The Ultra-Wealthy Are Investing In a Unique Luxury: Custom-Built Cars
Written by
Heather Altamirano
Edited by
Amen Oyiboke
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The ultra-wealthy are elevating the exotic car experience to the next level. High-end, expensive vehicles have long been a symbol of wealth, but now it’s not just about status; it’s about owning a one-of-a-kind masterpiece, such as custom-built cars, also known as bespoke automobiles.
Instead of choosing from a mass-produced selection of cars, elite buyers are teaming up with luxury brands to create personalized vehicles tailored to their preferences, and the industry is booming. While the market is driven by wealthy individuals seeking specialization, a custom-built car is also a sound investment.
According to Growth Market Reports, the global bespoke market hit $4.85 billion in 2024, and finance expert, Danny Ray, founder of Pinnacle Quote, isn’t surprised.
“Wealthy individuals are turning to custom-built cars because it’s one of the few purchases that blends passion with exclusivity,” he said. “For high earners, that uniqueness often holds more value than the sticker price — a custom build isn’t just a car, it’s a statement piece that reflects personality, heritage, and prestige.”
Brands like Lamborghini, Bugatti, and Ferrari are catering to the super-rich and have programs that meet the needs of the growing demand for bespoke vehicles. Rolls-Royce is also in the game and has a starting price of $400,000. The brand is selling so many that the company is investing $370 million in its United Kingdom factory to accommodate its wealthy customers, Quartz reported.
Custom-Built Cars Don’t Depreciate
New cars typically go down in value 30% over the first two years, according to Kelley Blue Book. Additionally, “the depreciation of production cars begins immediately after dealership delivery, as identical models are readily available in large numbers on the market,” said Alan Gelfand, owner of German Car Depot.
However, custom-built cars are different.
“Rare custom builds can appreciate over time if tied to iconic brands, limited production, or extraordinary craftsmanship,” said Ray. “For example, a Ferrari or Porsche that’s been commissioned through their bespoke programs often resells at a premium years later because collectors value originality and rarity.”
Gelfand added, “The value preservation of these vehicles depends on their rarity, combined with expert craftsmanship and documented origins.”
He further explained, “Such vehicles built by respected coachbuilders or connected to luxury brands, including Mercedes, Porsche and Rolls-Royce, tend to appreciate in value similarly to high-end watches and collectible artworks.”
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Not an Immediate Investment Return
Besides the flashy status, a custom-built car can be a profitable investment, but the return isn’t always immediate, Ray noted.
“Many wealthy buyers see these cars as lifestyle investments and they leverage them for networking, brand building, and even access to exclusive communities,” he said.
Furthermore, the emotional return on investment is substantial, driving or showcasing a one-of-a-kind vehicle offers an experience and sense of fulfillment that’s hard to put a price on.
Ray added, “So, while not every custom car guarantees a financial windfall, the ultra-wealthy are less concerned with immediate profit and more focused on the blend of exclusivity, passion, and long-term potential value.”
Why the Industry Is Exploding
The bespoke car industry’s massive expansion is happening for a few different reasons.
“The worldwide creation of wealth has gained momentum, particularly in the Middle East, Asia and the United States. The ultra-wealthy choose to purchase exclusive items beyond luxury products,” said Gelfand.
The exclusive nature of custom-built cars provides owners with something that no other person has. Another factor contributing to the mega boom is the evolution of automotive technology.
“Independent builders together with manufacturers now possess the capability to implement modern performance systems and hybrid powertrains as well as sustainable materials into their bespoke creations, which provide customers with state-of-the-art engineering and personalized design,” said Gelfand.
Additionally, custom-built cars can be a good investment.
“They serve as physical assets for collectors because they unite personal passion with investment potential since rare vehicles frequently fetch substantial prices at auctions,” said Gelfand.
As the demand for personalized luxury grows, expect more of the ultra-rich to steer towards these one-of-a-kind cars as not just an investment, but a statement of identity and an expression and style.
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