where the client either
(11:58):
in their history maybe have a connect to Scotland, you know,
so they've got this beautiful, beautiful tweed. We've also got
a car that has been designed in collaboration with Skibo Castle,
again in Scotland, and we use some of the wood
that was effectively taken out of a refurbishment and have
(12:18):
used that within the vehicle as part of the design.
So yeah, you can be really really kind of specific
and again at that heritage. We've also just launched an
art car specifically with a British artist and this car
happens to have butterflies all over it and that is
really to significant signify regeneration. So the regeneration of a
(12:43):
vehicle that was unloved into something that is now truly loved.
And you know, people are taking photographs all over Monterey
during Car Week of a car that actually would otherwise
never have been looked at. So again that kind of
ability to take something from the heritage from the past
and create it into something that's truly exciting and engaging
(13:06):
and desirable into the future.
Speaker 1 (13:09):
Does that mean that after you and I are long gone,
that your cars are cultural artifacts?
Speaker 2 (13:17):
Do you know? That's a really wonderful thing that could
absolutely happen, and I dearly hope it will. You know,
we've certainly got clients who are already building these cars
for their kids and again, so by definition those cars
will exist hopefully long into the long into the future.
And certainly when it comes to one offs, you know,
(13:38):
when it comes to things that are truly you know,
one of one vehicles, generally speaking, these things are are
certainly are kept and enjoyed into the future and who knows,
you know, being shown at events into the future as
exactly that as an art piece, which I think is
a wonderful thing. Yeah.
Speaker 1 (13:59):
And if you people, if you listen to what Justin
is saying, this is this is redefining the automotive industry
and putting it in art the art world, and here
people are paying millions upon millions of dollars for paintings.
(14:20):
That translates to on the road as well. That's right,
And I don't want to talk about pricing strategy today,
I just want to stay in that genre. If something
is so prized, how do you price it?
Speaker 2 (14:34):
M It's a great question. Yeah, and look it's you
know today we are very by definition, we're always transparent
about what we do. But I think we give people choice,
you know, we truly give people that ability to create
something entirely bespoke. I kind of liking it. I suppose
to somebody creating a sculpture, or somebody creating something for
(14:58):
their that's for their home, you know, if they're fortunate
enough to have a yacht or something that you know
is a very special place. And so in essence, we
are enabling that vehicle that is something that you can
enjoy on a daily basis in terms of physically driving
and taking places and showing it off, but also adding
(15:20):
that level of customization and truly bespoke nature that mainly
means something to you as that as that owner. But
actually that is what makes it so special. Of course,
you know, and the world is unfortunately fairly homogeneous. In
the automotive design, you know, you can have very special things,
doesn't matter whether it's a Roger Roy is a Ferrari
(15:43):
evently or something else. But actually to be truly unique,
whether it's a unique paint color that means something to
you in terms of your you know, whether you're a
guy in your belt is a certain color, or your
your female with your you know, with your handbags or
whatever it might be. But again, match the leathers, match
the stitching, match very for other elements of the car.
And again it's it's just something to be very very
(16:04):
proud of at that point and hopefully it becomes a legacy,
as you say, throughout throughout family.
Speaker 1 (16:09):
That's right, what you just said is reminiscent of Steve
Jobs and his obsession to delight the customer.
Speaker 2 (16:22):
I think, I think that's right, and it's so important,
you know. I think we live in a world today
where many things are by the by their definition, mass market,
and that's and that's fine, and that that is that's
the way the world has gone. But actually almost harping
back to a world where you could truly have what
you wanted. You know that the kind of whole coach
(16:44):
building industry was was really interesting because of course people
would buy a rolling chassiser frame for a for a car,
whether that be from one of the British manufacturers or
maybe you know, one of the bygone American manneries, and
then create their beautiful shape and design on top of
that that that particular platform. And I think we're actually
(17:08):
moving into a world where that's becoming possible again with
some of the technologies and some of the operating models
that we're kind of going through. And you know, low
volume to us truly could mean one of one. Of course,
that comes at a cost, but we are moving into
a world where that is becoming more possible. And you're
seeing that in luxury generally. You know, people creating incredible
(17:32):
homes for themselves, as I say, whether it be a
yacht or an interior of a plane. You know, you
are starting to see a lot more of that, and
I think there's no reason why people can't have that,
you know, within their automotive passions as well.
Speaker 1 (17:48):
That's exactly right. We're talking with Justin Looney and his
company is Avarati, and I probably just slaughter both your
last name and the company name, but we're going to
take a commercial and Justin, I'll throw it to you. First,
tell everyone where they can find out more information about
your incredible goddess cars as I'm going to call them, henceforth.
Speaker 2 (18:10):
Thank you yet so everady dot com, e ve e
W A t I dot com and indeed on Instagram
Everati cause is our usernames out as well, So please
please stop buy and have a little look at what we.
Speaker 1 (18:23):
Do excellent and we will be right back after this message.
And it's from Marcus Aurelius.
Speaker 3 (18:35):
This is Marcus Aurelius reappearing to proclaim that truly Significant
Conversations with big hearted people is a rare piece of literature.
This book reminds me.
Speaker 4 (18:48):
Of one of my more stirring quotes, waste no more
time arguing what a good man should be be one.
If you're stepping into your next life chapter of your
career and questioning what lies beyond success, this book is
for you. Dive into forty soul stirring stories from luminaries
(19:12):
like doctor Jane Goodall, Ed Asner, and Emily Chang.
Speaker 3 (19:17):
Stories that urge you to pursue purpose.
Speaker 4 (19:21):
Serve others, and build a legacy that outlasts you. Authored
by Rick Tolkini, Truly Significant will challenge your view of
success and ignite a life of impact. Order now at
TinyURL dot com backslash Truly Significant and begin living intentionally.
(19:45):
Maybe your epitaph will read she gave outrageously extended grace
unceasingly and lived to help others, so that death found
her empty.
Speaker 5 (19:59):
Visit truly significant dot com and celebrate the most truly
significant people in your life with the truly Significant community.
How bold of you to make your next chapter matter
and be truly significant.
Speaker 1 (20:16):
And we're back with Justin and we're talking about his
fabulous company, and I've forewarned him about we were going
to talk about significance today and I want you to
address this one. Your clients aren't just buying cars, they're
buying statements. How do you plan on connecting with them
(20:38):
on a deeper, emotional significant level.
Speaker 2 (20:44):
Yeah, that's really really good questions. So first and foremost,
it's about that personalization, you know, So you don't just
order one of our cars. You go through a very
very detailed discussion really about what's important to you and
how can we create some thing that means something, whether
that is a color, whether it's a reference to your
(21:05):
favorite room in your home, or some other element that
kind of means something to you. And I think at
that point, you know, we become part of their life.
You know, the build program can take twelve months, so
you know, we get to know each other through that process.
We always personally hand over the cars and take the
(21:25):
client through how they work and how they operate. Hopefully
go for the you know, for their first drive in
that vehicle, and then of course there's the post sales
or the kind of ownership experience and that that that
takes many forms. But for example, you know, we always
have some kind of satellite events around things like Monterey
(21:46):
Car Week, you know, around certain areas. We did something
in Palm Beach, Florida, you know, around a certain event
down there recently. Again for uniquely for our clients, if
they wish to bring their cars, that's wonderful and we
can display those to other clients and they get to
talk and meet with light minded individuals. Of course, it becomes,
(22:09):
i guess a bit of an exclusive club, but actually
it's a really nice setting. And the great thing about
our clients is they don't mind talking about their cars,
which again is quite unusual. You know, if they bought
a brand new you know, dare I say Tesla or
dare I say Lincoln or whatever it might be, that
wouldn't necessarily always be the case, but in this environment,
(22:30):
because they're so proud of what we've created for them,
it becomes a discussion point, and that becomes the thing
that kind of bonds them and opens the dialogue for
their conversations.
Speaker 1 (22:42):
There you go, and it almost becomes a self fulfilling
prophecy because the people that by the car probably get
these great compliments from other people or their guys or
the gals, and so they get this reinforcement constantly. So
I think it's great. I'm going to throw out an
idea to you, and this is coming from my past
(23:05):
background at Procter and Gamble in branding. When we saw
and read about your company, we thought you were the
first car manufacturing designer to say you are the car
connected to my personal emotional intelligence. And I've never heard
(23:29):
anybody else defined it as such, but I think you
are that close justin to being the most emotionally intelligent
car that's on the marketplace.
Speaker 2 (23:41):
It's really really interesting, Rick, And certainly, as we know people,
many people that we serve could technically have anything they like,
but you're absolutely right connecting to them emotionally, connecting to
their passions, their legacy. With that there their their kind
(24:01):
of dreams and desires as a kid, or or maybe
moving into their their you know, their their their sons
and daughters, if you can connect to them on that
level and actually create something that, let's honest, it's more
than just a car. It's it's a it's a it's
a way of life. It's something that they can really
really either enjoy this personally and maybe go for a drive.
(24:24):
Some of our clients are very private individuals and you
may not even know it's an everety car on the road,
but to them it's important and that's really what is
kind of you know what, what gives us joy because
genuinely speaking, they are using these cars on a very regular,
if not daily basis, when of course, many of these
individuals could technically be driving whatever they wish, and they're
(24:47):
choosing to do do you know, do this for themselves.
So so that's a really really good place to be.
And yeah, what a what a great idea, what a
great compliment, and and certainly something that maybe we'll we'll
try to use again in the future.
Speaker 1 (25:01):
I told you this would be your most fun podcast ever.
A wrap up question for you, if you had to
capture your company's significance in one sentence, what would it be.
Speaker 2 (25:15):
In one sentence is always going to be tough. But
I think, you know, we're very fortunate. I consider ourselves.
We're creating evs out of cars people already love. You know,
we're not having to create a brand new brand from
the scratch. We're kind of, I guess, standing on the
shoulders of giants, which is the likes of the Porsches
and Mercedes, the land drivers. The significance for us is now, however,
(25:38):
that we are creating and redefining these for future generations.
And I think in a world that is becoming almost
entirely digital, the importance of connecting heritage to the future
is a very very important part of society. And you know,
we're very fortunate. We get kids at car shows just
(25:59):
coming up to us saying, I love everaty I've seen
what you do. You know, we have no idea who's
following this, of course, but that feeling of that emotion
when people come up as completely unscripted to say that
they love what we do, as you can imagine, is
hugely important for us. And it's that kind of feeling
of joy that we get and hopefully long made that continue.
Speaker 1 (26:23):
It will indeed justin thank you so much for being
on today. He is the leader of a great team
at everybody. The car that we think is the car
of emotional intelligence.
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