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.