Carlex Vehicles – How to Tell Our Story
1. Core Idea – What Carlex Vehicles Represents
We want everyone who sees a Carlex vehicle on the street to immediately understand that they are most likely looking at the most expensive car in the city.
This should be the first, instinctive association.
When a Carlex drives by, it represents the very top of the G-Class world: fully handcrafted work, rare materials and short, collectible production runs.
This position is built on facts.
It was Carlex that created the G-Falcon, sold for EUR 2.5 million – the most expensive G-Class in history.
Carlex is responsible for projects whose craftsmanship, working hours and materials exceed anything available in the broader market.
As a brand, we avoid stating this directly.
You, as independent creators, can.
You can help audiences understand why Carlex cars are seen as collectible objects whose value naturally places them at the very top of the market.
Carlex = the most expensive and most exceptional G-Class vehicles on the road.
2. Offer Hierarchy – Four Levels Worth Knowing
A. G-Class Vintage – approx. EUR 405,000 – 490,000
Entry into the world of Carlex Vehicles.
Key points
- handcrafted interior and exterior in a retro spirit
- refined detailing and cohesive aesthetics
- positioned at the high end of the market, yet still our starting level
Assets
- G-Class Vintage Rosso / Green – full images and details
B. Icons Collection – approx. EUR 700,000
A level that defines Carlex as a creator of unique, collectible G-Class vehicles.
Key points
- hand-painted exterior elements
- exotic leathers dyed exclusively for Carlex
- bovine leathers also produced and dyed exclusively for Icons projects
- original colour palettes and refined detailing
Assets
- first Icons model – full media package
- details of other vehicles in the collection
C. Limited Series – approx. EUR 1.4–1.5 million
For collectors who value rarity.
Key points
- short, closed production runs
- jewellery-grade details (e.g., diamond dust lacquer)
- artisanal techniques requiring extensive manual work
Key example
- Himalaya – sold in Dubai for nearly EUR 2 million
Assets
- Himalaya footage and detail shots
D. One of One – from EUR 2.5 million upwards
The highest tier of the Carlex world.
Key points
- one-off vehicles with no repetition
- created as private works of art
- each project has its own story and narrative
- pricing starts at EUR 2.5 million and rises further
Key example
- G-Falcon – sold for EUR 2.5 million, the most expensive G-Class in history
Assets
- full G-Falcon media package
3. How to Speak About Us – The Hyper-Luxury Atmosphere
A subtle but important note on positioning
The EUR 400,000–450,000 price range, which represents the upper limit for most companies modifying G-Class vehicles, is only the entry threshold at Carlex Vehicles.
This helps audiences understand the correct perspective from the very beginning.
What should be emphasised further
- Carlex is its own world, not a tuner
- these are collectible objects, not “modified vehicles”
- craftsmanship, handwork and emotion come first
- production is intentionally limited
- price is a natural result of exceptional quality
- the narrative should evoke the worlds of art, design and rare objects
Stories about the creative process, artisans and the emotions surrounding each vehicle work exceptionally well.
4. What to Avoid
To maintain brand consistency, please avoid:
- comparisons to other companies modifying vehicles
- calling Carlex a tuner
- using tuning-industry language (packages, chips, horsepower, etc.)
- basing communication on technical parameters
- literal, graphic presentations of exotic materials
Carlex should function as its own category: the hyper-luxury, collectible G-Class world.
5. What to Emphasise
- hand craftsmanship and artisans
- artistic and design process
- uniqueness of each vehicle
- rarity and short production runs
- execution quality and valuation
- the owner’s emotions and the story behind each project
- Carlex as a brand connected to the world of art and collectible objects
6. Ready-to-Use Phrases
- “Carlex Vehicles creates the most refined and most expensive G-Class projects in the world.”
- “Vintage is the entry point; Icons and One of One are levels others simply do not reach.”
- “Craftsmanship over power. Art over tuning.”
- “The G-Falcon, at EUR 2.5 million, is the most expensive G-Class ever built.”
- “Himalaya, valued in Dubai at nearly EUR 2 million, represents true automotive collecting.”