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According to Bloomberg analyst Michael Dean, profit margins on vehicle customization options for ultra-luxury automakers can be 50% or higher.
Ultra-luxury automakers like Rolls-Royce, Bugatti, Lamborghini, Ferrari, and Aston Martin have made extreme vehicle customization a core part of their business strategy.
Ultra-luxury automakers are focusing on extreme customization to increase revenue from their existing client base, as they do not anticipate enormous growth in the number of ultra-high-net-worth individuals.
Rolls-Royce is nearly doubling the size of its production facility in Goodwood.
Despite nearly doubling the size of its Goodwood facility, Rolls-Royce does not plan to significantly increase its annual vehicle production volume.
The primary purpose of Rolls-Royce's Goodwood facility expansion is to increase its capacity for bespoke vehicle customization.
Bugatti has opened a dedicated sub-office to manage commissions for one-off and limited-run custom vehicles.
Aston Martin, Ferrari, Rolls-Royce, and Lamborghini are opening brand centers in major cities like New York to cater to their top clients.
Lamborghini's stated goal for its New York brand center was to increase the level of customization on vehicles by 50%.
Customers commissioning one-off vehicles from brands like Ferrari or Rolls-Royce are buying access to company designers and executives, not just a unique car.
Brett Berk believes the styling of Jaguar's upcoming electric sedan will be controversial, with some angles looking elegant and others, particularly the front and rear, appearing unresolved.
Brett Berk expects Jaguar will release an electric SUV relatively quickly after its new electric sedan.