There's a real desire for expanding customization on vehicles. The customer wants to be unique.

That's the real growth area. There's only so much more you can do in bending sheet metal.

Really, what people want is more simplicity in their life. They want a sanctuary.

People want it their way. I've got to be able to do more cars that are more different and do it more often for less money.

One owner pays seven times more than another might pay.