Newell will build you a coach way different than any other, if you choose to go that route. There are some standardized methodologies required in the build process and if you want to get around those standards you best be ready to spend 4-5 million.
Like Matt (express1) mentioned, a trip to the factory will be a treat-in-deed and your understanding of "custom luxury coach" will truly blossom.
I think what has a lot of people confused is that there are a lot of similarities between many Newell Coaches and this has to be in part that many of the options are the cream of the crop in advancements, quality and styling that many folks want some of what the other guy got. It's like an attraction (or maybe an addiction) to beautiful
worldly things created by artistic and talented people.