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

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.

"I've done my time in L.A.," Friedlinghause told "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.