How DeLorean Time Machine Rentals Became A Cultural Phenomenon

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DeLorean cars captured everyone’s imagination when they time traveled in Back to the Future with Michael J. Fox and Christopher Lloyd in 1985. The original company that manufactured them, DeLorean Motor Company, produced 9,000 cars and went bankrupt in 1982. But because so many people want to imagine themself in the iconic car, various companies have formed to rebuild (Classic DMC), to recreate new electric designs that are “spiritual successors” (DeLorean Reimagined), or to rent replicas of the original DeLorean Time Machine.

Back to the Future star Christopher Lloyd and DeloreanRental.com owner Jason Alspaugh at Comic-Con C2E2 Chicago 2024

DeloreanRental.com

DeloreanRental.com was founded in early 2020 by Jason Alspaugh with a simple but ambitious vision: to make the legendary DeLorean Time Machine accessible to everyone. What began as a personal passion project quickly evolved into something larger. Today, DeloreanRental.com is the largest provider of DeLorean Time Machine rentals in the United States, with a network of more than 80 vehicles stretching from coast to coast.

How Do You Turn A Fantasy Car From A 40 Year Old Movie Into A Thriving Business?

Alspaugh decided to enable anyone seeking to bring a touch of cinematic magic and automotive history to their moment. From weddings and corporate events to television productions, conventions, and milestone celebrations, DeloreanRental.com has done more than put cars on the road — it has built a brand around creating unforgettable memories and immersive experience with individuals and clients such as The Super Bowl, NFL, Macy’s Thanksgiving Parade, and many more.

Professional drivers deliver the DeLorean directly to the location, whether it’s a wedding in Los Angeles, a corporate event in Chicago, or a film shoot in New York. Their goal is always the same: to make the DeLorean feel larger than life. Some customers want the DeLorean Time Machine as a showpiece — a static display at a wedding reception, a corporate trade show, or a Comic-Con booth where fans can take photos. Others want the full driving experience — and while you can’t generally drive the car (unless very short term, like around the block for a wedding), you can get a ride along to feel the gullwing doors open, and slide into the driver’s seat.

Saying Yes Versus Delivering Happiness

Zappos CEO Tony Hsieh pioneered the phrase in his pathbreaking 2010 book Delivering Happiness: A Path to Profits, Passion, and Purpose. In the early days, DeloreanRental.com said “yes” to everything to gain exposure. Birthday parties, product launches, parades, Hollywood shoots — every event became a stage to showcase the DeLorean and build word-of-mouth. That flexibility created early momentum and trust. But over time, they realized there’s a distinction between saying yes and deliberately delivering happiness. Later, they learned that what set them apart wasn’t the willingness to show up anywhere — it was the way they went above and beyond to customize the experience. That meant tailoring each event: adding Back to the Future props, coordinating music for entrances, or creating photo ops that felt cinematic.

Going the extra mile became the philosophy that defined them. Although they are now more selective about the projects they accept, that same drive to exceed expectations remains at the heart of their brand.

From Cars To Experiences

At first, their assumption was that people wanted the DeLorean itself — the chance to stand next to one, maybe sit inside. But through conversations with early clients, a deeper truth became clear: Most people simply wanted to feel what it was like to live inside the story. That realization reframed everything. Instead of promoting the DeLorean as a rare car available for rent, they began marketing the experience of stepping into a cultural icon. Whether it was a groom arriving at his wedding behind the wheel, a CEO stepping out at a product launch, or a fan taking pictures at a convention, the DeLorean wasn’t just a prop — it was a vehicle into a memory. The pivot wasn’t about changing what they offered, but how they framed it. The cars were the same. The difference was in storytelling: People weren’t renting a DeLorean: They were renting a once-in-a-lifetime experience.

The Moment They Realized People Wanted A Story

The turning point came gradually, but one early event stands out. A young couple booked a DeLorean for their wedding. At first, they just wanted it as a backdrop for photos. But when the groom made his entrance by stepping out of the gullwing doors to applause, they realized that something had shifted. The crowd wasn’t just seeing a car — they were watching a story unfold in real time.

Moments like that revealed the deeper appeal. The DeLorean wasn’t just a piece of automotive history. It was a time machine in people’s imaginations. Clients weren’t renting steel and fiberglass. They were renting the chance to become Marty McFly for a day, to surprise their guests, to create a memory that felt cinematic. That recognition — that people wanted to step into a story —and that DeloreanRental.com could give them that story – became the company’s guiding light.

Becoming Resilient And Growing From Adversity

Launching a business tied to live events in early 2020 was daunting. Just as DeloreanRental.com began building momentum, the Covid-19 pandemic brought gatherings, weddings, and productions to a standstill. For many startups, that would have been the end of the story. But for them, it was the beginning of a bigger vision.

Why double down when the world is shutting down? Because their belief was simple: This brand wasn’t about a single event — it was about the long-term experience of nostalgia. Instead of retreating, they expanded the fleet, built out the network of owners across the U.S., and invested heavily in digital marketing so that when the world reopened, DeloreanRental.com would be ready to meet demand.

It seemed counterintuitive at the time, but adversity sharpened their vision. Covid taught them that flexibility, resilience, and persistence matter more than perfect timing. By preparing during the downtime, they positioned themselves to explode when events returned.

Social Media As A Time Machine

Social media became the accelerator pedal for growth. Every time a guest shared a photo or video, it created a ripple effect that reached thousands more. Instagram, TikTok, YouTube, and Facebook transformed the DeLorean from a legendary car into a digital phenomenon, allowing millions to engage with the brand.

One viral clip could generate inquiries from across the country. A single wedding post might inspire a dozen future bookings. Social media wasn’t just marketing — it was the digital equivalent of a time machine, allowing nostalgia to travel farther and faster than before. And it helped when Back to the Future: The Musical opened on Broadway in 2023.

The Power of Pop Culture

The DeLorean has built-in cultural gravity thanks to Back to the Future. But the company discovered that people weren’t just renting a car — they were stepping into a narrative that bridged generations.

For those who remember the 1980s, the car is pure nostalgia. For younger fans, it’s a novelty discovered through memes, YouTube clips, or their parents’ favorite films. By embracing that legacy while also creating fresh, modern moments, they tapped into something timeless. That mix of cultural recognition, emotional connection, and professional execution is what transformed DeloreanRental.com from a niche idea into a nationwide experience.

Looking Ahead As Nostalgia Meets Opportunity

What began as one person’s vision has grown into an enduring brand with a community of fans, partners, and storytellers across the country. For DeloreanRental.com, the journey was always about more than cars. Once the company saw the moments, memories, and magic that happen when nostalgia meets opportunity, they realized they were delivering happiness, not just a car. And in that sense, maybe the DeLorean really is a time machine — not because it can travel to the future, but because it gives people a chance to relive the best parts of the past.