The Rolls-Royce Bespoke Boom.
More than half of clients who specified a Rolls-Royce Ghost in 2011 turned to bespoke personalization. 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 personalized 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 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.