Custom paint jobs, special wheels, street races, vintage collections, and conventions are all associated with the car culture of 20th century USA. Does any of this stuff apply to modes of transportation in earlier centuries?
During the late end of Georgian era in Britain, 1714 - 1830 CE, racing culture was popular among young noblemen, who would sometimes race against each other. One popular carriages at the time was the phaeton, a small light four-wheeled carriage drawn by one to four horses. Another type was the curricle, a two wheeled vehicle drawn by two horses. It was fast but dangerous, being somewhat unstable, and less manaevorable than the phaeton. There were also several types of larger carriages, which were fully enclosed.
The value of a carriage could be increased through several improvements, including having lamps attached, quality metal work on the outside, embossed handles and quality cloth. For the larger carriages, glass windows, shutters, curtains and a personal crest were often added.
I hope that answers your question!