Crocodile leather and cocktail bars - German drivers compose cars

By Andreas Heimann Dec 6, 2006, 10:18 GMT

Munich ­ Germans traditionally love their cars, but they are now also among the most enthusiastic when it comes to configuring the vehicles to make them as individual as possible.

From bolt-on goodies such as alloy wheels and spoilers through to special paint jobs and custom leather interiors, German carmakers offer motorists a vast range of extras which can be ordered with a new car.

Modern automobiles are becoming more indistinguishable from each other and it seems many motorists in Germany are having none of it - they want to own and drive something special.

'There is a growing trend towards personalising the motor car,' said Nick Margetts who works for the automotive market research institute Jato Dynamics in Limburg: 'German manufacturers can already boast the world's longest lists of optional extras.'

Even mid-range limousines in Germany come with a bewildering array of add-ons. The Audi A6 alone can be purchased in 155 different configurations while overall, the number of option packages available for German cars adds up to a staggering 210,000.

Many German manufacturers have now set up in-house customising departments. 'You can order a Mercedes S-class with crocodile leather applications, a paint job with pink spots and a cocktail bar built into the central console,' said Margetts.

And it seems the market for such extravagance is growing: 'This trend has emerged very clearly,' said Paul McSweeney of Bentley Motors in the central English town of Crewe. The Bentley Arnage provides a classic example. 'Five years ago less than half of the cars leaving the factory were customised,' he said. That figure now stands at 90 per cent.

'We even had a customer who insisted on us using wood from his garden for the veneers and door caps,' said McSweeney. Purchasers with no access to trees of their own can choose from an extensive range of fine materials or else opt for piano gloss black. The seats of a Bentley can be upholstered in one of 27 leather variants.

Volkswagen, which owns Bentley, is a newcomer to this discerning world. 'We now offer the service for all our models,' said Kai Schelowsky, who is in charge of marketing at the new 'Volkswagen Individual' department based in Wolfsburg which was set up earlier this year. The tweaked cars carry a new badge featuring a stylised letter 'i'.

VW customers are particularly interested in 'individualising' up- market models such as the Touareg and Phaeton limousine. 'These people are seeking optimal appearance with maximum usability,' said Schelowsky. Humble Golfs and Jettas can be given the treatment as well and the department's home page contains a configurator to show the myriad options on offer.

The avowed aim is to put together one-off solutions for a well- heeled clientele. 'That might mean choosing two-tone colours for the interior trim or incorporating an iPod into the in-car entertainment system,' said the expert. Volkswagen is currently showcasing the work of its customising department at around 100 selected showrooms in Germany.

Staff at BMW in Munich are used to catering to individual customer needs. 'There's nothing new about clients who want something different and have the means to pay for it,' said Friedbert Holz. He heads the customising department which was set up 15 years ago.

Unusual colours are among the typical requests. 'There are customers who say 'my wife has a dark red skirt and I want the car in the same colour,'' said Holz. 'Sometimes they even bring their own leather and ask for it to be used to cover the seats.'

The customer is, of course, always right, but Holz and his team do try to steer a path toward good taste. 'Pink leather headlining does not suit a blue car,' said the expert. Potential customers are advised against such unsuitable combinations 'but if they insist, then that is what they get,' he added.

Safety considerations rule out some of the requests from the outset. 'You can't have white leather on the dashboard ­ it would reflect too much,' said Holz. Growing in popularity are sophisticated media centres with TV screens and computer links for those who want to send emails while on the move. The televisions fitted into the back of the front seats have already passed stringent crash tests.

Engineers at Mercedes-Benz in Stuttgart have been customising cars for decades yet demand has increased considerably in recent years. The AMG subsidiary used to be mainly responsible for high-performance engine and chassis modifications, now personalised products from the range carry the moniker too.

'There is certainly more call for this kind of thing these days,' said AMG spokesman Peitro Zollino and quoted figures which speak for themselves. Instead of the 5,000 customised cars being turned out five years ago, an annual 20,000 leave the factory. A recent innovation has been a new workshop turning out limited editions such as the puristic SLK 55 Black Series which boasts a range of lightweight features.

Such solutions come considerably cheaper than the kind of outlandish automotive ideas turned out at AMG's main customising factory.