The correlation between celebrities and custom luxury cars has been undeniable for decades. From Janis Joplin’s infamous 1964 Porsche that was treated like a bumper-to-bumper canvas to the rise of shows like Pimp My Ride, where custom car experts turn ordinary vehicles into eye-turning statements, custom luxury cars are deeply embedded in the landscape of pop culture.
Transforming high-end vehicles into rolling works of art is about more than just prestige for A-list stars; it’s another way for them to visualize their brand. Take Drake, for instance, whose larger-than-life persona is mirrored by his Rolls-Royce Cullinan, custom-designed by the luxury brand Chrome Hearts. Or Travis Scott, whose 1.6 million dollar Maybach G-Wagon reflects the rapper’s edgy yet refined style with its matte brown finish.
The growing trend of celebrities customizing luxury cars highlights a shift in how luxury is defined today. It’s no longer solely about owning a prestigious brand but personalizing it to reflect your distinctive lifestyle.
A Booming Industry
According to Market Data Forecast, “Global car modification refers to the act of altering or customizing a vehicle’s original design, components or features to suit individual preferences, performance requirements or specific purposes. It involves making changes to various aspects of the vehicle, such as its appearance, performance, handling, functionality, or interior features.”
The car modification industry is booming, and there are no signs of it slowing. The market is projected to grow from $58.84 billion in 2024 to $69.17 billion in 2028 (MDF). This growth can be attributed to technological advancements in the automotive industry that offer new possibilities for customization. However, it’s mainly due to cultural trends that glorify this type of celebrity behavior, especially on social media, and the public’s fascination with wealth and surplus.
According to CNN, “Extreme levels of personal customization have become the norm in this niche of the auto industry. Instead of just picking interior and exterior colors from a menu, each buyer can ensure his or her supercar or ultra-luxury SUV looks like no other anywhere on earth. In some cases, the wealthiest buyers can even have cars that are built in small–even single digit–numbers only for them.”
Undoubtedly, one of the best ways to flaunt wealth is with a custom luxury car.
Small-Town Shops Take on Big Names and Projects
Industry veteran Rich McClellan of Elite Customs, a luxury car shop in Franklin, Tennessee, has experienced first-hand the relationship between celebrities and custom cars. For years, Rich and his team have been redefining the art of automotive customization, and they have drawn the attention of many celebrities for that reason.
The team at Elite Customs recently customized a car for Bunny, the wife of popular singer Jelly-Roll. Although Jelly-Roll has already commissioned Elite Customs to enhance his 1964 Lincoln Continental, their work on Bunny’s G-Wagon has garnered serious attention on social media, with a video posted by Bunny depicting the reveal of her souped-up G-Wagon gaining over 160,000 views on TikTok.
Elite Customs completely wrapped Bunny’s G-Wagon, added custom leather seats from Europe with her brand logo printed on the back seats, and added custom lighting to the inside and outside of the car.
The Social Media Effect
The custom car scene has a passionate following on social media. Whether a custom car shop posts content depicting the modifying process or celebrities boast about their latest purchase, the number of views custom car content can gain is exponential. For example, numerous TikTok accounts have gained millions of followers by posting only videos demonstrating the process of wrapping alone.
It has also become the norm for top-tier influencers to own a surplus of custom cars–what their followers want to see. Take social media influencer Jack Doherty, for example, who has garnered millions of views by frequently posting content based around him flaunting his 2 million dollar car collection. From adding Christmas lights to his Lamborghini to giving away a Tesla with a custom paint job depicting his face on the side, custom car content is a huge reason for his loyal following.
With luxury car customizations continuing to gain popularity in pop culture, it doesn’t appear the trend will be slowing down anytime soon.
Gauge Magazine says, “The car customization industry is booming like never before, fueled by a passion for personalization and the quest for performance. Enthusiasts and professionals alike are pushing the limits of what’s possible, turning ordinary vehicles into extraordinary masterpieces. This surge in popularity isn’t just about aesthetics. It’s about crafting a unique driving experience that stands out on the road.”
A custom luxury car is a statement. And in a world obsessed with celebrity, wealth and all that comes with it, luxury car customizations are the pinnacle of success.
