When ultraluxury brand CEOs are asked about rivalries within the segment, they will say that their vehicles are seldom cross-shopped against another model.
"Our competition is a chalet in the Swiss Alps, a beautiful piece of art or a watch," Mueller-Oetvoes of Rolls-Royce said.
Customized models accounted for more than 80 percent of the record 4,063 vehicles delivered last year, and 30 percent of Rolls-Royce customers fly to the company's headquarters in Goodwood, about 65 miles southwest of London, to work side by side with designers on every last detail of their cars, he said.
"We have an airport close by where you can land your private jet," Mueller-Oetvoes said.
Despite being one notch below Rolls in pricing, Bentley is in an enviable position, Duerheimer said.
"No one sells as many cars that cost more than 150,000 euros ($170,000) than we do," he said. As the number of high-net-worth individuals is growing worldwide, so will Bentley sales.
Bentley delivered a record 11,020 cars last year and plans to reach 20,000 by 2020 as it beats rivals such as Maserati, Lamborghini and Rolls-Royce to market with an SUV, the Bentayga.
At Lamborghini, owned by the Volkswagen Group, production is not growing as fast as demand. The Aventador has a seven-month waiting time, and two-thirds of the Huracans ordered last year still need to be delivered, Lamborghini CEO Stephan Winkelmann said.
Winkelmann is not putting a ceiling on Lamborghini's sales. The brand set a record last year by boosting deliveries 19 percent to 2,530 vehicles, but its plans to add an SUV have not been approved by its parent company.