Mad Enough to Try: DAYZERO with Lex Pedersen

This week on DAYZERO, Gus sits down with Lex Pedersen, founder of Chrome Temple, to detail his journey in growing a private equity-style fund built around rare and collectible automobiles.

Lex shares how a modest personal collection riddled with maintenance headaches led him to build an automotive butler service, and how that quickly evolved into something far bigger. He walks through the investment science behind rare cars, why his lead analyst deliberately knows nothing about them, and how scarcity, provenance and the J-curve drive every acquisition decision the fund makes. 

Lex also opens up on the lessons carried forward from his first business, and why underneath all of it, Chrome Temple is less about cars and more about giving the world's biggest unhoused passion a place to call home.