When it comes to automotive style and substance, Jeff Maldanado of 742 Marketing knows what it takes to create a show-worthy car that gets people talking. Just a few years ago Maldonado was a novice on the car-show scene, having shown up at a local Scion car show in Hollywood out of curiosity. Today, he is the president of 742 Marketing, which represents remarkable vehicles from the east coast to the west coast and beyond. Not just anybody with a tuner or show car can become a member of 742 Marketing; only those with a true passion and commitment to their craft are asked to join.
AMSOIL partnered with Maldonado & 742 Marketing for the 2012 SEMA show, and Maldonado and his team delivered some of the best feature vehicles on the show floor. AMSOIL Racing got Maldonado’s take on the car-show scene and why it draws such a following.
AMSOIL Racing: How did you become a car guy?
Jeff Maldonado: It all started one day when I heard on the radio about a Scion car show in North Hollywood, and I was curious to see what it was all about. I showed my mainly stock tC and met some cool people who later invited me to join their team (Team Sciontific). Six years later here I am, running the strongest and well-known individual marketing company in the U.S. with vehicles from the east to west coasts and affiliates in all parts of the world.
AR: What is it about SEMA that gets people so jazzed?
JM: From my personal view SEMA has always been a goal to reach with my personal builds. Why? Because when you are sponsored by many companies, what better way to pay back their commitment with you by showcasing their brands at the biggest show in the world. SEMA fans are driven by the wow factor throughout the halls and in the unique builds that showcase year after year. New product and innovative ideas are what jazzed me the first year I attended in 2009 with my 2006 Scion tC as a Smartwax featured ride. Ever since then I've showcased while trying to keep the wow factor alive.
JM: At the time it wasn't about clubs or the scene, it was just about what I could afford and the Scion tC was the perfect fit for me. Now I’ve become a loyal Scion/Toyota customer and I even got hired at a Toyota dealership as a Scion Manager because of my involvement with the scene.
AR: What changes have you seen in the car scene these past 10 years?
JM: For as long as I’ve been on the scene I’ve noticed Honda losing popularity and Scion/Nissan and others gaining street power in the show and race scene. Teams disappear and new ones come up with new styles. Drag racing is being overtaken by Drift and crazy transformer-style body kits are replaced with simple and clean cars.
AR: Cars have both a “sex appeal” aspect and a performance aspect. When it comes to performance, the role lubricants play has historically been underappreciated. Have you seen a change in that over the past few years? (In other words, are more young people today recognizing the importance of premium synthetics like AMSOIL?)
JM: Yes, in the years I’ve been doing SEMA I see more and more of the oil recognition amongst the show and race vehicles. I know a few of my club members will buy synthetic instead of regular oil as a result of us using it and giving good feedback.
AR: Any plans yet for your next personal project vehicle?
JM: Not yet, the FR-S will be returning at least 4 more times to SEMA with different styles.
JM: 742 is growing every day, and new opportunities are being presented to us that have a big impact on what 742 could be in the future. We stand as a multi-level brand with focus in the automotive and apparel business that tomorrow can evolve into much more. "I HOPE" to me is more like "I WANT" to be the biggest and most reputable aftermarket consulting and marketing company in the U.S., and to be the source for companies like AMSOIL to reach out to.
AR: Do you have a quote that describes you?
JM: hahaha funny you ask that... everyone in the scene now has started to know me for my famous quote "DOWORKSON" that came from Rob and Big "DOWORK," but I added my idea to it to be different.
In an industry where everyone looks to stand out, that hard work is paying off as evidenced by the results being turned out by Jeff Maldonado and his 742 Marketing team.
Vehicles pictured are those of the 742 Marketing team that were featured at SEMA, each one running AMSOIL products.
