Rolls Royce Bespoke division had a busy year in 2011, as more than half of the customer who bought a Ghost turned to them for further customization.
The Bespoke department offers a great number of possibilities for customers to personalize their car, with items ranging from the application of unique paint colours, coach lines and tread plates to whole vehicle designs featuring champagne sets, humidors and picnic cabinets.
That’s great because you can tailor your luxury saloon based on your desired specs. But it’s also bad because there’s always that guy who thinks it’s a good idea to paint his Ghost in this ghastly pink:
Phantom buyers also like the Bespoke treatment very much. More than eight in every ten Rolls-Royce Phantom models passed through the hands of the team’s designers and skilled craftspeople, before being delivered to a client. In some markets in the Middle East every Phantom featured bespoke content.
Personalized customers are especially popular between the Arabs. The proportion of Phantom family cars with bespoke content delivered to Middle Eastern clients rose from 75% in 2005 to 99% last year, while in Europe the figure increased from 50% to 89%. In North America it rose from 30% to 84% over the same period and in Asia Pacific from 50% to 79%. In the United Kingdom, the third largest single market for Rolls-Royce Motor Cars, the proportion of Phantom family cars featuring bespoke content increased from 60% to 88%.
“It is always our goal to exceed our clients’ highest expectations and fulfill their innermost desires,” said Torsten Müller-Ötvös, Rolls-Royce CEO. “With highly bespoke Phantom and Ghost models, we are able to achieve this. The passion with which our bespoke craftspeople create these beautiful cars is reflected in some truly outstanding examples delivered across the globe last year.”