We want to be with Jason Plotke when he drives his rig through Beverly Hills. Our bet? He gets more stares than Lindsay Lohan. Plotke, the CEO of Innovative Automotive Group in Scottsdale, Arizona, mans a flame-detailed tag team of the Chevy Avalanche and a Formula 292 FasTech (total horsepower: 955; total price: $231,000), touring the country to show off just how innovative his company can be.

What upgrades does this rig have?
The boat isn't that different from a base model, but the truck — what didn't we do? We gave it a four-inch lift kit. We put a $1,500 stereo in it. We put on 22-inch wheels with flame tire treads. But the best part is the paint. A $20,000 paint job on a boat is one thing, but on a $37,000 truck, it's pretty weird.

What's the most common reaction when people see you drive by?
I get the camera phones everywhere. They're like paparazzi. If I get stuck at a light or pull into a gas station, people start snapping photos.

With so much money invested in paint and upgrades, why use an Avalanche? Why not an $80,000 Escalade? Or a Hummer?
We wanted to have enough boat to capture the eyes, but we didn't go nuts with the base truck for a reason. We wanted people to see this exotic package they never dreamed of and think, "I could have that."

So, where to next?
Our rig has already been to some of the biggest events in both industries — the Miami Boat Show and a NASCAR event out west. But from June through September it will follow the Formula Hydro Team as their land display. I won't be doing all the driving for that one.