The rise of customization is driving record profits across the super-car segment, from Rolls-Royce and Ferrari to Lamborghini, Aston Martin and McLaren.
Still flush with cash from Covid, and eager to own one-of-a-kind rides that stand out from the pack, today's wealthy car buyers are willing to pay steep prices for special details.earnings call, Ferrari said its adjusted EBITDA got a boost of 85 million euros, or about $91.6 million, from "higher personalisations whose contribution exceeded our projections."
Bentley's Mulliner Edition department at the company's Crewe factory is turning out record numbers of one-of-a-kind Bentley's with special paint colors, metal finishes and embroidery. Some clients want their names or family crests embroidered on the seats. Others want special interior lighting, or carbon-fiber details.
"The whole world of luxury is changing," he said. "It's not just cars, it's fashion, everything. If customers are going to spend that kind of money on something, they'd rather pay a little more for the upgrade or option to have something truly special."
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