High-end car brands are getting rich and it's not because of rising prices: the rise of luxury tuning

In a world where exclusivity and customization have become synonymous with status, the automotive industry has taken good note and has launched initiatives unprecedented to date in the high-end car sector: the 'tuning' of luxury cars.

The hyper-customized car trend is gaining momentum, and wealthy customers are willing to invest astronomical amounts of money to make your vehicle a unique piece in the world. This has caused the profits in the sale of luxury cars to skyrocket, not so much because of the number of units sold, but because of the amount of the “extras” that they now offer.

It is no longer a Rolls-Royce, it is “your” Rolls-Royce

Hyperpersonalization in the automotive industry is a phenomenon that reflects the human desire for individuality and exclusivity. Until recently, the customization options for luxury brands such as Ferrari, Bentley or Rolls-Royce did not go beyond choosing the color of the paint, the wheels or the type of upholstery of the car.

Interior with handmade embroidery of a Rolls-Royce

In 2023, Ferrari recorded a record profit of 1,260 million eurosof which some 460 million euros came entirely from customizations of their cars. Bentley found itself in the same situation, with a profit of 589 million driven by what the company's executives described as an “astonishing” rise in spending on customization.

The business opportunity in this segment is such that, even a brand as secretive about the style of its cars as Rolls-Royce, has created a division dedicated to satisfying the personalization desires of its customers, tripling the final amount of the invoice when purchasing one of their cars.

Roof with a constellation of Rolls-Royce LED lights

Exclusive customization options, such as drawing a constellation of stars formed by thousands of small LED diodes inserted in the ceiling upholstery, or decorating the interior with unique handmade embroidery are whims within the reach of very few that, now, the manufacturers themselves offer to their customers. customers.

Materials of the future, craftsmanship of the past

Beyond creating new departments dedicated exclusively to customizing every detail of the car to the customer's taste, manufacturers have had to adapt your assembly lines to new customization demands.

One of them is the integration of carbon fiber parts into the bodywork. “Our customers care about it because it's lightweight, but it's also beautiful,” declared Benedetto Vigna, CEO of Ferrari to Financial Times. The brand

The level of customization is such that you can even modify the body of the vehicle to, for example, modify the aesthetic line of the rear of the car.

Carbon fiber has become a recent trend, appreciated for its lightness and beauty. Two years ago, Ferrari had to modify its supply chain to offer a carbon fiber alternative for certain parts of the body, the interior of the cabin and even for the seats, in addition to the usual options. Something totally unthinkable for a manufacturer like that of the 'prancing horse', famous for being strict with the aesthetics of its models.

The high-end customization industry requires specialized artisanal labor to carry out custom embroidery, carvings and work on fine woods or carbon fiber modeling, so manufacturers obtain large profit margins from it.

The pandemic has left a mark on the collective psyche, with many adopting the “YOLO” (You Only Live Once) philosophy. “In Italy we say Carpe Diem. “You make money, you can make good investments in stocks, bonds, real estate, but your life expectancy is limited, so you also have fun,” saidthe CEO of Ferrari to Financial Times.

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Image | Rolls-Royce, Ferrari