Why do automotive writers say "bespoke" so much?

[winkosmosis]

I've noticed this in European magazines like CAR. Everything is "bespoke" this, "bespoke" that. "Bespoke navigation", "bespoke 17" wheels", "bespoke power seats". WHY? What the hell do they mean?

Main Entry: be·spoke
Pronunciation: bi-'spOk
Variant(s): or be·spo·ken /-'spO-k&n/
Function: adjective
Etymology: past participle of bespeak
1 a : CUSTOM-MADE b : dealing in or producing custom-made articles
2 dialect : ENGAGED

[AKADriver]

"bespoke" in this context refers to something that is unique to that particular model.

It's somewhat more common in British English, which is why you see it in British publications. American automotive journalists have picked it up from their British counterparts.

[Merc-MarkO]

I'll give you an example. TVR uses bespoke switchgear in their cars whereas Ford uses parts bin switchgear for many of their cars including their PAG brands.

[Acedia]

I agree. It's not that they are using it incorrectly, it's that they use it too damn much.