Carisma Automotive is a UK-based automotive shop which specializes in customized interiors, paint, tyres, and other accessories. Though the company has existed since 1996, it has recently had increased exposure outside of the automotive world for its starring role in the UK version of MTV's "Pimp My Ride" television program. Seen as a British equivalent to the original series' West Coast Customs, Carisma is headed by founder Jamie Shaw. Shaw, a former employee of Rolls Royce, is widely recognized for his excellence in interior and exterior design.
Carisma Automotive became the star of Pimp My Ride UK in 2005, and has thus far followed the standard formula for "pimping" pioneered by West Coast Customs. Cars are gutted, given garish new interiors, paint jobs, lightweight rims, and outfitted with various electronic accessories. The car is also usually given special features to suit the owner. For example, one owner received a complete digital photo editing and printing system built into the seats of her car.