There's a low-volume growth market in Canada for vehicles that are one-of-a-kind designs.
For $1,000, customers can meet with Canadian fashion designer Sid Neigum who will help them come up with ideas for a car to reflect their personality, or at least their budget. It’s a new service offered through Pfaff Autos of Vaughan, Ont. Two of Neigum’s designs, a BMW 7 Series and an Audi Q7, have been sold.
“We’re treating it as a differentiator rather than a major driver of sales,” said Laurance Yap, director of marketing for Pfaff Motors Inc. “You can buy an Audi or a Porsche or a BMW from a number of different dealerships, so we want to give people a reason to come to us.”
The choices are almost limitless.
“There are options that aren’t even on the [online] configurator,” said Yap. For Porsche, “there are these things called CXX options. You tick the box and then the factory calls you and says, ‘What do you want to do?’”
Such factory customization has long been possible for premium brands. BMW Individual, Audi Exclusive and Mercedes-Benz Designo all offer one-off choices for paint, leather, woodwork and other design elements.