ROANOKE TIMES
Copyright (c) 1995, Roanoke Times
DATE: Thursday, December 7, 1995 TAG: 9512070092
SECTION: EXTRA PAGE: 1 EDITION: METRO
DATELINE: RICHMOND
SOURCE: MARTHA SLUD ASSOCIATED PRESS
Philip Stewart didn't know what to do with a stretch limousine that just didn't fit in with his fleet anymore.
He couldn't sell it because the model was no longer stylish. Retirement in a junkyard seemed too extreme. But when his wife gave him a shirt depicting an elongated cow and the caption ``Stretch Limoo,'' Stewart had an epiphany.
The Limoo - a 1985 Cadillac Armbruster - was repainted two years ago to resemble a black-and-white spotted cow. Stewart also mounted bull horns on the front, added cow-print pillows and drink glasses inside and replaced his regular horn with one that moos. You can even have the chauffeur dress as a cowboy.
The cow car does brisk trade among those who want a distinctive ride. To Stewart's surprise, it's also been in demand for weddings and business functions.
``Never in my wildest dreams did I think I'd do a corporate thing in it,'' Stewart said.
The Hampton city manager's office hired Stewart's Limousine Service recently for the announcement that computer maker Gateway 2000 will build an $18 million plant in the city. A spotted cow is the company's logo.
Gateway chief executive Ted Waitt ``was really taken aback and pleased'' with the bovine limousine, Hampton Assistant City Manager George Wallace said.
Limoo reflects something of a trend in the limousine business, said Wayne Smith, executive director of the National Limousine Association in Washington. Some companies around the country offer novelty vehicles such as stretch sports cars or limos with whirlpool baths to make themselves unique.
``There's strange ones in just about every market in the country,'' said Neil Weiss, editor of Limousine Digest in Maple Shade, N.J. The trade publication recently featured Limoo as its car of the month.
Frank DeLuca, owner of Excalibur Extravaganza Limousines in Brooklyn, N.Y., got the idea for creations such as the 14-passenger red '57 Chevy and a white four-seater '93 Corvette after five traditional black limos in his fleet were stolen and the thieves tried to resell them.
Developing signature vehicles was a wise business decision, DeLuca said.
``People are looking for something different,'' he said.
Stewart developed Limoo as an advertising gimmick. But people who saw the car around town got interested in hiring it. They'd call other limo companies, who often wouldn't say who owned it. Stewart now has a yellow page ad that proclaims his company is the home of the Limoo.
Stewart said other limo companies with older vehicles have contacted him for advice on how to spruce up their cars. Most operators have faced similar dilemmas about what to do with old vehicles, he said.
Dealers ``charge you $60,000 for them, but then they want to take them back for $2,000,'' Stewart said.
Despite its age, Limoo offers a smooth ride. Stewart says he might paint another one of three older black limos in his fleet if he can't sell it.
Limoo costs $60 an hour for multiple hours or $85 for one hour, Stewart said. His black limos cost about the same.
The car continues to be booked routinely, but passengers have to be in the festive frame of mind.
``We haven't done any funerals in it,'' Stewart said. ``I don't think we ever will.''
LENGTH: Medium: 69 lines ILLUSTRATION: PHOTO: AP. Richmond limosine owner Philip Stewart is surprisedby CNBat the demand created by his stretch Limoo. color.