Rolls-Royce continues to thrive despite the increasing competition thanks to its Bespoke personalization service, which has been driving record demand for the carmaker in the past three years. Especially in the first quarter of 2013, nearly every Phantom and Ghost model commissioned in Europe and the Middle East came with Bespoke specifications.
Likewise, around 95% of Phantom models in North America were built with Bespoke elements, as specified by their customers. Due to growing demand for the carmaker’s Bespoke personalization service, Rolls-Royce have to expand its headquarters in Goodwood, England. Rolls-Royce expanded its Assembly Hall by 2,500 square meters in 2012 and doubled the number of its highly skilled Bespoke designers, engineers and craftsmen.
Rolls-Royce Bespoke personalization service provides customers the capacity to customize their own cars. With the service, customers could create their own distinct automotive masterpiece – they could add their own initials, even having them embroidered into head-rests.
Customers have total control of what they want to be featured in their own Rolls-Royce vehicle, and the carmaker’s Bespoke people are more than willing to abide by their wishes. Customers could even customize their cars to complement their own lifestyle or their own hobbies and interests.
Basically, customers could create a car that suits them all. Torsten Müller-Ötvös, chief executive of Rolls-Royce Motor Cars, remarked that their Bespoke personalization service is the “jewel in the crown” of the carmaker’s success story.
He added that their customers delight in specifying personal enhancements to their cars. He noted that placing customers at the heart of the design process is central to Rolls-Royce Motor Cars’ “unique brand promise.”