Richard Rawlings and Jesse James are arguably two of the best-known players from the automotive reality TV scene, but it seems that they didn’t like sharing the crown, as they’ve had a turbulent relationship, known for public conflicts and fierce competition. Luckily for their popularity, the fans found great excitement in the drama resulting from the animosity between the two celebrities and what they represent, with Rawlings’ Gas Monkey Garage from “Fast N’ Loud” facing off against James’ West Coast Choppers from “Monster Garage,” notwithstanding the fact that their respective series’ names would’ve made more sense reversed.
Their rival personalities and competitive inclinations are further bolstered by the perfect storm of numerous other factors, such as the fact that their shops operate in the same state – Texas. Richard runs his business out of Dallas, while Jesse is based in Austin, with both of them having a sizable number of local customers. While they each have complete control over their respective city, the state itself is seemingly split in two, with each seeking to dominate the other. Finally, it goes without saying is that both shops build custom vehicles for their high-profile clientele.
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The eternal death-match
A significant event from the Rawlings-James saga took place during a bike-building contest, attended by both builders and various other celebrities. Everything was going smoothly until James made critical remarks about Rawlings and his staff, bringing his rival’s honesty and commitment to the trade into question, in front of an elite crowd at that, aggravating an otherwise peaceful conversation, as he attacked Gas Monkey’s in-house talent and business policies.
Of course the other didn’t turn away from answering the provocations, going on his own verbal rampage in retaliation. Rawlings has also fired shots at James in many interviews and on his program, often criticizing his image and challenging his reputation. For example, Richard once jokingly said\ that James, being from California, was trying too hard to fit into Texan culture, as he otherwise wouldn’t belong. Being as invested in his reputation as Jesse is, he took these remarks very seriously and never forgot a single unflattering word that Rawlings ever sent his way, always trying to put the heat back on his opponent.
A fully televised clash
The competition entitled “American Chopper Live: The Build-Off” brought even further attention to the quarrel, as Rawlings and Aaron Kaufman from “Fast N’ Loud” challenged Jesse James, Paul Teutul Sr., and Paul Teutul Jr. from “American Chopper” in this December event in 2012. Each team presented their unique car creations, hoping to wipe the floor with the opposition. This was the perfect opportunity for both of the entrepreneur’s egos to flare, as they not only had their personal reputations on the line, but also the very expertise that they’d made millions on.
Tensions remained high throughout the build-off, as each competitor tried to demonstrate their supposedly greater ingenuity and workmanship. What’s more, the nature of the event itself added to the great stakes and drama by being broadcast live from the Hard Rock Hotel & Casino in Las Vegas. Depending on who managed to captivate the crowd with their custom build, the winner would be determined based on the audience’s live votes from all over the country. With all of that in mind, one would be hard pressed to find a more competitive event between any other pair of business rivals.
Naturally, the already-heated atmosphere became unbearable for almost anyone else present, as Rawlings and James’ passions began to flare in spectacular fashion, inadvertently also entertaining the audience and making for a truly one-of-a-kind viewing experience. Their exchanges included blatant verbal insults and harsh criticism of one another’s work ethics and approaches to custom vehicle building. One of the main points of contention was who was more concerned with theatrics when it came to their creations, rather than actual workmanship that truly made a machine run the way it’s supposed to.
Following the event, even those who’d had no idea that Rawlings and James disliked one another were definitely in the know. It became apparent to everyone just how negative the energy between them had become, making any potential future collaborations a mere pipe dream. Even so, most of the fans argued that this had a positive influence on both of them, as it pushed them further in their pursuits of perfection.
No such thing as bad publicity
Both Rawlings and James have enjoyed thriving careers, some would say precisely due to, rather than in spite of their continuous conflict. Opening many locations and starting new businesses, Rawlings continued growing his brand with Gas Monkey Garage, which sent its creations to millions of households thanks to the outreach of “Fast N’ Loud”. James, meanwhile, has been a major player in the custom motorcycle field, despite various other personal and professional obstacles, including a high-profile divorce from actress Sandra Bullock. His reputation keeps him at the top of the business regardless, and it can’t be said that either of the two has less of a reason to mind the other.
Their animosity has long since evolved to be represented through their individual public appearances, and even social media posts, in addition to the customary personal insults and competitive activities. Both have used their platforms to snipe extensively at the other. The most frequent narrative coming from James is that Rawlings is all talk and no walk, coming up with overly extravagant builds just to garner attention for something that isn’t really as great as it seems. On the other hand, Richard never misses an opportunity to state that Jesse is nowhere near his money’s worth, ascribing his reputation to a slew of inflated stories that in the end don’t make up the master craftsman he portrays himself as.
Then again, there are theories that the two have fabricated their beef in order to boost their own careers and online influence. For example, Rawlings once famously called out James for his remarks about other custom vehicle builders, and his tendency to offend those he deems less competent, after which the other builders’ supporters responded across the comment sections, in a sequence of back-and-forth arguments defending their favorites. In the end, this cyberspace battle only helped raise greater awareness of both celebrities’ programs and initiatives, neatly boosting both their profiles. That said, there really is no substantial evidence for this theory, other than the fact that it makes complete sense.
In that vein, there have indeed been times when the rivalry seemed to be more for show than a real dislike. Though they don’t get along personally, Rawlings and James have sometimes indicated that they admire one other as builders and businesspeople, realizing the entertainment potential of their rivalry. It’s also without question that both of them understand how reality TV works very well, seeing as their entire careers have been built in the genre.
Different vision, similar lives
Their competition is also clear to see through the massively different techniques and styles they apply while developing their creations. Often concentrating on speedy turnarounds and flamboyant, quick-to-market constructions, Richard is well-known for his fast-paced, high-energy approach to automobile building. James, on the other hand, frequently takes more time to finish his tasks but guarantees that every element is flawless and enjoys his protracted workmanship and attention to detail. The two have ceaselessly argued about this stylistic difference, as each feels their method is better, which is probably what defines their conflict at its core.
On the other hand, their private lives aren’t drastically different, and the fans have drawn parallels on numerous occasions, even though that’s also what they use against one another. Both have been under public criticism for their personal choices and relationships, which have invariably been weaponized in their arguments. Richard will never hesitate to bring up Jesse’s high-profile marriage and later divorce from actress Sandra Bullock, seeing as these events attracted a lot of media coverage. Similarly, Rawlings’ several marriages and commercial contacts haven’t been spared by the other side either.
Their respective audiences obviously enjoy the physical, vehicle building contest, as well as the continuing repartee!
