Fueling the development of these models by Ferrari, Lamborghini and Bentley are their deep-pocketed parent companies. Fiat Chrysler Automobiles owns Ferrari; Volks-wagen Group owns Lamborghini and Bentley. Once upon a time, these brands were independent and thus had limited cash flow with which to crank out new variants. Now that's not the case.
In contrast, the largely independent British marques -- McLaren and Aston Martin -- still have to go it alone.
McLaren's small size notwithstanding, the brand's new 720S was arguably one of the stars in Geneva, judging by the crowds the curvy orange supercar drew throughout the week. The two-seater is the successor to the 650S and brings with it a new carbon-fiber tub and a 710-hp, 4.0-liter twin-turbocharged V-8. Wrapped around this is a new aluminum and composite body that does away with the common air intakes ahead of the rear wheels in favor of more discreetly integrated ones.
Just one day after McLaren rolled out the 720S, the automaker announced a bespoke version from its McLaren Special Operations division.
Aston Martin also brought its own low-volume toys to Geneva to launch its new AMR performance subbrand. AMR, overseen by its Q division for customized cars, eventually will build variants of numerous cars throughout Aston's lineup. For now, it's starting with just seven copies of the Vantage AMR Pro and 210 copies of the Rapide AMR.
The increasing appetite for individualization is also a reaction to autonomous technologies, which are turning cars into little more than soulless commodities, according to Aston Martin CEO Andy Palmer. He expects moneyed buyers to reflexively turn to bespoke, high-performance cars in higher numbers as the distinction between one self-driving brand and another erodes.
"These buyers are looking for personalization," Palmer said. ""My car is unique' is a very important statement for those people that can afford it."