MANUFAKTUR, BMW Individual and Audi exclusive are the factory personalisation programmes of Mercedes-Benz, BMW and Audi. All three let you go beyond the standard brochure: special paint colours, different leathers and stitching, unusual trims, and in some cases a completely one-off specification, all built and warrantied by the carmaker. In India they are no longer a niche. Mercedes-Benz India’s chief executive told Business Today in October 2026 that 75 percent of the top-end cars it sells are customised, and Audi India says some buyers spend Rs 50 lakh to Rs 70 lakh on options for its top models.
The three programmes differ in how far they go, which cars they cover and how much they cost. Here is how each one works, what Indian buyers are actually ordering, and which personalisation choices are worth the money.
The three programmes at a glance
| Mercedes-Benz MANUFAKTUR | BMW Individual | Audi exclusive | |
| What it is | Mercedes’ personalisation label for paint, leather, trim and seats | BMW’s personalisation arm, split into a catalogue (Individual Collection) and one-off requests (Individual Manufaktur) | Audi’s personalisation programme, from packages to full one-off specs |
| Started | 2015, as designo Manufaktur | 1990s | 1995 |
| Paint range | Up to 80 exclusive colours on the 2025 S-Class, plus any colour through Made to Measure | More than 150 BMW Individual special finishes | Special exclusive finishes, plus colours from other Audi models |
| Customer studio | MANUFAKTUR Studio in Sindelfingen (opened December 2024) | BMW Individual Manufaktur | Studios in Neckarsulm and Ingolstadt since 2005; online 3D customizer since 2022 |
| India example | 2026 Maybach S 580e launched with MANUFAKTUR two-tone paints and interior options | X7 Signature Edition with Individual paints and Merino leather; i7 offered with 165 paint colours | RS Q8 ordered in Java Green paint, an Rs 12.29 lakh option |
Sources: Motor Authority (Dec 2024), BMW Group press releases (2013, 2024, 2025), Audi press release (Sep 2024), Business Standard (11 Oct 2026), Motoroids (6 Oct 2026).
Mercedes-Benz MANUFAKTUR: the most visible in India
MANUFAKTUR began in 2015 as the designo Manufaktur programme. The designo name was later dropped. Today it covers paint, leather, embroidery, trim materials and even seat dimensions: Mercedes says it can widen or narrow seat surfaces and lengthen seat bases by up to 2 inches. In December 2024 it opened a MANUFAKTUR Studio inside its Sindelfingen plant, where customers can watch their cars being finished. Mercedes says the studio can handle up to 20 cars a day, and that MANUFAKTUR cars made up 30 percent of its top-end sales worldwide in the first half of 2024, as reported by Motor Authority.
For the 2025 S-Class, Mercedes expanded the MANUFAKTUR palette to as many as 80 exclusive colours. Beyond that, its Made to Measure service will match almost any colour you bring.
In India, MANUFAKTUR is strongest at the very top of the range. Business Standard reported in October 2026 that around 75 percent of Mercedes-Maybach cars sold here are configured with MANUFAKTUR options, one of the highest take-up rates in any Mercedes market, and that Mercedes-Benz India has added India-specific MANUFAKTUR paint shades and personalised grab handles. The new Maybach S 580e, launched in early October 2026 at Rs 3.35 crore ex-showroom, is offered with MANUFAKTUR two-tone paint combinations, piano lacquer trim and a crystal white Nappa roof liner, according to Motoroids.
Mercedes-Benz India’s MD and CEO, Santosh Iyer, told Business Standard that some buyers match their interior colours to a favourite watch or yacht. That gives you a fair idea of the customer.
BMW Individual: the widest paint palette
BMW Individual started in the 1990s with one-off cars for customers such as Karl Lagerfeld and José Carreras, according to BMW. It has two parts:
- BMW Individual Collection: a catalogue of model-specific extras such as Individual paints, Merino leather, special interior trims, wheels and Alcantara headliners. You choose from a list, and the car is built that way at the factory.
- BMW Individual Manufaktur: for requests beyond the catalogue, such as an unusual material or paint. BMW checks each one against safety rules, legal requirements and brand character before agreeing.
BMW offers more than 150 Individual special paint finishes worldwide. Some take enormous effort: its 8 Series “THE 8 X JEFF KOONS” edition used eleven hand-applied paint layers and more than 200 hours of work, according to BMW.
In India, BMW Individual usually appears in two ways. The first is through limited editions, such as the X7 Signature Edition launched in September 2024 at Rs 1.33 crore ex-showroom, which came in Individual paints Tanzanite Blue and Dravit Grey with Individual Merino leather and was sold only through BMW’s online shop. The second is through orders on flagship cars. BMW told Business Standard that the i7 offers more than 500 combinations, including 165 exterior colours, and that highly bespoke commissions can raise a car’s price by 60 to 70 percent.
Audi exclusive: packages first, one-offs if you want them
Audi exclusive has existed since 1995, with customer studios in Neckarsulm and Ingolstadt since 2005 and an online 3D configurator since 2022. Audi organises it into three tiers: predefined design packages (such as two-tone interior and stitching packages), full personalisation, and limited editions. Most Audi models come in up to 11 standard colours; Audi exclusive adds special finishes and colours borrowed from other Audi models.
In India, Audi’s personalisation spending is concentrated on its RS models. Audi India told Business Standard that customers have spent Rs 50 lakh to Rs 70 lakh on options for top-end models. One buyer in Bhubaneswar chose 17 options on an RS Q8, the most ever recorded at Audi India, including Java Green paint at Rs 12.29 lakh. Another, in Coimbatore, spent Rs 36 lakh personalising an RS e-tron GT.
MANUFAKTUR vs BMW Individual vs Audi exclusive: which is best?
There is no single winner. It depends on the car you want.
- If you are buying a Maybach or an S-Class, MANUFAKTUR is the most developed programme in India right now, with India-specific colours and the highest take-up.
- If paint is what you care about most, BMW Individual has the widest palette, and the i7’s 165 colours are the most choice on offer from any of the three in India.
- If you want personalisation without going fully bespoke, Audi exclusive’s packages are the most structured way in, and its RS models are where Indian buyers spend the most.
Porsche and Range Rover are worth knowing about too. Business Standard reported that almost every Porsche two-door sports car sold in India is individually configured, and that JLR’s demand for Range Rover personalisation in India has more than doubled in two years.
Which personalisation options are worth paying for
This is where we’d be careful with your money. Everything below is our view.
Interior colour and leather: yes. You see the cabin every day, and a well-chosen leather colour costs far less than special paint. Interior choices also tend to matter less to the next buyer than an unusual exterior colour.
Special paint: only if you love it, and protect it. A colour like Java Green is a statement, and at over Rs 12 lakh on an RS Q8 it is an expensive one. Bold colours narrow the pool of future buyers, while special shades of grey, blue or black usually don’t. Whatever you choose, a special factory paint is hard to match after a scratch, so budget for paint protection film from day one. Our guide to PPF vs ceramic coating in India covers the costs.
One-off commissions: for keepers, not for three-year owners. When BMW says bespoke requests can add 60 to 70 percent to a car’s price, it is talking about cars built for one person’s taste. Don’t expect the next buyer to pay that premium back.
Factory beats aftermarket. A MANUFAKTUR, Individual or exclusive option is built at the factory, recorded against the car and covered by the manufacturer’s warranty. A wrap or a dealer-fitted accessory is not. If you are torn between a factory paint option and a wrap, the factory option is the cleaner long-term choice.
Two practical points: personalised cars are built to order, so ask your dealer for the build slot and delivery estimate in writing before you pay a booking amount. And keep the factory build sheet, because it is the proof of every option when you sell.
Buying a personalised car pre-owned
Here is the part most buyers miss. A pre-owned car with factory personalisation can be good value, because the first owner paid for options that the used market rarely prices in fully. A Maybach with MANUFAKTUR leather or a BMW with Individual paint may cost you little more than a standard car of the same age.
Before you buy one, ask an authorised dealer to pull the car’s factory specification against its VIN. That confirms the options are genuine factory items and not later additions. Then check the paint closely: special colours are expensive to repair properly, and a mismatched panel is a sign of past bodywork.
You can browse new Mercedes-Benz models and BMW models on Motozite, or see our story on the 2026 Mercedes-Maybach S-Class facelift in India for a car where MANUFAKTUR is almost standard practice.
FAQ
What is Mercedes MANUFAKTUR?
MANUFAKTUR is Mercedes-Benz’s factory personalisation programme. It offers exclusive paint colours, leather, embroidery, trim materials and even tailored seat dimensions, built at the factory and covered by the warranty. It began in 2015 as designo Manufaktur, and in India it is most popular on Maybach models, where around 75 percent of cars sold carry MANUFAKTUR options.
What is BMW Individual?
BMW Individual is BMW’s personalisation programme. The Individual Collection is a catalogue of special paints, Merino leathers, trims and wheels, while Individual Manufaktur handles one-off requests beyond the catalogue. BMW offers more than 150 Individual paint finishes worldwide, and the i7 in India is offered with 165 exterior colours.
What is Audi exclusive?
Audi exclusive is Audi’s personalisation programme, running since 1995. It offers predefined design and stitching packages, full personalisation and limited editions, including special paint finishes beyond the standard range. In India, it is most popular on Audi’s RS models.
How much does personalisation cost in India?
It varies widely. Audi India says some customers spend Rs 50 lakh to Rs 70 lakh on options for top models, with Java Green paint on an RS Q8 costing Rs 12.29 lakh. BMW says highly bespoke commissions can raise a car’s price by 60 to 70 percent. Ask the dealer for an itemised quote before you commit.
Does custom paint affect resale value?
It can. Subtle special colours, such as unusual greys, blues or blacks, rarely hurt resale, while bold colours narrow the pool of future buyers. The cost of the option is unlikely to be fully recovered either way, which is why personalisation makes most sense for owners who plan to keep the car.
Is factory personalisation better than a wrap or aftermarket modification?
Generally, yes. Factory options from MANUFAKTUR, BMW Individual or Audi exclusive are built into the car, recorded against its VIN and covered by the manufacturer’s warranty. Wraps and aftermarket modifications are not, and a change of body colour may need to be updated in the car’s registration records.
