Wealthy millennials are spending thousands on Jaguar Land Rover monthly subscriptions as flexibility becomes the newest form of luxury

The world’s richest drivers are living in a golden age of customization. Collective investments by luxury carmakers ticking into the hundreds of millions have allowed their customers to design their vehicles as though they were tweaking them in the factory as they were being built.

After investing tens of millions of dollars on bespoke paint options, one of those carmakers, Jaguar Land Rover, is now eyeing the luxury of flexibility to get its hands on freshly minted wealthy millennials.