Growing Trend: Super-Rich Demand Unprecedented Customization for Their Rolls-Royces and Lamborghinis

Luxury automakers, including Lamborghini, Ferrari, Bentley, and Rolls-Royce, are experiencing heightened demand for extreme levels of personalization from the super-wealthy. Despite global economic fluctuations, these automakers are thriving as the ranks of the ultra-rich expand, with Lamborghini achieving a historic milestone by selling over 10,000 vehicles last year. The secret to their success lies in catering to the exclusive preferences of the elite.

Instead of merely choosing colours from a standard menu, affluent buyers now engage in unparalleled personalization, ensuring their supercars or ultra-luxury SUVs are truly one-of-a-kind. This extends beyond interior and exterior colours, allowing buyers to dictate unique features and designs, sometimes resulting in cars built in single-digit numbers exclusively for them.

Lamborghini, Rolls-Royce, and Bentley have not only achieved record sales but also witnessed a surge in individually customized cars. These bespoke vehicles often cost double the already high base price, with customers willing to invest in exclusivity.

“We are limited in terms of market size and segments. So we have to get the most out of every single car,” states Lamborghini CEO Stephan Winkelmann.

Ferrari’s recent earnings boom is attributed, in part, to its vehicle personalization program, boasting revenues of $6.46 billion and a profit of $1.36 billion in 2023. The company anticipates further growth in 2024, fueled by its newly launched Purosangue SUV.

This luxury car market targets an elite group of individuals, estimated to be around 400,000 globally, with at least $30 million in potential spending. Analysts predict an increase in this affluent population, reaching 528,000 by 2028.

Automakers understand the necessity of continuously innovating and offering new features, options, and extras to justify charging higher prices to their wealthy clientele. This trend of extreme personalization has become a key driver behind the unexpected earnings growth in the luxury auto industry.

The personalization options available for brands like Lamborghini go beyond conventional choices. Lamborghini’s Ad Personum program allows customers to request “paint-to-sample” colors, matching their cars to fabrics, leathers, or even specific objects. Technological advancements in paint now enable intricate effects, subtle tones, and the inclusion of materials like crushed Swarovski diamond dust.

The demand for customization is also evident at Bentley, where nearly three-quarters of customers requested custom options beyond the brand’s extensive list. Rolls-Royce, known for its Bespoke program, creates highly customized cars, often involving direct collaboration between clients and designers.

While this level of customization is more common for hand-made luxury cars, it necessitates a delicate balance for automakers, considering production timelines and the need to maintain exclusivity. Nevertheless, the shift towards extreme personalization remains a driving force in the luxury automotive industry’s continued success.