New business lets locals ride in luxury

Upper Freehold resident Larry Shulan opens Exotic Car Rentals of New Jersey on Main Street in Allentown.

By: Ashley Caudill
   ALLENTOWN — A touch of glamour has been brought to the quaint village of Allentown.
   Upper Freehold resident Larry Shulan recently opened Exotic Car Rentals of New Jersey on South Main Street where everyday people have a chance to ride in the lap of luxury.
   "We wanted cars that you can’t rent at Hertz or Avis … the kind of car the average person doesn’t have," Mr. Shulan explained.
   The company’s current inventory includes a Corvette C6 convertible, a Hummer H2, a Dodge Viper SRT-10 and a Mercedes SLK350. Rentals are priced between $199 and $499 per day, depending on the model of car and weekday versus weekend rates, and can be rented by the day, weekend or week.
   According to Mr. Shulan, an average rental is two days and the cars are rented for a variety of purposes. Often cars are rented as birthday gifts by couples or friends.
   Mr. Shulan said that in one day, he received three calls from three different parents who wanted to rent the Hummer for their sons’ birthdays.
   "The boys (ages 8 to 12) wanted to be picked up at school in the Hummer, their favorite car, and taken to their birthday parties."
   The car rentals have been used as corporate incentives, for weddings and proms.
   "You can’t test drive a Viper at a dealership," Mr. Shulan explained. Dealerships do not allow the car — the most expensive vehicle available at Exotic Car Rentals and valued at $90,000 — to be taken on test-drives. Potential car buyers can rent cars from Mr. Shulan in order to try them out for a few days before making the large investment.
   "I’m a car enthusiast," said Mr. Shulan. "I had rented a Viper while on vacation in Las Vegas and thought, ‘What a great business idea.’"
   Last May, six years after Mr. Shulan and his wife, Legia, rented the high-end car, he created a business plan and started renting out automobiles from his home office in Upper Freehold. The company has been in operation since November 2004 and was moved to its downtown Allentown location last month.
   "Everyone who comes in is happy," Mr. Shulan said. "They’re going to a wedding or a prom and they’re really enthusiastic about the cars."
   Mr. Shulan said that if demand increases for more exotic cars, he will consider adding a Maserati, Ferrari or Lambourghini to the inventory. Jaguar and Mercedes coupes are also possible additions and he is considering opening a second location on Long Beach Island at some point in the future.
   According to Mr. Shulan the cars are finely detailed and exquisitely maintained, and feature luxury options such as navigation, premium leather and superior sound systems.
   "It fills a niche," Mr. Shulan said of his business. "There’s no other place in our area to do this."
   Exotic Car Rentals of New Jersey is located at 3 S. Main St. in Allentown. For more information, call (866) 730-CARS or (609) 259-6737, or visit www.ExoticCarRentalsNJ.com.