Yankelovich despises the term SUV when used about his vehicles. “For DARTZ customers who don’t use their big cars for off-loading, don’t deliver a mess from the farms nor weekly food from the supermarket, why do they still have to drive SUVs?” he asks. Instead, he calls them BNOs (Bespoke, Noble, Opulent). The ostentation of the Black Snake will cater to the tastes Chinese market, but the price tag, with six zeroes safely slapped on the end, is a far cry from the average price for a new vehicle in the U.S.–just a hair under $30,000, according to the National Automobile Dealers Association. So why do people need such a bespoke car? “A lady will never go to party in the same dress as another,” Yankelovich said. “But still she will easily come to a party in the same black S500, or the same white Bentley GT, or the same gray Porsche Cayenne? It will be a serial car in serial style.” That’s the wrong approach and plain complacency, according to Yankelovich. The hunger for distinctive elements in a vehicle, he feels, is necessary and symptomatic of a country like China with vastly expanding wealth and consumers who increasingly yearn to be unique. For sports car lovers there are tons of labels who make bespoke cars like Pagani, Koeniggsegg, Zenvo, Panoz and so on. But DARTZ is the only company that dubs up your big car. “It will be your bulletproof investment–and not because it will protect you from bullets,” Yankelovich said. “But because it will save your money, as the car is a 21-century masterpiece.” In other words, paying a premium for a car is in vain if it’s just like another Rolls-Royce Phantom Drophead Coupé pulling up to the Ritz. If that’s not convincing enough, there’s something to sweeten the deal: Every owner gets 56 g of premium Mottra caviar delivered monthly for the two-year warranty time. There’s also the chance to purchase three types of RussoBaltique Vodka with your choice of a diamond filter. Ready to Roll?