At first glance, the interior of East Bay Muscle Cars (EBMC) is a study in time travel: 1960s- and ’70s-era Novas, Mustangs and Camaros fill the showroom floor, each looking like it just rolled off the assembly line. But don’t be fooled; these custom classics are not the cars of your youth – they’re better.

And that’s the point, says Steve Keefer, owner of EBMC in Brentwood. For a little more than two years, Keefer has been restoring, repairing and revving up classic muscle cars and hotrods, among other styles, at his Valdry Court location. Using 21st century technology to bring these beauties back to life, Keefer has been rebuilding these Bullitt-type bombers and infusing them with such modernizations as electric windows, power steering and even catalytic converters. A teen’s dream, but with middle-age conveniences.

“Most of our customers are 40-to-60-year-old guys who had these cars, or cars like them, in high school and they want to relive that time,” said Keefer. “A lot of these cars are modified, and what they (owners) end up with are cars that will look like a factory model, but with better mileage and performance. And they’re much safer. It’s the best of both worlds.”

A world that Keefer knows well. As a teen, he became hooked on cars while working on a variety of models with his dad, but he saved the best project for himself.

“I had the fastest car in high school (a 1970 Mach 1 Mustang),” he laughed. And while it was always in the back of his mind to own and operate a custom shop, it took Keefer a while to get there. He opted first for a 25-year career in the auto industry, including working as a BMW mechanic. But as he began to see the dealerships slowly downsizing due to the dwindling economy, he figured the time was right to take the plunge.

Today, Keefer maintains four full-time employees and a customer waiting list. He’s an ASA master certified mechanic and holds a degree in automotive technology. He’s won multiple awards for design and builds, and has personally built and owned several cars featured on the covers of custom-car magazines. Passing on his knowledge has made for a thriving business and satisfied customers.

“The timing just ended up being good, and I’m glad we did it,” said the Discovery Bay resident. “We love what we do here, and we bring an understanding of how it all works, how all the pieces come together. And that’s really the hardest part because everything affects everything else. It’s not like working on a new Camry, where you just order a stock water pump and put it in. It can get pretty complicated.”

Keefer recalled a recent customer who brought in his 1968 Firebird and a bag of engine parts. Figuring it would be a fairly simple job, Keefer got a surprise when he put it up on the lift.

“I immediately saw that the car was completely unsafe, full of suspension problems and other issues, and I told him that if I couldn’t fix it completely for him I wasn’t going to work on it,” said Keefer. “There are some cars I will refuse to work on if the customer won’t allow us to make it safe. In the end, the owner agreed and we did it up right.”

Making it right can be expensive, but most of these custom cars are more than a passing interest; they’re a passion. “All the wives hate me because their husbands end up spending all their money in here,” laughed Keefer, who said a client can spend anywhere from $1,000 to $100,000 on a custom classic. “But for these guys, it’s their hobby, it’s what they spend their money on.”

And because it can be an expensive undertaking, Keefer urges prospective clients to do their homework. “People should make sure that the company is properly licensed and insured. They should make sure to get references and to talk to some past customers,” he said. “And take a look at the work; that’s your proof of customer satisfaction.”

Keefer also cautioned customers to check out the facilities to make sure there are proper security alarms and measures in place to ensure that your car is safe for the time it’s on the property.

And finally, “Visit your car,” he said. “A lot of businesses don’t like customers to just pop in and check on their progress, but I encourage it. It’s your car and your investment. You have a right to see what’s going on.

“Every car is unique, and that’s part of what I love about this job. There’s nothing like seeing the face of a customer who gets a look at his finished product. It brings people back to their youth, and that’s a great feeling.”

East Bay Muscle Cars is located at 560 Valdry Court, Unit B4 in Brentwood. Call 925-516-2277 for additional information, or visit www.eastbaymusclecars.com.