Its not really custom tooling if its for a production run of a car.
Stamping out body panels isn't a technically difficult thing at all!
custom tooling is making the tools for anything that cant be bought off the shelf. you can not buy a die for a unibody car off of anyone's shelf. custom milling a body panel is not an option.
stamping steel and making a part is cheap.
[cost of press, electricity, labor.]
cutting tool steel to make a female and male die is expensive.
[carbide cutting bits are expensive. cad/cam cutting of tool steel is slow with multiple passes and days of operator time. any errors in the cutting means you have to start over. springback, drawing, and stretching may require 2 pass stamping. any plastic part with glass/carbon fiber reinforcement will wear out a die even faster, meaning you need to price in the cost of a new die as part of the run.]
i have seen a quote for 200M for retooling for a body refresh.
a pc case is maybe a dozen large die stamp/bent parts and some plastic faceplate. the tooling costs for a cheap case goes in the 100k-200k range. one of the reason you see so many knock off rebranded cases is because the original client didnt want to pay for the full price to own the tooling dies to keep the factory in china from selling the design to another brand. they dont own the die so the factory can sell the parts with a few mods and a new faceplate to any of their competitors.