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Iconic UK carmaker Bentley decided to double down on customization a few years ago, and, according to Bloomberg, the strategy has proven to be a winning one so far. Now the automaker is struggling to meet demand for premium options and other add-ons.

The current demand for personalization is unlike anything Bentley has seen in its 105-year history. It's no surprise that if someone is willing to spend more than $200,000 on a car, they want as much say as possible about the exterior color, the polished wood trim on the interior, and the leather covering the padded seats. Because of this, Bentley customers spend approximately $42,000 on options, and 70 percent of buyers also use the brand's Mulliner customization division.

The benefit of this strategy can be seen in the carmaker's financial results. Hallmark reported Bentley's 2023 revenue was $640 million and operating profit was just $3.26 billion, making it the second-best year in the brand's history. Bentley, like the rest of the auto industry, is stalling its electric vehicle plans despite such strong performance.

The company announced that it will delay the debut of its first all-electric model until the end of 2026. In the meantime, it will increase its hybrid offerings with four electrified Continental GT and Flying Spur models. 

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