Carisma Automotive is a UK-based automotive shop which specializes in customized interiors, paint, tyres, and other accessories, founded in 1996. Its founder and head is Jamie Shaw, who claimed he was a former employee of Rolls-Royce. From 2005 to 2007, the company was featured on Pimp My Ride UK , the UK version of MTV's Pimp My Ride television series, where Carisma Automotive served as the British equivalent to the original series' West Coast Customs.
On Pimp My Ride UK , cars were gutted, given high-end new interiors, paint jobs, lightweight rims, and outfitted with various electronic accessories. The car was 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.