In the world of wildly rare, extraordinarily expensive supercars, there is one sales technique that can keep manufacturers above the competition: Bespoke options. Think about it, would you want to drop $1.5 million on a whip only to find that your rich neighbor is pushing the same ride? Hell no.

We've reported on the myriad of custom options available on the new SRT Viper. Sweden's Koenigsegg also boasts a robust bespoke program. Now, Lamborghini is joining the mix, announcing an increase in one-off production and personalization options moving forward. Just as there is a race to produce the fastest car, we're also anticipating a new race for the best customer service and unique cars. 

Related: Koenigsegg Launches Bespoke Program With Custom Agera R BLT Edition