Made to order vehicles gaining importance

As the 2009 Dubai Motor Show is upon us, manufacturers will have their latest models on display to the public. With the UAE's thriving automotive culture, regular emphasis is placed on bespoke and limited-edition vehicles as a way for discerning consumers to buy a car that best suits their personality. The UAE's penchant for exclusive models and custom design flourishes isn't limited to the trade show, as manufacturers continue to broaden their spectrum of unique cars available in the UAE.

Audi Middle East's exclusive new customisation application under the direction of Marketing Manager Armin Weber, Audi Middle East, has launched the world's first high-definition Audi configurator for automotive customisation. Because the Gulf boasts a rate of bespoke attributes that is almost double that of China and Germany, and nearly four times the UK, Audi Middle East has taken the initiative to develop a premiere configuration tool that is currently only available in the Middle East.

With more than one million combinations of colours and materials, the application allows customers to control nearly every aesthetic detail of their car, and to view the results in a high-definition rendering that > evokes the best efforts of Pixar and their ilk. Not only is Audi leading the charge in UAE exclusive vehicle configurations, it has also found a way to offer one of the best customer experiences possible in realising your dream ride.

Also unique to the region, the 2009 Ford Fiesta represents an exclusive UAE product launch, featuring 24 special editions that have been designed specifically for UAE customers. These new, titanium-trimmed models each enjoy a unique serial number badge and custom paint design that evoke a real sense of personality in the Fiesta line. Special edition models are available in a variety of characteristic colours and affect a more European-inspired style, demonstrating Ford's commitment to its Kinetic Design principle, an aesthetic also demonstrated by its Mondeo and Focus models. This five-door hatch model offers two powertrain choices: 1.25 litre with five-speed manual transmission and the 1.4 litre with four-speed automatic.

The Titanium edition Fiesta comes standard with 16" alloy wheels, rear sport spoiler, front/rear parking sensor, electronic air temperature control, power front and rear windows, electronic stability programme and many other features. This UAE-focused car has ample character and represents Ford's commitment to its UAE customers.

Middle East debut

MINI, whose diminutive yet stylish cars have enjoyed a new era of international popularity since their reinvention by BMW in 2000, plans its Middle East debut of two new limited-edition models at the 10th Dubai International Motor Show. The commemorative MINI 50 Camden and MINI 50 Mayfair Limited Edition models, both named after well-known areas of London, have been conceived in celebration of the brand's 50th birthday, and include design highlights that complement MINI's irrepressibly singular brand identity.

Available in limited quantity, and for a limited time, these two exclusive models feature unusual body paintwork, custom light-alloy rims, unique materials and surfaces within the interior as well as a range of colours tailored specifically to the MINI 50 Mayfair and, respectively, the MINI 50 Camden.

Always an iconoclast, this year MINI will spread its stable of vehicles across various locations around Dubai and the Dubai International Convention and Exhibition Centre, creating a sort of unofficial treasure hunt for MINI enthusiasts intent on seeing each display.

Individualising cars

The latest crop of Phantoms, the vast majority of which are delivered to customer-defined specifications, making the entire line largely bespoke, have been influenced by Arab themes, says Kadhim Al Helli, Rolls-Royce Brand Manager, Abu Dhabi Motors. "We are keen to exceed the wishes of our customers, hence the Bespoke Programme is the ideal opportunity to further individualise what is considered to be the most exclusive car in the world."

He adds, "We listen very carefully to our customers and derive ideas for unique cars which reflect the atmosphere of the region."

The most recent bespoke Phantom Drophead Coupé was developed exclusively for Abu Dhabi, and is inspired by the islands off the coast of the UAE. "This car symbolises the royalty and distinction associated with the Baniyas name," said Al Helli, referencing a tribal affiliation shared by many of the UAE's families. The convertible features an exterior finish of two-tone in black and gold.

In keeping with the model's royal feel, the golden sand and black upholstery consists of 18 different hides that have been exclusively sourced. The interiors are augmented by wood work panelling in walnut burr veneer and include a gold-plated Spirit of Ecstasy applied to the fascia. Other recently delivered cars have featured outstanding bespoke exterior colours such as Moonstone and Bronze. Special interior finishes in crème light and dark spice complement the exterior of the cars, and include mother of pearl inlays on the control knobs and a silver inlay dhow sail design on the door capping and fascia panels, showcasing the nearly limitless custom touches on offer through Rolls-Royce.

From the diminutive MINI and Ford Fiestas, to the mighty Audi R8 and the silky Rolls Phantom Coupé, the UAE is gaining an international reputation as a major market for customisation. With the Dubai Motor Show upon us , chances are good that a slew of custom and exclusive offerings will continue to enter the market, making this an exciting time for anyone interested in exclusive wheels.