Speaking to AutoExpress at the 2010 Geneva Motor Show, Aston Martin design director Marek Reichman said that he wants to set a new standard for personalization of Aston vehicles.

The aim is to form a team of engineers that would be able to make any of your dreams come true.

Reichman said that this could be accomplished using Aston’s historic Works Service department and the engineering and production staff who currently help produce the One-77 supercar.

“There is much more choice in the world,” Reichman said, “so our cars need to be much more personal.”

For example, each Rapide requires 200 man hours of work to create.

We have a total of 11 stitching options for the interior – and drivers can choose from a huge colour palette.

“To ensure this process runs smoothly, there are very few machines involved in the production of the car, so we can tailor much of the finish to an exact specification.

With the One-77 we have taken this philosophy a step further. It is a car built around a stationary chassis, not while it moves along a production line.

This means that if we need to, we can swap shapes, interiors, engines or wheels without destroying the production process. It offers us infinite possibilities.

The One-77 is the pinnacle of everything Aston Martin.”