Rolls-Royce owners like the personal touch
Just like Ferrari, the luxury carmaker has confirmed that 2013 was a record year for clients customizing their cars and the trend looks set to continue.autos Updated: Feb 25, 2014 14:52 IST
Just like Ferrari, the luxury carmaker has confirmed that 2013 was a record year for clients customizing their cars and the trend looks set to continue.
Rolls-Royce says that bespoke customization requests are nearing the 100 percent mark and that 2013 was the busiest its team of artisans and craftsmen have ever been. In all, 95 percent of the 3,630 cars it sold globally over the past 12 months left the factory with bespoke options.
This includes 90 percent of all Rolls-Royce Wraiths, the company's newest and most powerful car, which only went on sale in mid-2013. And when it comes to customization, the Middle East is the most demanding region -- 99 percent of Ghosts and Phantoms arrived in the region with a personal touch.
Globally, the company's flagship Phantom remains the most popular car for customization for all clients, wherever they are based, with 98 percent of US Phantom owners and 95 percent of European clients specifying bespoke details or features. In Asia the trend is not yet as well established -- only 86 percent of customers in the region decided to get creative with their care.
"This continuing growth in Bespoke sales in 2013 proves the fact that Rolls-Royce is the home of Bespoke in the luxury world," said Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars. "The success of this operation here at Goodwood continues to attract more discerning individuals from all over the world to our marque, and reaffirms our decision to expand our Bespoke offer over the last three years."
However, while Rolls-Royce may have set the standard, it is by no means the only carmaker to have experienced a swell in customization requests. Earlier this month, Ferrari revealed that for the first time in its history, 100 percent of the cars it sold over the past 12 months featured bespoke or customized elements.
Meanwhile McLaren and Aston Martin have recently opened their own bespoke and customization studios to meet increased personalization requests from their own clients.
First Published: Feb 25, 2014 14:50 IST