The California firm that "pimps rides" for MTV is leaving the cable network for a new reality show on the Discovery Channel.

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West Coast Customs owner Ryan Friedlinghause said his new show on the Discovery Channel will be more about cars built in his shop than the over-the-top designs created for MTV's "Pimp My Ride."

Friedlinghause -- aka "Shady" -- said he will move his garage from Los Angeles to Corona, Calif., where the new show will be shot.

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"I've done my time in L.A.," Friedlinghause told SOHH.com. "Everybody knows who I am. It's time to move."

West Coast Customs pulls in an estimated $10 million per year, the Web site said.

"Pimp My Ride" averaged 1.1 million viewers per episode, Nielsen Media Research said.