As the world’s ultra-rich individuals continue to drive demand for the most exclusive and bespoke vehicles on the market, luxury automakers are responding with increasingly elaborate forms of customization. Rolls-Royce, in particular, has seen a significant increase in bespoke features over the past decade, with the average transaction price of a new Phantom rising from less than $300,000 to over $500,000 in North America. But what exactly drives this trend, and how are manufacturers like Rolls-Royce and Mercedes-Benz pushing the boundaries of customization?
One answer lies in the world of bespoke features. In North America, commissions through Rolls-Royce’s global network of five invitation-only Private Offices doubled in 2025, according to the automaker. The Dubai Private Office, for example, oversaw a one-off Phantom with a unique feature: the Phantom Arabesque, a car that boasts a laser-engraved hood inspired by Middle Eastern mashrabiya wood screens. This intricate design is achieved through a process that takes five years to develop and requires meticulous hand sanding to reveal a darker color underneath.
Meanwhile, Mercedes-Benz is exploring alternative approaches to customization. The company has developed a system called PixelPaint, which uses a special robotic tool to deposit small amounts of paint from very close to the surface being painted. This technology, controlled by a 3D camera system and monitoring software, allows for intricate designs that can be repeated accurately. The first application of PixelPaint was the repeated Maybach logos on the hood of the 2026 Mercedes-Maybach SL 680 Monogram Series, which entered production in 2025.
But what are the benefits of this technology, and how might it be applied beyond the world of luxury customization? For starters, PixelPaint reduces waste by cutting down on the emissions of volatile organic compounds (VOCs) and the need to treat runoff from paint booths. It also saves time by reducing the need for repeat paint applications and applying masking to robots.
As the automotive industry continues to evolve, it’s clear that customization will play an increasingly important role. Whether through laser engraving or pixelated paint, luxury manufacturers are pushing the boundaries of what’s possible, and the benefits of this technology could be felt far beyond the world of bespoke features. As Stephen Edelstein, Weekend Editor at The Drive, notes, “This is one technique that hopefully won’t be limited to Maybachs for long.”
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