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Empire Coach/Tortora Limousine

Posted on March 1, 1985 by LCT Staff

Page 1 of 2

The Empire Coach/Tortora Limousine story began in 1949 when Tony Tortora opened a small shop specializing in automobile body work and upholstery. Gradually, the company accepted a growing number of orders for custom vehicles which included a Corvette-shaped Eldorado, Woody Allen’s Nova limousine in the movie Broadway Danny Rose, vintage Packard limousine conversions, and enough other exotic projects that Tony added the equipment to fabricate all of the custom metal parts that were needed. “We learned how to make any automobile feature that a customer could want,” he remembers.

Tony’s Brooklyn facility also became the primary service facility for limousine dealers and operators in the New York area. Working on limousines from all the major coachbuilders in the country, it seemed that many of the cars had the same design problems. In addition to noticing typical problems on the cars, Tony, and his son Al, also noted which features were well designed and suited for livery operations. When they decided to enter the limousine market five years ago, they adapted all of the most successful ideas into their cars and began to develop a strong following which has since spread through many of the eastern states.

Now, Empire Coach builds nearly one hundred cars a year in addition to remaining a busy facility for limousine servicing. They handle all aspects of production except balancing driveshafts. “We’re continually making changes,” says Tony. “We get a lot of ideas from operators, and we’re always trying new features, but we won’t let anything new out until we’re sure it’s an improvement. It takes a lot of doing,” he continues, “but we have one of the best cars on the road today.”

Empire limousines, explains Marsha Tortora who handles marketing, are available in Lincoln or Cadillac rear wheel drive versions and have a standard stretch length of 46 inches. Marsha expects a significant increase in Lincolns in ’85 as “people who never would have considered Lincolns a few years ago have begun switching over from Cadillacs. The Lincoln is a bigger car and has a chassis that builds out into a smoother riding limousine. We generally build Lincolns for our stock cars,” she says. “We even have Cadillac dealers calling for Lincolns,” adds Al.

“Ninety-five percent of our customers are livery operators who want a stylish limousine with a lot of interior features,” according to Marsha, “so our standard models include a bar, color television, stereo, ice bucket, wine rack, glass partition, reading lights, tinted windows, and crystal glassware. When people call, they generally want a loaded car. They say ‘Do you have a blue limousine, and does it have this and this…’ They sometimes don’t even ask whether it’s a Lincoln or a Cadillac. They usually want to know what kind of bar it has, and the other options they usually want are a video cassette recorder and a sunroof.” “Operators have gotten past the desire for the cheapest possible car,” Al says. “They know that the market demands most of the interior accessories,” Marsha adds that “Only about one call out of a thousand wants a stripped car.”

All of the Lincolns and Cadillacs from Empire include the factory towing package, tilt and telescopic steering wheel, and cruise control. The bar is the main difference between the models Empire offers. Corner bars will be standard in ’85, with both wood and chrome finishes available. Empire also featured a custom mirrored bar at the ’84 Limousine & Chauffeur Show which has one of the most elegant finishes in this year’s market.

Tony, Marsha, and Al each contribute to the development of new appointments, such as the mirrored bar with its attractive recessed lighting, and they feel strongly about the need to stay personally involved with their product. This is one reason that the company plans to limit growth. “You can’t double production without losing something,” says Al. “We are proud of our cars and of how well made they are,” continues Marsha. “That’s why we only take our own cars in trade. Customers appreciate the way we stand behind our limousines.”

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