In the sophisticated world of luxury cars, customers attach great importance to a personalised experience. Research shows that owners of a car in the exclusive segment consider customisation in interiors many times more important than owners of a car in the mass market. Where did this personalisation come from? And what options are available to the perfectionist today?
Pioneers of Custom Cars
The fascination with customising cars originated in the late 1930s and 1940s, an era marked by the ambitions of innovators such as Frank Kurtis, George DuVall and Jimmy Summers. These pioneers of early custom cars revolutionised their bold customisations, such as:
- ‘chopped’ windshields
- ‘padded’ roofs
- ‘inset’ number plates
Their pursuit of individuality and luxury through subtle but significant changes laid the foundation for today’s personalisation of luxury cars. This heritage still inspires the way we transform luxury vehicles today, with each customisation reflecting personal style and preference, building on a rich tradition of craftsmanship and creativity.
