an after-market auto design business in Morganville is catering to one of the fastest-growing vehicle sectors in the u.s.
by Jessica Jones-Gorman • Photos By Robert Nuzzie
When Scott Carbone’s sons and daughter developed an interest in custom car accessories—detailing their vehicles with the latest tires and tints, adding lift kits, and custom lighting systems—he began to appreciate the possibilities of the auto design market.
“As soon as they started driving, my kids became interested in designing their cars, so we tossed around the idea of opening a business,” Carbone said. “With their knowledge and love of car design, I thought this would be a good opportunity to develop a small venture that would involve the entire family. And there was such a high demand for these types of services in this area; I had a feeling that it would be a success.”
So, in 2014, Carbone and family unveiled Auto Attitude, a full-service car customization shop with a 1,000-square-foot showroom loaded with the latest car modification trends. The Morganville location offers lift and leveling kits, step rails, exhaust and custom lighting systems, winches, tuners, snow plows, back racks, grills and grill guards, tow hitches, bed covers, tool boxes, remote start, bumpers, bug shields, bed liners, alarms, fender flairs, and tints. There is also a wide selection of wheels and tires, with complete installation promised in a timely fashion.
“People buy vehicles at the dealership, and they are all the same; nothing makes their car distinct from the next one that drives off that lot,” Carbone explained. “So, it’s our job to make each car unique for its driver.”
Staffed by his wife Brenda, daughter Taylor, and sons Scott and Christopher, Carbone defines Auto Attitude as the ultimate family business, one that takes extra steps to ensure customer fidelity.
“If we don’t have it in store, we will get it for you the following day,” he said.
The shop works on every type of vehicle, but has been specializing in Jeep Wranglers lately, simply because of the make’s growing popularity among young car enthusiasts.
“We do a lot of customized tires and wheels on 4X4s and trucks,” said Carbone, adding that the business has customized three Jeeps for players on the New York Giants. “There’s a big market for that type of car right now; once people buy a model like that, they just need to customize it.”
The business serves a broad range of buyers—everyone from new drivers right up to car enthusiasts in their 50s and 60s— but the one commonality among all of his clients is a love for auto design.
“People spend a lot of money on their cars,” he said. “They use them daily, so it’s an investment they’re happy to make.
Auto Attitude has customized three Jeeps for different New York Giants players. “There’s a big market for that type of car right now,” Carbone said. “Once people buy a model like that, they seem to need to customize it.”
Brands offered at Auto Attitude include Fuel Wheels, XD Wheels, Moto Metal, Toyo, BF Goodrich, and Goodyear. They also offer FabTech and Procomp Lifts and all of the necessary installation services.
“Wheels, tires, and lifts just change the whole look of the car,” Carbone explained, adding that the business is currently brand-expanding. In the next several weeks, it will begin offering spray-on bedliners featuring the heavy duty synthetic fiber Kevlar.
“We’ll be the only one in the area offering that,” the owner said. “There are so many benefits to this product: Kevlar is the same component used in bullet-proof vests, so these bedliners will last much longer than other types. They will not chip, fade, or scratch. If you have a pick-up, this is a must-have addition, one that greatly increases the value of your truck.”
Auto Attitude
45 Route 9 South Morganville
732.972.3300 / autoattitude.net