L.A. Rush celebrates California car culture, by highlighting popular, real-life vehicles of the muscle, tuner, and exotic scenes. Backed by West Coast Customs and Rides Magazine, the game features exclusive, "pimped out" autos seen on television and tours. It also encourages virtual racers to express themselves, by customizing their own cars with a selection of modifications and accessories. A story mode has players stealing back 30 custom cars that were taken from their garage, and regaining "street cred" by roughing up the guilty parties in "Retribution" racing missions. A split-screen head-to-head mode lets two players race against one another on tracks unlocked in the story mode.