By Rob Smentek
Elegance Limousines & Black Car Services Owner Demetrio Lee at Sandia Casino in Albuquerque, N.M.
For Elegance Limousines & Black Car Services Owner Demetrio Lee, starting his own business in the growing Albuquerque, N.M., market just required a simple leap of faith.
Like many operators, Lee is a self-described “car guy” who always had a love of automobiles, whether they’re Hot Wheels or his classic 1955 Mercury Montclair—and it was through that vintage car that he first encountered the world of luxury ground transportation.
“Several years ago, I met a gentleman in the Albuquerque Old Town area. He came up to me after he noticed my Montclair. He explained that he was in the limousine industry and told me everything about it. I was very interested and decided to take a part-time job as a chauffeur while I was selling insurance.”
Driving travelers and executives was a good fit for the ambitious and outgoing Lee.
“Basically, I liked what I was doing for the company but thought that I could do better. Right after COVID hit, I decided to take that important leap of faith. I flew to Syracuse, N.Y., bought a limousine, and drove it back cross country. I started off with one vehicle and then proceeded to go from there,” says Lee.
General Manager Karim Abouzaid (left) with Demetrio Lee at Hotel Albuquerque For any operator, finding the right branding can be a challenge as it’s an important step in establishing one’s business firmly in the marketplace. The Elegance name came to Lee during a phone call with a client.
“I hit it off with a former client from Los Angeles. He mentioned to me that I needed a company name that is going to encompass who I am, so we ran down a list of classic cars, but nothing clicked. He said, ‘You have an elegant presence.’ I liked it,” says Lee.
But with a new name and a bold vision, you can bet that his status as a single-car operator was short-lived.
“And once I bought my first car, I saw opportunities within the market for more than just a limo. And so, it really just came down to seeing a bigger picture. I wanted to make a change in the community as I felt that New Mexico had the ability to offer service comparable to the bigger markets in the country like New York, Chicago, Miami, etc. New Mexico deserved a better opportunity, particularly with the film industry that’s come in,” says Lee.
For Lee, a longtime (and natural) sales professional, he sees everyone as a friend. This attitude has helped him grow his business by leaps and bounds in a short period of time.
“Being able to pick up the phone and call potential clients or even talk to random people that I don’t know at a CD/NLA Show has given me the ability to make friends very quickly,” he says.
With a diverse customer base, Elegance has expanded rapidly into an impressive 18-car operation in just a few years. The company caters to New Mexico’s growing tourist population, a large corporate clientele, as well as the burgeoning area film industry.
Lee at Civic Plaza in downtown Albuquerque “We’ve grown the company to where we now run sedans, SUVs, Sprinters, minibuses, and even limousines. We’ve tried hard to not be a one-trick pony,” says Lee. Lee also points out that the company has a loyal partnership with Heritage Hotels and Resorts.
“Because they’re throughout the state, it has allowed us to work in Albuquerque, Santa Fe, and Las Cruces. Being able to have those locations of properties to work with has helped us grow,” he says.
New Mexico is an expanding market, and its appeal lies in its rare blend of natural beauty, cultural depth, and relaxed sophistication. The state’s dramatic landscapes—sprawling deserts, red-rock canyons, and snow-capped peaks—create a backdrop that feels both cinematic and serene. Albuquerque offers rich artistic traditions, vibrant festivals, and world-class cuisine. A common question in the area you’re bound to hear is “red or green?” referring to their famous chili.
Elegance Limousines chauffeurs at Eldorado Hotel in Santa Fe, N.M. “More than chili though, New Mexico has one of the largest hot air balloon festivals in the country. It’s something that most people don’t get a chance to experience. We have about 700 balloons that come from all over, and it’s one of the most photographed events in the world,” says Lee.
With Lee’s gregarious personality, he’s become a familiar and well-regarded operator. Everywhere he goes in his community, he’s greeted by familiar, smiling faces.
“Again, I talk to everyone. I’ve been in sales my whole life and a wise manager always told me: ‘A closed mouth doesn’t get fed.’ And so, if you’re afraid to put yourself out there, you’ll never get where you want to go. The biggest thing is to greet everyone with a smile and a hello and you make friends very easily. I’ve made a lot of connections over time to where it’s just allowed us to be the name that people think of when they need something,” says Lee.
As a young operator, Lee has been eager to learn. He believes that joining the National Limousine Association (NLA) and taking part in CD/NLA events has been an invaluable investment for Elegance.
“Joining the NLA has truly been a great tool—simply put, if you don’t use it, you’re left behind. Everyone I’ve talked to goes out of their way to give you advice. The one thing that I’ve appreciated is that most in the industry started with a car. With operators learning from one another from one vehicle on up, it’s just been a different element of knowledge that is inevitable. You don’t necessarily have to get somebody to send you a client, but they generally will send you an idea,” says Lee.
The Albuquerque International Balloon Fiesta In 2025, Lee took part in the NLA’s Day on the Hill, which he describes in one sentiment: life changing.
“It puts you in perspective of doing something that’s bigger than yourself, your company, and your bottom line. Being able to walk in the halls of history and being a part of something that you never thought that you could do really opens your mindset. It’s an amazing experience everybody needs to understand.”
Similarly, Lee took another bold new step as he was a panelist at the 2025 CD/NLA Fall Show during The Owner’s Mindset: How to Stop Driving and Start Leading session. “The shows are everything to me. I think being visible is something that is extremely important: out of sight, out of mind,” he says.
But the owner is quick to point out that Elegance is not a one-man operation. He holds his staff in high regard, as they share his belief that customer service is not just an expression, but an experience. He particularly values General Manager Karim Abouzaid.
“I think he has helped tighten the ship,” says Lee. “Karim has definitely been somebody who understands the business as a whole and doesn’t work from an hourly perspective. When something needs to get done, he just steps up. So, he gets it done regardless of the time of day.”
Fortuitously, Abouzaid previously served as operations manager for Hyatt Regency Tamaya, and he was the person Lee contacted to work with the hotel.
“He sat down with me, gave me a chance to present myself, and asked ‘What makes you different?’ By the end of the conversation, I joked and told him that I’d be their top company, and if not, I’d buy them a bottle of spirits. Sure enough, we were number one. Eventually, he let me know that he left his company, and I told him, ‘Why don’t you meet me on Monday and we can talk about you working for me.’ We sat down and talked, and he thought it was a great fit,” says Lee.
Though he’s made his mark in just over four years of business, Lee gives some consideration to what he’d say to himself as a new operator.
“I’d borrow a phrase from Nike and say, ‘Just do it.’ I think everyone’s always afraid to try to do something new or put themself out there. But at the end of the day, you just have to go for it and see where the chips land,” he says.
When talking to Lee, his optimism and enthusiasm are contagious.
“I truly believe in positivity and law of attraction. We all can find something negative on a daily basis, but it’s finding the small things, like being able to wake up and get out of bed when somebody else can’t, because maybe their back hurts. Being able to know that you have a roof over your head when some people don’t. So just truly living life from a prosperous mentality, regardless of where you’re at—whether you have one car or 700 cars—it’s a matter of realizing that you’re making a change in the community. And that’s at the core of why everyone is doing this because they have a passion for what they do. But without focusing on the positive, everything can be a negative,” says Lee. [CD1225]
