Demand for bespoked personalisation drives the Rolls-Royce success story

Nearly every Rolls-Royce Phantom and almost three in four Rolls-Royce Ghosts sold around the world are commissioned with Bespoke personalisation. In the first quarter of 2013, nearly every Phantom and Ghost model commissioned in Europe and the Middle East was specified with Bespoke design. In North America, the world's largest Rolls-Royce market, 95% of Phantom models have been built with a personalised Bespoke element. 

Bespoke growth has led to significant expansion at the Home of Rolls-Royce in Goodwood, England. The Assembly Hall was extended by 2,500 square metres in 2012 and the number of jobs for highly skilled Bespoke designers, engineers and craftspeople doubled.

Rolls-Royce Bespoke gives customers the scope to create cars as unique as their own fingerprints. Starting with subtle additions like initials embroidered into head-rests and hand-crafted marquetry, customers may also start from a blank canvas with scope to create a one-of-a-kind automotive masterpiece.  

Of course, no request is left unexplored, with more elaborate commissions including sourcing a wood-set from a tree on a customer's estate and the development of exterior paints and interior leathers perfectly colour matched to a favorite lipstick.

"Our Bespoke personalisation service is the jewel in the crown of the Rolls-Royce success story," said Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars. "Our highly discerning customers delight in specifying personal enhancements to their motor cars. Placing our customers at the heart of the design process in this way is central to Rolls-Royce Motor Cars’ unique brand promise."

In addition to one-of-a-kind customer commissions, Rolls-Royce Bespoke designers and craftspeople also turn their attentions to limited edition collection cars.