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INTERVIEW WITH RANCHO DELUXE (FROM EDITION 4 - 2007) // Interview By Chris Meyer

“A custom is all about style and class as opposed to hot rods, which are all about speed over comfort. Early customisers in the '40’s and '50’s would take a brand new American car and modify it to look like more expensive European offerings. The techniques they used (e.g. lowering, chop tops, bubble skirts) live on today. Well-executed customs are often hard to spot from their stock counterparts – subtlety is the key; a couple inches here, a shaved door handle there. Some people prefer a more radical approach with extreme top chops, wild paint and the like...but Rancho is more about the 'less is more' approach. Subtlety and clean lines are what I like” – Ben Thomas, founder Rancho Deluxe.

When and where did Rancho Deluxe start? (Ben Thomas) 2004 in a 100yr old shearers quarters on a farm to the west of Melbourne.

Where are you at now? The shop is now based in Clifton Hill, Melbourne. There is nothing else in the Melbourne metro that offers the same sort of services to hot rodders and customisers. Part of choosing the location for the workshop was an inner city address that people can get to easily without heading out into the badlands to the east or west.

What did you go through to get the shop to where it is today? Setting up takes a lot of work…the hardest thing has been doing it all on my own - keeping motivated. Late nights? I’ve had a few.

What would/could you have done differently? I would love a bigger shop, but that’s a given with this stuff. I wouldn’t change much else; maybe just have more business training/acumen.

What did you do before this? I trained as a mechanic with Porsche Cars Australia, spent years bumming around snowfields and DJ'ing, worked at bars and cafés, fabricated steel for architectural projects, managed a farm. You name it I’ve done it - just not office stuff.

Who else is involved and what are their specialties? I have a small goat who specializes in turning tennis balls inside-out to music…but I’m beginning to doubt his viability as an employee.

What services do you offer? Mechanical/paint/panel/airbrushing etc. Mechanical repairs, fabrication, component design, welding, rust repair, and parts sourcing/refurbishing. I have contacts for paint stuff – I don’t have enough room to do it here.

What differentiates Rancho Deluxe to ordinary garages/shops? Most ordinary garages wouldn’t even touch the sort of cars Rancho Deluxe specializes in. It’s more about the design and fabrication of components than just bolting on aftermarket parts…

Why are there so few customs shops in Aus? The customer base is tiny. Australians also Baulk at the cost of custom work, often thinking they can do it better or cheaper themselves, which goes part way to explaining the dearth of ugly ill conceived hotrods I see at most shows.

So custom work is big bikkies? Is it usually a job rate or p.h? I generally work by the hour, but I don’t charge for all the time I spend considering stuff before I start chopping into things…

What is the rod scene in Australia like when compared to the US? It’s obviously a lot smaller, but the number of cars that are out there often surprises me. One difference that I’ve noticed is that more rods are actually driven here (apart from shows). The last time I drove halfway across the states I saw maybe two rods cruising and hardly any cars older than thirty years used as daily drivers whereas here it happens quite a bit. Rods and customs are more individual and handmade here (AUS) than America, out of pure necessity, due to the lack of aftermarket manufacturers here.

What’s the attraction to matte black for rodders? I dunno? I had a matte black ute and it was a pain in the arse to clean. Shiny is far easier. I don’t mind flattened paint, but ultimately you have to strive for perfection, and that’s dead straight, shiny, paint.

Will you only work on American rods or will you fabricate for/modify any model of car? I only do American cars as a general rule and Australian stuff at a pinch…up to about 1965.

What sort of equipment do you have and what do you need? I have Mig, Tig and Oxy welding equipment, a lathe, drill press, hoist and all the hand tools I need. I would love more sheet metal tools and plan on getting a panbrake and bead rollers next. I’m a bit limited in terms of space so big machines are out of the question, and unfortunately the ones I can usually afford are old and big!

Do you have to source most of your parts from the US? Only stuff I can’t get locally or make myself.

Do you fabricate parts? Sure. I make suspension components, patch panels, chassis; basically anything out of steel.

Hardest job to date? Hardest? The harder it is the more challenging it is and therefore more fun…

Most rewarding job to date? Probably building my roadster pickup, a labour of love and a great creative release.

Do you tackle all jobs, large and small? Yeah, I’m currently doing a 34 Ford Roadster starting with just bare frame rails. The whole chassis needs to be fabricated and set up. I’d call that a big job, down to little things like fabricating mudguard brackets for a mate’s Triumph bobber bike.

Who is your typical customer? I haven’t had enough of them yet to be able to typify… but I guess someone who has developed an interest in the traditional modified car scene and wants to get quality work done by someone with vision and commitment to that type of ride.

Do you have a long-term vision / aim for the Ranch? I want Rancho Deluxe to be known as the best builder of traditional hotrods in Australia. I want to produce great cars that can really transport you back to a time that ain’t no more. I’d also love the shop and café to be a vital hang out for lovers of these cars.

What hiccups did you face getting the ranch off the ground? Just the usual lack of bucks and just not knowing all the different aspects of setting up a business (this is my first). I’ve luckily had a load of family help and friends who have supported the endeavor no end.

Who do you consider your main competitors if any in Australia? I don’t really feel like I have competitors at all. People who go elsewhere do that because they want something different to what I offer, not because the same thing is available cheaper or better elsewhere. They do their thing; I do mine.

Who is at the top of the game worldwide? I think Guys like Cole Foster, Jimmy White, Keith Tardel, The Kennedy bros. are building the nicest cars at the moment, they show real vision in design and componentry, and have a reverence of the older builders that gives their cars depth and substance.

Do you believe in retrotech - i.e. new engines/fuel injection/suspension/steering etc. or old components through and through? I’m a strong believer in being ‘era correct’; that is using only componentry made before the build era the car is supposed to reflect. Old ford componentry is so much better aesthetically and strength wise than a lot of newer stuff. There was no planned obsolescence back then! Newer stuff has its place, but not if it ‘jars’ with the look or period of the car being built. Compromises are just that. I’m not against modern engines in customs…just don’t open the hood. Ever.

Steel or fiberglass? Why? Fibreglass is for adventure playgrounds and boats. 'Nuff said.

Favorite model to rod? Why? Model 'A' fords; about the only affordable early Ford left! They have such a great heritage too, being the basis for most of the earliest hotrods. They have great lines and lend themselves to custom work, and they made four million of ‘em!

How/why integrate a coffee shop into the business? It gives me a break from fixing cars, and people a reason to come in and check my work out. Also gives me an excuse to have good coffee on hand all week!

What plans do you have for the future of the business? I’d like to grow to a point where I had a few employees and could reliably turn out five or six cars a year that would be recognizable as being my work. I want my cars to be something sought after and coveted.

Where can people find out more about you? Come down to the shop on a Saturday morning, check out www.ranchodeluxe.com.au or ask me out to dinner; I’ll generally say yes!