In a rapidly evolving transportation landscape where convenience and reliability have become luxury commodities, Sirus Zolfonoon has positioned Ascend in Motion as the definitive solution for Southern California travelers seeking stress-free airport transfers. Founded in 2021, this CPUC-licensed and fully insured premium ground transportation company has just launched expanded services from Los Angeles International Airport to critical cruise and ferry gateways including the Port of Los Angeles in San Pedro, Port of Long Beach, and Catalina Island Ferry terminals. With over one million cruise passengers annually passing through these ports and cruise lines like Princess, Carnival, Royal Caribbean, and Norwegian expanding their Southern California sailings, Zolfonoon’s strategic expansion addresses a critical gap in reliable airport-to-port transportation. The company’s hybrid Toyota Sienna fleet and Mercedes-Benz Sprinter luxury options serve travelers from solo adventurers to groups of 14, while their LAWA permit enables authorized curbside pickups directly outside baggage claim—a significant advantage over rideshare services now relegated to the remote LAX-it lot. Under the leadership of COO Joseph Wilson and Zolfonoon’s vision, Ascend in Motion has differentiated itself through transparent flat-rate pricing, eco-conscious fleet strategy, and professional drivers trained in both airport logistics and cruise terminal access, creating a seamless bridge between air travel and Southern California’s booming cruise and island tourism sectors.
1. You founded Ascend in Motion in 2021 and have now expanded to serve over one million annual cruise passengers through LAX transfers to San Pedro and Long Beach ports, plus Catalina Ferry terminals. What specific market gaps did you identify in Southern California’s ground transportation landscape that led you to focus on cruise and ferry passengers, and how has the post-pandemic rebound in cruise travel shaped your business strategy and fleet expansion decisions?
Sirus Zolfonoon:
We founded Ascend in Motion in 2021 to address major gaps in Southern California’s ground transportation market. Too often, travelers arriving at LAX — whether heading to Disneyland Park, Universal Studios, San Pedro and Long Beach cruise ports, Catalina Ferry terminals, or neighboring cities like Santa Monica, San Diego, and Palm Springs — were left with few reliable, professional options. Rideshares lacked group capacity, consistency, and compliance. Many operators were not authorized for curbside pickup at LAX or lacked the required CPUC TCP license, leaving travelers with uncertainty and stress at the start or end of their trip.
Our vision was to create a premium yet accessible service focused on reliability, safety, and comfort for both individuals and groups. Post-pandemic travel trends reinforced this direction. With families and cruise passengers returning in record numbers, demand grew for professional LAX car service that could handle everything from airport transfers to resort shuttles and city-to-city trips across Southern California.
We responded by building a fleet exclusively of hybrid Toyota Sienna minivans and luxury Mercedes-Benz Sprinters. This mix allows us to serve families, groups, and larger parties while maintaining an eco-conscious footprint. Our professional chauffeurs are trained, tested, and focused on delivering a seamless travel experience, whether it’s a LAX to Disneyland shuttle, a Universal Studios transfer, or a return trip to LAX from San Diego.
To scale effectively, we invested in a modern reservation system with concierge and hotel integrations, giving travelers and partners confidence in every booking. Our LAWA curbside pickup permit, CPUC certification, and 5-star reputation on Google and TripAdvisor demonstrate our commitment to compliance and excellence.
For clients, we offer stress-free, competitively priced transfers across Southern California. For investors, our strategy captures a large and growing market by bridging air, land, and leisure travel with professionalism and trust.
— Sirus Zolfonoon & Joseph Wilson, Co-Founders, Ascend in Motion
2. Your company holds a LAWA permit that allows authorized curbside pickups directly outside baggage claim, while rideshare services must now stage at the remote LAX-it lot requiring passengers to board shuttles. As someone who secured CPUC licensing (TCP 41350) and full commercial insurance, how do you educate travelers about the advantages of regulated transportation services over app-based rides, and what role does this compliance play in building trust with families carrying heavy cruise luggage and travelers with mobility concerns?
Sirus Zolfonoon:
At Ascend in Motion, compliance is not a formality — it is a promise of safety, legality, and trust. Holding a LAWA permit for curbside pickups means our clients step directly from baggage claim into their reserved vehicle, while rideshare passengers must haul luggage to the LAX-it shuttle line and wait for shuttles. With our CPUC license and full commercial insurance, we show travelers — especially families with children, cruise passengers managing heavy bags, and those with mobility concerns — that we operate at the highest standard.
Educating travelers starts with transparency. On our website, in our confirmations, and through our concierge partners, we highlight that not all car services are legally authorized. For many clients, discovering that rideshares are not permitted curbside underscores the value of booking with a licensed provider. This compliance gives confidence not just in convenience but in accountability, professionalism, and insurance-backed protection. Our reputation on Google and TripAdvisor reflects that trust.
3. Ascend in Motion offers transparent flat-rate pricing to cruise ports and ferry terminals, eliminating surge pricing uncertainty that affects rideshare users. With cruise passengers often planning months in advance and needing cost predictability, how do you balance competitive pricing with maintaining service quality across your hybrid Toyota Sienna economy options and Mercedes-Benz Sprinter luxury fleet, and what operational strategies allow you to guarantee these fixed rates regardless of traffic or demand fluctuations?
Sirus Zolfonoon:
Flat-rate pricing is one of the cornerstones of Ascend in Motion. Cruise passengers, in particular, value knowing exactly what their transfer from LAX to San Pedro, Long Beach, or the Catalina Ferry terminal will cost months before their sailing. Unlike rideshares, where surge pricing can double costs without warning, our clients receive fixed, competitive rates.
Balancing competitive pricing with quality comes from operational efficiency. Our hybrid Toyota Sienna minivans reduce fuel costs and environmental impact, while our Mercedes-Benz Sprinters provide luxury and group capacity. Behind the scenes, we optimize fleet rotation, scheduling, and route management to absorb fluctuations in traffic and demand. This efficiency allows us to maintain fair rates without compromising service. Every rate is backed by professional chauffeurs, punctuality, and vehicles equipped for group and luggage needs.
4. Your fleet strategy emphasizes sustainability with every Toyota Sienna being hybrid while Mercedes-Benz Sprinters balance luxury with efficiency, serving groups up to 14 passengers. As environmental responsibility becomes increasingly important to travelers, how does your eco-conscious approach differentiate Ascend in Motion in the premium transportation market, and what specific sustainable practices beyond hybrid vehicles have you implemented to align with the values of modern cruise and island travelers?
Sirus Zolfonoon:
Our commitment to sustainability extends far beyond simply operating hybrid Toyota Siennas. Every decision we make reflects a responsibility to reduce environmental impact while serving travelers who increasingly value eco-conscious choices. Families heading to Disneyland, groups traveling to Universal Studios, and cruise passengers alike appreciate that their LAX airport transfer is both reliable and responsible.
Our Sprinters offer group efficiency — fewer vehicles needed for larger parties reduces total emissions. We also practice smart dispatching, minimizing deadhead miles by aligning pickups and drop-offs with driver location data. Regular fleet maintenance maximizes fuel efficiency and longevity. Additionally, we pursue partnerships with vendors that share sustainable practices, from eco-friendly cleaning products to digital-first reservations that eliminate unnecessary paper.
This combination of hybrid vehicles, efficiency strategies, and responsible operations sets us apart in the premium market. We offer travelers peace of mind that they are choosing both quality and environmental responsibility.
5. With cruise lines expanding Southern California sailings and Catalina Island seeing renewed popularity among domestic and international visitors, you’re positioning Ascend in Motion as the go-to ground transportation partner for this growing market. What’s your long-term vision for scaling operations to meet increasing demand, and how do you plan to maintain the personalized service quality and professional driver training that sets you apart as you expand to serve more ports, ferry terminals, and potentially other Southern California tourism gateways?
Sirus Zolfonoon:
Our long-term vision is to be the most trusted ground transportation provider across Southern California’s tourism gateways. As cruise lines expand in San Pedro and Long Beach, and Catalina Island continues to attract international and domestic visitors, Ascend in Motion is scaling capacity strategically.
Growth for us means expanding fleet size responsibly while maintaining the personal service that defines us. Each chauffeur undergoes professional training and regular testing, ensuring our service remains consistent as demand grows. Investments in technology allow us to scale without losing quality — from a modern reservation platform to concierge integrations with hotels and travel agencies.
Beyond ports, we see opportunity in connecting LAX to major leisure destinations — Disneyland, Universal Studios, Palm Springs, and San Diego — with the same reliability that has built our reputation. By combining compliance, sustainability, and service quality, we position ourselves as both a trusted choice for families and a scalable, investable brand for partners.
Sirus Zolfonoon’s strategic expansion of Ascend in Motion represents more than just adding new routes—it demonstrates how identifying and solving real transportation pain points can create sustainable competitive advantages in a crowded market. His focus on regulatory compliance, transparent pricing, and environmental responsibility addresses the core concerns of modern travelers who want reliability without compromising their values. By securing the necessary permits and licenses while building a divers fleet that serves everyone from solo travelers to large groups, Zolfonoon has created a transportation company that scales with demand while maintaining service quality. As Southern California’s cruise and island tourism sectors continue their post-pandemic growth, his emphasis on professional drivers, curbside convenience, and flat-rate pricing positions Ascend in Motion to capture significant market share from both traditional taxis and app-based services. The company’s success story illustrates how entrepreneurs can build lasting businesses by prioritizing customer experience and regulatory compliance over quick growth, creating a foundation for sustained expansion in the competitive ground transportation industry.
To learn more about premium LAX transfers and book your cruise port transportation, visit ascendinmotion.com
