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"Ferrari understands a titan's need to feel special. This month, the Italian exotic carmaker debuts its One-to-One Personalization Program, a dedicated atelier at its Maranello factory. After a private tour of the Ferrari assembly line, patrons meet with a designer and choose all the bespoke details that make a Ferrari a Ferrari, paging through different hides of leather, choosing their favorite seat style and ordering custom-made luggage that fits perfectly in the ever-so-handcrafted trunk. "Think of it as a fashion house where you select all the fabrics, the colors, the trims so that your car is like no one else's," says Ferrari's director of communications Davide Kluzer. "We understand that when you spend this kind of money on a sports car, the last thing you want is to park next to someone who's got the same look." For now the program is reserved exclusively for buyers of Ferrari's $260,000 flagship 612 Scaglietti—a 5.7-liter, V-12, which sprints to 97kph in a thrilling four and a half seconds. The company hasn't suffered a whit from the world's economic jitters; there is a two-year waiting list for a car. If the One-to-One program is a hit, Ferrari will expand the personalized studio to include its other models." (Newsweek, 26 May) RD