Rolls-Royce Bespoke Personalization becomes more popular among customers

Article by Christian Andrei, on January 26, 2012

A bespoke design was specified by 56% of those who bought a Rolls-Royce Ghost and Ghost Extended Wheelbase models in 2011 throughout the world. Offering bespoke personalization is credited for the record sales achieved last year by Rolls-Royce. This service offers a wide range of personalization, ranging from the use of unique paint colors, coach lines and tread plates to entire vehicle designs that feature champagne sets, humidors and picnic cabinets.

This trend of highly personalized Rolls-Royce Ghost models comes after a sales increase of bespoke Phantom family cars last year. The team’s designers and skilled craftspeople worked on more than 8 of every 10 Rolls-Royce Phantom models produced. In some Middle East markets, all the Phantoms got bespoke content.

Torsten Müller-Ötvös, Rolls-Royce CEO, said that the company’s goal has always been to “exceed our clients’ highest expectations and fulfill their innermost desires.”

He said that its highly bespoke Phantom and Ghost models are instrumental in achieving this goal. In 2005, just 75% of Phantom family cars sent to the Middle East had bespoke content. But in 2011, the proportion increased to 99%.

This figure rose from 50% to 89% in Europe over the same period. It increased from 30% to 84% in North America and from 50% to 79% in Asia Pacific. The proportion of Phantom family cars that featured bespoke content rose from 60% to 88% in the United Kingdom, the third biggest single market for Rolls-Royce Motor Cars.

The Rolls Royce Phantom that was introduced back in 2003 revealed more than just a luxury car. This was considered the start of the 21st century automotive development that made them the most renowned luxury automobile brand.

Rolls Royce’s flagship model was born under BMW Group’s talented production team all the way from Southern England. The last five years have considerably brought them some new, interesting challenges due to high expectations. Nonetheless, the debut of the Rolls Royce Phantom has proven what they are good at. This was visible on the Rolls Royce’s very iconic long rear overhang and Pantheon grille design. There are also bold and elegant details that seem too hard to ignore.

In between those years, Rolls Royce has added some new variants. In 2005, they introduced the Phantom Extended Wheelbase, which was followed shortly by the Phantom Drophead Coupé in 2007. A year after that, Rolls Royce revealed its most sophisticated grand tourer which we now know as the Phantom Coupé.

The Phantom also delivers “agility and precision”, which the company describes as “designed to lower the pulse”. This was made possible by the very powerful V12 engine paired with 6-speed automatic transmission within its very light aluminium bodyframe.

Meanwhile, the Phantom’s interior is neatly covered with fine veneers and hand-stitched leather pieces.

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