Money can’t buy you taste, but it can buy you a factory-customized Rolls-Royce in any color you like. In 2011, people with the means to do so used their money for exactly that. Rolls-Royce reports 56 percent of all Ghost and Ghost Extended Wheelbase models sold worldwide featured custom content from the automaker’s bespoke personalization service.
Every Ghost customer has the option to add their own personal touch when they order their Rolls, and can choose from custom paint colors and interior trim, or outfit their vehicles with everything from champagne sets, humidors, and picnic cabinets. Rolls-Royce says this service helped drive sales to record heights last year.
Rolls-Royce says the personalization trend isn’t exclusive to the Ghost model, as more than eight in every 10 Phantoms sold last year were customized by the automaker’s team of craftsmen. The Phantom has traditionally been the chariot of choice for the recording industry elite, and in the U.S., it’s common to see the car blinged-out to the very limits of good taste, and beyond. But in some markets in the Middle East, it’s impossible to see a Phantom that hasn’t been customized, as Rolls-Royce says every Phantom sold in that market features bespoke content.
Since 2005, the percentage of customized Phantom models sold in the Middle East rose from 75 percent to 99 percent. A similar jump was witnessed in Europe, with the take rate rising from 50 percent to 89 percent. In North America, it rose from 30 percent to 84 percent, while in Asia, it increased to 79 percent from 50 percent. In the UK, Rolls-Royce’s third largest market, bespoke orders increased from 60 percent to 88 percent.
Last August, Roll-Royce announced its plan to expand its bespoke operation to meet the growing demand, aiming to double the number of crafstmen working at its home plant in Goodwood by the end of 2012. In addition, Rolls-Royce will also expand its manufacturing facility, partially in response to the increased demand for personalized cars. The work on the expansion is set to begin next month.