Lapo Elkann has launched a new project in the automotive business. Following the “tailor-made” service he developed for the Ferrari brand in 2011, the Fiat scion founded Garage Italia Customs, a Milan-based company specializing in vehicle customization.

This story first appeared in the March 18, 2015 issue of WWD. Subscribe Today.

Under the guide of Elkann and the company’s creative director, Carlo Borromeo, the brother of Elkann’s sister-in-law Lavinia Borromeo and husband of fashion designer Marta Ferri, the company offers a complete service to customize cars’ exteriors and interiors. In particular, Garage Italia Customs uses not only classic techniques, such as bodywork, painting and upholstery, but also introduced a range of more affordable and innovative services, including wrapping and wrap-paint, which allows an infinite number of personalized solutions.

Last week at the Geneva Motor Show, Garage Italia Customs presented its Fiat 500X “Black Tie,” which was wrap-painted to obtain a herringbone effect. The car was also customized with leather-trimmed cashmere sun visors and denim seats.