Accessories don't get any cooler than this

COLIN MCCONNELL/TORONTO STAR

Robert Herjavec's searing orange Lamborghini LP640 Roadster turns heads wherever it goes. And why wouldn't it? The wheels alone cost more than a lot of vehicles on the road.

Michael Banovsky

SPECIAL TO THE STAR

Robert Herjavec drives an ultra-rare Lamborghini LP640 Roadster.

This is a car that oozes cool. Its sharp-edged styling – featuring scissor doors, rear spoiler and side air scoops – its massive power and speed, not to mention its searing orange paint and $450,000 price tag, make it a head-turner on any city street.

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So why would Herjavec, a star on CBC's The Dragon's Den and head of The Herjavec Group technology firm, spend another $30,000 to make it "cooler?"

"There really is no such thing as a standard Lambo," he says, listing the options on his car as "wheels, rear camera – helps backing up – and an iPod connector."

A quick call to a Lamborghini dealership demonstrates how quickly the options add up. That iPod connector? Part of an onboard computer system that costs about $1,200. The wheels? More than $20,000 for the set.

Decking out your exotic with options isn't a new trend. The boom economy of the '80s, for instance, birthed some truly bizarrely customized cars, complete with rear TVs and widebody kits.

Tastes may have changed, but the desire to customize hasn't. And if your local dealer can't satisfy that desire, there are shops that will, especially for wealthy enthusiasts.

Just ask Andrew Rivai, owner of ExotiCARe. Rivai's Toronto shop specializes in the unique, from decking out Ford GTs in custom rims to embroidering the seats on a Ferrari 360 Modena.

So why mess with some of the best cars on the planet?

"What it comes down to is that Toronto is one of the top five places in the world for exotic cars," Rivai says. "Take the Ferrari Enzo. Last I heard, there were eight in Canada – and seven of those are in Ontario. My clients want to outdo the next guy. Once they see their pride and joy as part of a crowd of exotics, they want to stand out."

"Stand out" is simply another way of saying "spend money."

It could mean a few thousand dollars for window tint or, in the case of one owner, a $100,000 makeover of a brand-new car. Most common are different rims and a lowered suspension, for improved looks and handling.

Rivai has a long list of suppliers that can provide everything from additional chrome to race-ready performance parts.

"Many times, I have a relationship with my clients, so I'll go through the process of designing whatever they imagine," Rivai said. "Last year, a client with an older Jaguar XK was getting a little bored with it, so we stripped it apart to do a complete, Aston Martin-inspired surgery."

The upgrades included a new interior, wheels, paint and mechanical changes. Pricey, but far cheaper than a whole new car, Rivai says.

Even with the global belt-tightening, there's still a desire to have a unique car.

"Guys will look to the U.S. for exotics that are repossessed or being sold at a huge discount because the owner needs fast cash," Rivai says. "The money saved on the deal will be spent on upgrades."

As for Herjavec, his Lamborghini shares garage space with a few other big-ticket beauties. He says driving the car makes him feel "alive" – but how long will it satisfy his love of cars?

"Forever," he says, with a caveat: "I say that about every cool car I buy – but probably until something much cooler or faster comes out."

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