Dan Prosser and Andrew Frankel discuss the ways in which car manufacturers really make money. Very often the profit margin on the car itself will be very small, but the profit on optional extras can be significant. At the top end of the market, the likes of Ferrari, Bentley and Aston Martin are generating huge revenues by offering ever greater levels of personalisation, from bespoke colours and finishes to entire one-off builds. Indeed, those high-end manufacturers now have whole departments dedicated to optional extras and personalisation.

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