Bentley Mulliner designer Hugo R Chizlett recalls a unique customer request where the design manager traveled to Texas and was given a lump of sandstone. The customer desired a car that matched the color of their house, and Bentley’s bespoke Mulliner service was happy to accommodate. Chizlett humorously mentions that the design manager had to pay extra due to overweight luggage.

There is significant profit to be made from customizations, leading ultra-luxury brands like Bentley, Rolls-Royce, Aston Martin, and Mercedes-Benz’s Maybach unit to go the extra mile. They are now sending members of their design teams directly to customers during the car purchase process, creating opportunities to sell highly profitable personalized options.

To facilitate this approach, brands like Rolls-Royce, Maybach, and Aston Martin are even establishing their own luxurious spaces in close proximity to their customers’ locations, which maintain a direct connection to the brand headquarters.

It’s important to note that this model isn’t a direct-selling, agency-type format.