Make no mistake: foppish Fiat heir Lapo Elkann's new garage in Milan for customizing exotic cars is for very rich guys like himself only. And why not?
"The number of wealthy people is growing worldwide, and they increasingly want something tailor-made to properly express their tastes and dreams," Lapo tells Automotive News Europe with no hint of apology.
If you've got it, flaunt it, is obviously the ethos of a man who drives around in a camouflage Ferrari 458 Italia wearing a bespoke red Rubinacci suit. And he wants Garage Italia Customs, his new venture, "to be the fashion, style and design house for everything in motion." To that end "we have customized cars, motorcycles, helicopters, private jets and boats," he notes.
At the space, housed in a historic Art Deco gas station and repair shop, customizations run the gamut from wraps to full-on paint jobs and more. A partial wrap goes for about $1,000–$6,500 while real paint costs $5,500–$16,000.
But true-blue ballers shell out $325,000 for special treatments like "a carbon-fiber instrument cluster wrapped with marble and a hand-brake lever with the same finish as a samurai sword." Sounds pretty awesome to us.
Next up for Lapo, whose brother John runs Fiat Chrysler which owns Ferrari, Maserati, Alfa Romeo and more (Lapo is a major shareholder): his first venture stateside, another Garage Italia Customs shop in Miami.
It's not Milan, but we bet Lapo will be raising the South Beach custom car game in no time.