Why the ultrarich spend millions on custom Rolls-Royces

Ultrarich buyers are increasingly spending millions on custom Rolls-Royces, far beyond the carmaker’s starting price of about $370,000. While many vehicles include high-cost options, the article highlights owners who pay aftermarket firms more to modify cars than they paid for the base vehicle itself. Rolls-Royce’s personalization extends to details such as hand-painted coachlines and light-filled ceilings, and the company can also build one-off coachbuilt models that reportedly cost tens of millions of dollars. Nearly every vehicle leaving the Goodwood factory is personalized, according to the report. Rolls-Royce is also investing $400 million to expand its bespoke operations as wealthier customers seek products no one else can own.