Unlimited Motors Builds Success Through Integrity & Community
Photographer / Stephanie Duncan
Featured Photo: Studio 13 Photography, Progress Studio
Unlimited Motors has become a familiar name in central Indiana, with dealerships in Westfield, Fishers, Noblesville and Elwood. Known for its clean inventory and loyal base of repeat customers, the business has grown steadily since 2006 under the leadership of Adel and Angela Elhaj. What began with six cars on a small lot has developed into a multi-location operation, capped this year by the opening of a 50,000-square-foot flagship in Westfield.
The story of Unlimited Motors is also the story of the couple behind it. Before Angela was co-owning one of the area’s most recognized independent dealerships, she was learning the ropes in her first job in the industry. In 1996, she was answering phones, setting appointments and filling in wherever she was needed. Within a few years, she could handle nearly every part of the dealership, from helping customers and closing sales to arranging financing and marketing. To Angela (Angi, to most), that early experience shaped how she thought about the industry. It wasn’t just about moving cars off a lot — it was about making sure people felt respected when they walked in the door.
Adel Alhaj’s path looked different. He grew up in Lebanon, then moved to Texas, where his brothers were in the restaurant business. By 2005, he had made his way to Indiana, where friends connected him to a job in a body shop. That same year, Angela brought her car in for repair. The two met, hit it off and dated for 53 days before getting married.
“I was always on the sales side and he was always on the repair side,” Angela says. “We started buying cars, fixing them and selling them on the side. Eventually we had too many cars to keep up with, so we opened our own dealership.”
In 2006, Unlimited Motors opened with six cars. Adel was handling the buying, detailing and photos while Angela managed sales, financing and titles. They were raising their first child at the same time, juggling late nights and long days, with little help beyond each other. What they lacked in scale they made up for in determination.
They also made a decision early on that shaped the company’s future: they would not take on debt.
“No bank loans, no family money, no partners,” Angela says. “If we sold a car, we put the money right back into the business. We were so against debt. We just reinvested and kept building.”
Nearly 20 years later, Unlimited Motors has grown to four locations in Westfield, Fishers, Noblesville and Elwood. Their newest and largest, the Westfield dealership, opened this year. At 50,000 square feet on nine acres, it has room for both sales and service—a reflection of how far they’ve come from that first tiny lot.
Even with the growth, the core of the business hasn’t shifted. The Elhajs set a high bar for the quality of cars they sell, but more than that, they’ve built a culture around treating every customer the same.
“It doesn’t matter if someone’s spending $5,000 or $200,000,” Angela says. “They should feel comfortable, not pressured.”
Over the years, they’ve watched families come back again and again, moving from starter cars to luxury vehicles and often bringing their kids when it’s time for that first car.
“Seeing that kind of trust develop over time is special,” Angela says.
Part of what makes customers return is the way the Elhajs handle the process. Buying a car can be intimidating, especially for people who have had financial challenges.
“We don’t want anyone to feel intimidated here or uneasy — we’re always going to be open and honest,” Angela says. “If we can do something, we’ll do it. If we can’t, we’ll say so. It’s that simple.”
The same openness extends to their staff. Employees know they can reach Adel or Angela directly, even late at night. That level of access is rare, but the Elhajs see it as essential.
“We’re not the type of owners who don’t want people to have our numbers,” Angela says. “If something comes up, we want to be available.”
That approach has helped them retain employees and give them room to grow. One worker who started as a lot attendant making $12 an hour now ranks among their top salespeople.
“We’d rather promote from within,” Angela says. “If you show up, learn and put in the effort, we’ll make sure you have the opportunity.”
Community involvement has also been part of the business from the start. Unlimited Motors has sponsored local causes and events, from neighborhood gatherings to Riverview Health’s colon cancer awareness fundraiser.
“We get a lot of requests, and we try to say yes when we can,” Angela says.
This year, they’ve taken that visibility a step further by becoming the official preferred dealership of the Indiana Pacers. The multiyear partnership includes signage inside Gainbridge Fieldhouse, promotions on replay screens and appearances from Pacers players at dealership events. For Angela, the collaboration is about more than exposure.
“It’s a branding partnership, but it’s also fun,” she says. “People get excited when they see the players at events. And yes, the Pacers do buy their cars from us.”
The Pacers hope to be part of Unlimited Motors’ grand opening celebration at the new Westfield location. The event begins Oct. 10 with a private gathering, followed by a public open house on Oct. 11. Pacers players are expected to join during the weekend.
For Adel and Angela, it’s not just about showing off the new building — it’s about marking a moment in the journey they started nearly 20 years ago.
“This building lets us create more opportunities for our team and serve more customers,” Angela says. “It’s a big step for us.”
From the red Pontiac Sunfire that was their first sale to today’s lot of nearly 800 cars, Adel and Angela didn’t take shortcuts and are proud of the culture and company they’ve built. They see it as a family operation that has grown one step at a time — by showing up, working long hours and treating people fairly.
For more information on Unlimited Motors, visit unlimitedmotorsgroup.net or call 317-578-2222.
Architect – Progress Studio Architecture & Interior Design
Interior Design – Carson Design Associates
Contractor – Capitol Construction
