The cars landed in Dubai in autumn 2022. Mustangs, Chevelles, Challengers, Camaros, a Corvette — American muscle from the 1960s and 1970s, rebuilt in the United States with modern engines, brakes and suspension. Restomods: the look of a classic, the reliability of something built this decade.
That was the theory.
Within a year Boris Pustovoytov had sold all twelve, every one for less than he paid.
Four years on, the company that grew out of that decision employs more than 90 people, holds the quickest publicly recorded Porsche 992 time in the GCC, and has flown a one-of-one build to a customer in Florida.
A businessman looking for something worth doing
Pustovoytov has been an entrepreneur since 2009. He began in content and production before co-founding a premium travel business in 2016, organising high-end journeys and expeditions around the world.
His projects have consistently grown from personal interests — production, travel, premium experiences and the ambition to create something memorable rather than offer another standard service. The same principle would later shape DEIZ.
He moved to Dubai in 2022 for personal reasons, with no business attached, then started thinking about what to build here. The obvious option was premium car rental. He looked at it and walked away.
“Dubai already had a huge number of rental companies offering Lamborghinis, Ferraris and other supercars,” he says. “Building one more similar business did not feel particularly interesting or differentiated.”
What stayed with him was a trip NEVEREND had run in 2018 along the French Riviera, using around ten classic cars — Mercedes-Benz, Porsche, Rolls-Royce. Guests remembered it. That was the differentiator: not another supercar fleet, but classics, in Dubai, for self-drive rental.
So he bought twelve restomods and shipped them over.
The wiring
The problem announced itself almost immediately, and it was not glamorous. Previous electrical work on the cars had been done badly. Bad wiring meant cooling failures. Cooling failures meant a fleet that spent more time being diagnosed than driven.
Outside workshops could not deliver the quality, the speed or — most importantly — the predictability that twelve temperamental cars demanded.
So Pustovoytov stopped sending them out and built a workshop of his own, with its own technical team, to control diagnostics, repair quality and turnaround. DEIZ Garage opened alongside DEIZ Rental on 2 December 2022, and took external customers from day one.
Then something unexpected happened. The workshop started outgrowing the fleet it was built for.
Within about a year the Garage had more demand, more capability and more paying customers than the rental business — while the classics sat in its bays, earning little and blocking capacity. The rental concept had done its job: it established the DEIZ name fast, and to Pustovoytov’s knowledge it was the only licensed operation in the Middle East offering classic cars for self-drive rental without a driver. But the numbers never worked.
Selling made it worse before it made it better. Restomods are valued far higher in the United States than Dubai’s smaller classic market would pay.
It was an expensive lesson. It was also the one that showed him which business he actually had.
Nine point three six
DEIZ Garage specialises in European premium and high-performance vehicles, working across Porsche, Mercedes-AMG, BMW, Lamborghini, McLaren and Ferrari platforms. It runs factory-level diagnostics and an in-house four-wheel-drive dyno that measures power rather than estimating it.
The clearest illustration is a Porsche 911 Turbo S. At Yas Marina Drag Strip in March 2026 it ran the quarter mile in 9.36 seconds at 236 km/h, with 0–100 km/h in 2.18 seconds — the quickest publicly recorded 992 in the GCC on those metrics, verified by the circuit’s official timing system and by Dragy.
It is street-registered, and it is driven daily.
A Mercedes-AMG E63 S from the same workshop ran 9.55 seconds in February 2024.
“We want the projects and the measurable results to demonstrate the level of the team,” Pustovoytov says, “rather than simply saying that we tune or modify cars.”
Built here, sold there
DEIZ Motors launched in August 2026, curating collectible classics, hypercars and motorsport cars — the inventory has included a 1994 Bugatti EB110 GT showing around 685 km from new, and a McLaren Elva, car 3 of 149. DEIZ Design follows in December, developing and producing automotive components in Dubai for international sale.
The strongest evidence of where this is heading is already 12,000 kilometres away. CyberFalcon — a one-of-one Tesla Cybertruck transformation designed, engineered and assembled in Dubai over five and a half months — was sold to a customer in the United States and flown to Florida. Its new owner chose to keep the Arabic calligraphy, the UAE identity, and the line the team had printed across it: Born in Dubai. Forged by DEIZ Garage.
“I do not want DEIZ to remain only a Dubai automotive service business,” Pustovoytov says. “The next stage is to create products here in Dubai and sell them internationally.”
Twelve cars, sold at a loss, to get here.
