More super rich than ever before are ditching those luxury supercars you can buy off the forecourt and instead are customizing their rides to maintain that exclusive edge.
In the battle for exclusivity, high-end carmakers have tried offer bespoke services and ultra-luxe models.
Auto groups such as Ferrari are increasingly offering a personalized service when it comes to their top-of-the-range models. Earlier this month Rolls-Royce said in a statement that bespoke personalization was at its highest levels and the majority of customers asked for cars to with custom designs.
But the former CEO of Lotus told CNBC that the majority of carmakers cannot carry out the modifications that the one percent is after—and designing for the super rich will sometimes cost as much as the original.