Custom is the New Black 🏎

The top 1% are bored with standard supercars.
May 1, 2024
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Rolls Royce's Boat Tail model - picnic in the trunk

The rich are bored with standard supercars. Instead, they are increasingly requesting customizations or “bespoke” cars to stand out from the pack.

Bespoke is more than a paint color or blacked-out tint job. Customers are asking for unique wood inlay designs, diamond dust in the paint, and built-in cabinetry to keep their champagne chilled.

For them, custom is the new black, per CNN:

  • Rolls-Royce plans to add five new buildings to its factory in part so it can store more exotic materials for its luxury customization program
  • Bentley customer customization requests increased by 43% in 2023 from the year before
  • Lamborghini and Ferrari have reported increased levels of interest in customization programs

The shift to custom aligns surprisingly well with supercar business models. Advanced customizations allow supercar makers like Rolls-Royce to increase the average amount customers pay for their cars while keeping supply controlled to maintain their brand's exclusivity.

Rolls-Royce’s revenue has increased faster than the volume of cars it produces due to customizations costing more and taking longer to build. Rolls-Royce’s average revenue per car has increased 43% from $350,000 in 2020 to $500,000 in 2023, while its total vehicles sold only increased by 17% in that same period.

How custom will they go? There really is no limit as long as the price is right. Rolls-Royce created an entirely new car, the Boat Tail, for three buyers, each costing around $25 million.

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