DUBAI, UAE — The GCC region has a long history of high demand for customized cars, particularly among the HNW population, who prefer luxury and one-of-a-kind vehicles that stand out.
Some popular customizations include changing the car’s color, adding custom rims and tires, installing body kits, modifying the exhaust system for a more aggressive sound, and upgrading the car’s interior with custom upholstery and audio systems. Additionally, some people like to incorporate special lighting effects, such as neon lights or LED strips, to make their cars even more eye-catching.
Has the global crisis impacted the region’s demand for customized cars?
Despite the recent adverse effects of global economic crises and the pandemic on the automotive industry, the demand for customized cars may not be as affected. Luxury items like customized cars often find a steady market due to their unique nature, and buyers’ desire to differentiate themselves.
Directors and managers of luxury automobile brands in the GCC agreed that the luxury car market in the region has shown remarkable resilience despite the economic challenges of recent years.
According to Peter White, Sales Director at Audi Middle East, the demand for their products in the GCC region, especially for performance vehicles like the S Models and Audi Sport, remains strong despite the global economic crisis. However, the increased demand has led to longer lead times.
White claims that Audi has seen an increase in requests for personalization as a result of their Audi exclusive offering.
“This unique service allows customers to customize their vehicles according to their unique preferences. Furthermore, we have seen a growing interest among customers for limited volume and unique editions. Therefore, despite challenging economic conditions, Audi remains a highly sought-after brand in the GCC region,” he told TRENDS.
Richard Leopold, Regional Director of Bentley for the UK, Middle East, Africa, and India, emphasized that demand for customization remains high in the GCC. “Personalization is a major focus for all of our clients. Through our bespoke commissioning division, Mulliner, we offer an unrivaled opportunity for Bentley models to be created as truly unique cars that express personal tastes. Equally important are the high standards and expectations of customers across the region. We are confident our dealers deliver outstanding service through state-of-the-art showrooms expected from the Bentley brand,” he said.
Dr. Manfred Bräunl, CEO of Porsche Middle East and Africa, highlighted the increasing popularity of Porsche customization programs, especially their Porsche Exclusive Manufaktur offerings.
“The Porsche Middle East and Africa region, which includes India, is the world’s largest for this program. Elements such as our ‘Paint to Sample’ are also extremely popular here. It is great that many of the Porsche sports cars that come to this region are true one-offs due to the personalization and customization that owners include in their orders,” he said.
What do customers look for these days?
Dr. Bräunl explained that customers in the Middle East are drawn to Porsche because of the unique combination of luxury and performance that the brand offers.
“We provide a unique combination of luxury and performance, which has proven to be popular in this region. Customers in the Middle East look for a luxury ownership experience, not just a transaction. They like to really ‘buy into a brand’ and this is why you see so much passion for Porsche in this region at events such as our Icons of Porsche festival,” he said.
On the other hand, Peter White mentioned that Audi customers in the GCC look for a blend of comfort, performance, and design. In recent years, there has been an increase in demand for sustainable solutions within this mix. “While comfort has always been a key factor, modern luxury cars offer high levels of specification, technology, and exterior appearance to enhance that comfort.”
Clients also seek advanced performance features, such as powerful engines and precise handling, to provide a thrilling driving experience, regardless of whether the vehicle is from a traditional internal combustion engine, a hybrid or fully electric vehicle. “Design is also an important consideration, that uses high-quality materials, and the latest technology features,” he said.