The Popularity of Personalization

Today, exclusivity is being taken to a whole new level. While only very few can afford to purchase a 6-figure car, many of those discerning individuals ask for an extremely custom product. Bespoke personalization lines are now becoming increasingly popular among premium manufacturers and consumers alike.

There is one primary reason why automakers like to offer personalization programs. Not surprisingly, automakers make a lot of money on these extra and exclusive items. Manufacturers can warrant charging a fortune on these special items as they are not mass produced, but instead personalized for the owner. The difference in production costs and the price the consumer pays is even larger than what is seen on the "standard" option list. This additional profit from customer options is even more important to brands with limited vehicle output. 


Buyers love these personalization programs too. Customers want to have a car that is unique to them which fits their taste and lifestyle. For the ultra-premium brands, pretty much anything the customer desires can be done. It is not uncommon to get any color or combination of colors one, wants both exterior and interior. Many buyers are having their name engraved into the door sill plates or head rest. Some even are encrusting fixtures in carbon fiber, gold, or diamond. In some cases hardware has been added or changed. The possibilities are endless. And all of this comes right from the factory so it is seamlessly integrated. 


Take rates for exclusive options has never been higher. For instance, over 90% of Rolls-Royce Phantom orders are through their bespoke program. It is not just the exotic automakers offering this, albeit others are to a lesser extent. Programs like BMW Individual and Porsche Exclusive offer a similar concept while providing the same benefits for both parties. For money, anything can be done!