742 Marketing's Jeff Maldonado and His Scion FRS Shine Brightly at 2013 SEMA

Jeff Maldonado's Scion FRS at SEMA 2013

The last man standing, waving the 742 Marketing flag on his journey to the top, and steadfastly representing his vision is, Jeff Maldonado. Back in 2001, seven friends got together in room 742 at Westwood College, and there they envisioned the raw concept for a "Lifestyle" marketing company. Life rolled on with its demands, visions and dreams changed, and one-by-one the other six friends moved on, until only Maldonado was left to carry on the 742 brand.

2013 Scion FRS featured at the SEMA Show

A Los Angeles, California native and a self-described "fanatic of the customizing world," Maldonado has been on the scene for over five years, a relatively moderate amount of time in automotive customization terms, yet he's been driven to accomplish many things that others haven't.

maldonado has gone "from building my first SEMA car in 2009, to launching my own marketing company, launching branded product, and now my online magazine - 742 Magazine."

"742 Magazine is a lifestyle magazine," he explains. "What I mean by lifestyle includes everything from singing, drawing, designing, sports, cars, hobbies, jewelry, racing, etc. Those are all lifestyles we live. So the magazine will focus on everyone, not just cars. It's something different."

Custom color and wheels made this modified Scion FRS stand out at SEMA

At the 2013 SEMA show Maldonado had two of his Scion FRS cars on display in two different booths. "I've been a SEMA attendee since 2009, and this past year was the biggest I've seen the SEMA show in a long time," he remarked. "I actually also exhibited with my company 742 Marketing in the business section, I can say it was a total success for us, as a business, and also as a builder."

Jeff Maldonado had two of his Scion FRS on display in two different booths at SEMA

Maldonado describes 742 Marketing as being the outlet for new and established brands to find consumers, adding "We are able to do this by means of advertisement, social media, production, marketing, promotions, car shows and fashion."

"The FRS in 2013 returned to SEMA with a new wide body and a color change. The color is what makes the car standout from the rest. I went with tiffany blue because of its unique color and history in the world of jewelry," said Maldonado.

"I am currently running the K&N intake in silver. I could have gone with an S/C [super charger] or turbo, but my relationship with Lucio at K&N holds me to continue to support the brand that has had my back since day one."

Maldonado says he has every intention of returning to the 2014 SEMA show in a big way, adding, "I don't see myself not building cars for the show, my car will also return this year."