Pricing is very difficult because it depends on so many variables:
Customer need, medium used, level of detail, complexity of graphics, vintage of vehicle, level of mods, "design time" vs portrait, # of views, variations, revisions.
For comparison, the Product Design firm I work for charges the client $110/hr for my time on a project. There are far more Product Design services available than Custom Car designers. It's an incredibly small group of people that can do car design (not just illustration/portraits) professionally but the market is also relatively small compared to the market for consumer, industrial and medical products.
That said, I've done rough sketches and nice photoshop chops for under $200 because they're quick and easy. Fully finished (revisable or un-revisable) renderings take longer and require more skill so they cost more. I've also been at the other end of the scale where I'm deeply involved in all the decision making, color selection, wheel design, part design, meeting with vendors, traveling to clients, countless phone calls and emails. It all adds up....quickly. The best thing you can do is give them a price based on how many hours you think it'll take and make sure they understand what they are getting for their money and what additional work (revisions) will cost. Keep track of how long it takes you to get to a finished rendering. The more you do the more you will know what to charge.
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