Sure is memorable, and easily branded. I don't know the limo market really. It would seem it would be good for people who rent limos once or twice in their lives (i'm thinking proms and possibly weddings). Wouldn't be a name for the limo companies that cater to biz execs etc. (Sorry, but for a limo company, it's got something of a cheesy quality about it ... that's why I'm thinking parents putting out for their kids proms, etc.) In any case, a pretty good name, I think. I could see low $xxx (maybe even mid- $xxx). As always, however, if you find just the right person, could go for more.