As consumers demand a higher level of personalisation from their products and services, and a higher level of interaction with the brands they purchase, it is interesting to learn that this goes all the way to the top level of spending.
This renowned British car builder recently reported that over half of all Rolls-Royce Ghosts sold last year included bespoke aspects. Whilst this could be as minor as trim elements like custom paint work, coach lines, and tread plates, it also applies to entire body makeovers. Champagne sets, picnic baskets and humidors were all features in cars sold in 2011, a record in the history of sales for Rolls-Royce. The iconic marque reported that 56% of all Ghost and Ghost Extended Wheel Base cars contained some bespoke elements last year.
This follows on some phenomenal demand increases for bespoke Phantom family cars last year. It was reported that more than eight in every ten Rolls-Royce Phantom models were handled with care by the skilled craftspeople in the bespoke teams, prior to delivery.
At home, which represents the third largest market for Rolls-Royce, the percentage of cars in the Phantom range featuring bespoke substance rose from 60% to 88%. In the Asia Pacific region, one of the most dynamic for the future of the car, bespoke content in these cars increased from 50% to 79%, showing the high demand for Rolls-Royce in those countries. 99% of Middle Eastern customers ordered their Phantoms designed just for them in 2011, up from 75% in 2005, demonstrating the high esteem with which these are held in that region. 89% of all cars delivered to European purchasers were custom-built, another strong increase from 50% previously. Perhaps the highest demand rise for bespoke Phantoms came from North America though, where it rose from 30% to 84% during the same time frame.
As a result of these phenomenal growth figures, some welcome news to the British economy in terms of revenue and growth themselves, it is pleasing to learn that Rolls-Royce is busy ramping up its bespoke production. Growth and jobs have been created as the number of bespoke craftspeople employed at the Goodwood base is being doubled. The production facility itself will also be extended.
The CEO of Rolls-Royce certainly has something to be proud of. Torsten Müller-Ötvös reflected that ‘it is always our goal to exceed our clients’ highest expectations and fulfill their innermost desires. 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.’
With high demand for our customised Luxury Viano and Armoured Range Rover, it may not be long ebfore we look to add more customised vehicles to our fleet, the ultimate surely being a Rolls.