Luxury car buyers find more value in customisation

Automotive personalisation takes luxury to new heights, blending craftsmanship, innovation, and self-expression

In luxury, personalisation adds an exquisite touch that transforms opulence into a tailored experience. Whether it's bespoke fashion, custom-designed residences, or one-of-a-kind accessories, personalised luxury offers a unique sense of exclusivity. However, few domains exemplify this concept as accurately as the world of cars when it comes to personalisation. With a rich history of individualisation and the constant pursuit of excellence, automotive personalization takes luxury to new heights, blending craftsmanship, innovation, and self-expression.

The history of custom luxury

The practice of personalising vehicles can be traced back to the early 20th century when the privileged few sought to distinguish themselves through lavish modifications to their automobiles. Back then, custom bodywork, personalised interiors, and unique paint jobs became signs of status and individuality. 

Today, the art of automotive personalisation has evolved exponentially. Luxury car manufacturers understand that discerning clients crave exceptional performance and comfort and an extension of their personality in their chosen vehicle. 

To pursue personalised luxury, renowned automakers collaborate with master artisans, blending traditional craftsmanship with cutting-edge technology. From hand-stitched leather upholstery to meticulously sculpted wooden veneers, every element of the car's interior must exemplify attention to detail. The end product is usually a harmonious synergy of textures, colours, and finishes that create an ambiance as unique as the owner’s preferences.

The OG 

Rolls-Royce is well-known for its sophistication and a vast selection of personalised options celebrating its most successful year (2022) in the marque's 118-year history. Clients from around the world explored the virtually limitless possibilities of bespoke personalisation, resulting in a record total value of commissions for a single year. Patrons can choose from exclusive paint colours, including the eye-catching ‘fux fuchsia,’ and add intricate bespoke embroidery to their seats. Rolls-Royce's team of skilled artisans, including leatherworkers, embroiderers, and woodworkers, bring these visions to life with exceptional craftsmanship and attention to detail. It should be noted that it can take anywhere from six months to a few years to customise a luxury car. The Phantom, the brand's flagship model, can be transformed into a personalised sanctuary perfectly tailored to the owner's unique preferences.

"Our bespoke collective of designers, engineers and artisans is our greatest and most precious asset–truly exceptional people who push the boundaries of craftsmanship, material and technology in their constant pursuit of perfection. Every car which leaves the home of Rolls-Royce is bespoke, says Torsten Müller-Ötvös, Chief Executive, Rolls-Royce Motor Cars.

The many ways to customise a car

Range Rover's SV division offers exceptional personalisation options through their SV Bespoke program, allowing customers to create their unique version of the iconic Range Rover SUV, from custom exterior paint finishes like ‘Spectral British Racing Green’ to personalised interior trims with the finest materials. The  program combines Range Rover's renowned off-road capabilities with bespoke luxury, resulting in a rugged and refined vehicle. Customers can choose from various options, including custom embroidery on seats, personalised monogramming, and handcrafted wood veneers. Range Rover collaborates with master artisans to ensure that each Range Rover SV Bespoke vehicle is a one-of-a-kind expression of the owner's style and taste. This program exemplifies Range Rover's dedication to delivering an elevated, personalised luxury experience.

Geraldine Ingham, Managing Director, Range Rover, says, “Range Rover is synonymous with exclusivity and luxury. Now, with the new SV Bespoke commissioning service, we invite our most discerning clients to become the creator of their truly unique vehicle, choosing the finishes they desire and being guided by our design team. By blending enhanced personalisation with peerless refinement and unmatched capability, Range Rover continues to deliver the ultimate in modern luxury.”

A unique offering

Aston Martin, a well-known brand for its exquisite and high-performance sports cars, provides a unique program called ‘Q by Aston Martin.’ This program empowers customers to design their dream car by selecting from a range of exclusive finishes, custom colours, and personalised interior trims. Their skilled craftsmen ensure every detail of the vehicle is in line with the customer's vision, resulting in a car that represents their unique personality. The Q by Aston Martin program showcases the brand's dedication to personalised luxury, from individually crafted upholstery to bespoke carbon fiber components.

"This is our version of creative performance design and precision craft at their finest–with sights and sounds, shapes and forms, and vivid colours and textured materials–all presented using the latest technology to provide customers with the engaging Aston Martin experience that they deserve," says Marek Reichman, Executive Vice President and Chief Creative Officer of Aston Martin.

An age-old luxury offering in the car market, Porsche, which values personalisation and understands its importance. That's why they offer customisation options through their Porsche Exclusive Manufaktur division for models such as the 911, Cayenne, and Panamera. Customers have various choices for exterior colours, wheel designs, and upholstery. The unique experience also extends to the interior, where customers can pick from materials like Alcantara, leather, or wood trims. Porsche's dedication to personalisation ensures that every vehicle leaving the production line is tailored to the owner's individual tastes and preferences.

In the modern era, personalisation goes beyond aesthetics and extends into the realm of technology. From advanced infotainment systems and cutting-edge connectivity options to personalised driving modes and intelligent assistance, luxury cars have features that adapt to drivers' preferences. Customisable digital displays, intuitive controls, and tailored driving dynamics all contribute to an immersive and personalised driving experience. 

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