According to data provided by Rolls-Royce, 56 percent of the company’s clients who ordered a Ghost and Ghost Extended Wheelbase model last year customized their vehicle through the brand’s bespoke operations.
The British luxury brand’s personalization program includes anything from the application of unique paint colors, coach lines and tread plates to special features such as champagne sets, humidors and picnic cabinets.
Rolls Royce says that the move to personalized Ghost models follows the trend created by the Phantom family of cars, which saw an even greater increase last year. In fact, more than eight out of every 10 Phantom models sold around the world were customized in 2011.
In some markets such as the Middle East, the proportion of Phantom family cars with bespoke content is approaching 100 percent as it rose from 75% in 2005 to 99% last year, making almost all models unique.
In Europe, the number increased from 50% to 89%, in North America from 40% to 84% and in the Asia Pacific region, from 50% to 79%. As for the UK, which is Rolls Royce’s third largest single market, the figure rose from 60% to 88% over the same period.
To meet growing demand for custom models, Rolls-Royce expanded its bespoke operations in late 2011 by doubling the number of workers to over 50 people, while the brand also has plans to expand its manufacturing facility this year.
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