By Larry Edsall | SEMA 2019 – – Photo: Larry Edsall photos.

Photo: This 1968 Chevrolet Impala lowrider was featured in Shell’s ‘Pioneering Performance’ Experience at the 2019 SEMA Show.

“We can’t build million-dollar cars. We have to do it yourself. Get your buddies to help,” said Joe Ray. “And you have to do three or four (such cars) to really figure out what you’re doing. Families sometimes face paying the chrome bill or the phone bill.” But the lowrider culture remains strong, if in the shadows of stereotype, said Joe Ray, editor of Lowrider magazine and a long-time leader in the effort to share these amazing if home-built custom classics with a wider audience.

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