How a Childhood Love for 4x4s Built Cebu's Premier Car Care Brand

Lance’s passion for cars began on the bumpy backroads of Palawan, where he watched his family drive 4x4 vehicles. That early fascination led him to build Wasabi Customs, a brand known for blending ruggedness with refinement. Inspired by video games and films, his business now stands out in Cebu’s evolving car scene. Wasabi Customs started in 2018 as a one-man operation. Over time, Lance brought in partners to help the business grow. The name itself is a playful pun—short for Walang masabi (nothing left to say)—reflecting the brand’s goal of leaving clients speechless with meticulous car care.

Lance treats every vehicle like a 'baby,' ensuring no damage from harsh washing or neglect. His dedication goes beyond just cleaning; he aims for flawless results that surprise and delight owners. For him, the most rewarding part is seeing a client’s smile when they first see their finished car. Beyond his own success, Lance offers advice to newcomers in the car care industry. He stresses the need for commitment and consistency, warning that failure, success, and criticism all come with the territory. Meanwhile, Cebu’s car culture is changing, with more drivers shifting to hybrids and electric vehicles as fuel and electricity costs rise.

Wasabi Customs has carved a niche in Cebu’s competitive car care market. With a focus on precision and client satisfaction, the brand continues to adapt as the local scene embraces new vehicle trends. Lance’s journey—from a solo venture to a recognised name—shows how passion and persistence can turn a simple idea into a thriving business.