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Rolls-Royce revels in the customization options most of its customers spring for

Posted Jan 26th 2012 10:27AM

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Rolls-Royce Ghost

If you're going to shell out for a brand new Rolls-Royce, you're going to want to get it exactly the way you want it, right? Right. And that's the case for the majority of buyers even of the (relatively) more accessible Ghost as it is of the higher-end Phantom range. In fact, Goodwood reports that 56 per cent of buyers of the Ghost (including the extended wheelbase model) opted for some measure of personalization direct from the factory.

Intriguing as those numbers are – and as helpful as they've been to the BMW division's bottom line – they still pale in comparison to the proportion of customized Phantom models. In North America alone, a solid 84 per cent of Phantom buyers opt for bespoke personalization (up from just 30 per cent in 2005). In continental Europe, those numbers rose from 50 per cent to 89 per cent. In the marque's home market of the UK, they rose from 60 per cent up to 88 per cent, while in the Asia Pacific market they jumped from 50 per cent to 79 per cent. Most impressively, however, just about every single Phantom ordered in the Middle East comes in as a custom order, standing at 99 per cent from the 75 per cent at which it stood in 2005.

So just what constitutes "bespoke personalization" in the Rolls-Royce catalog? It could be anything from unique paint colors (like the questionable metallic pink pictured above) to custom humidors. Take a stroll through the high-resolution images in the gallery above to see just a few of the options.
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MORE ROLLS-ROYCE GHOST CLIENTS TURN TO BESPOKE PERSONALISATION

24.01.2012

More than half of clients who specified a Rolls-Royce Ghost in 2011 turned to bespoke personalisation. The service, which includes anything from the application of unique paint colours, coach lines and tread plates to whole vehicle designs featuring champagne sets, humidors and picnic cabinets, helped drive Rolls-Royce to record sales last year.

In total, 56% of Ghost and Ghost Extended Wheelbase models sold around the world featured bespoke design in 2011.

The move to highly personalised Rolls-Royce Ghost models follows an increase in sales of bespoke Phantom family cars last year. 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.

"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."

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%.

In August 2011 Rolls-Royce announced an expansion of its bespoke operation to meet growing demand, doubling the number of bespoke experts working at the Home of Rolls-Royce in Goodwood by the end of the year. The company is also about to expand its manufacturing facility, partly due to the increase in demand for bespoke cars. Work will begin next month.

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