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Harley Earl, obviously.
But in terms of aftermarket styling that has now become part of Americana and even factory considerations: Ed "Big Daddy" Roth.
And in terms of modern aftermarket fabrication: Brian Jendro. He did the first "bagged" truck, which lead to the widespread use of air suspensions in custom applications, which is why I believe airride has now carried into the factory production of vehicles other than just luxury cars and semis.
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it's all about self-indulgence
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