Rolls-Royce Motor Cars says its Bespoke business has become more successful than ever, as almost 95 percent of all cars purchased in 2013 were customized by their owners.
Global Bespoke activity increased in 2013 with Phantom and Ghost customers commissioning higher levels of Bespoke content on their cars. In its first year on the market, 90 percent of Wraith coupes were purchased with Bespoke options specified by their owners.
Customers in the Middle East were the biggest fans of individual cars, with 99 percent of cars delivered in the region featuring various levels of Bespoke content. The Rolls-Royce Phantom was the most personalized among the brand’s lineup worldwide, with 98 percent of North American customers, 95 percent of European owners and 86 percent of Asian buyers ordering Bespoke Phantoms.
The level of personalization for the Ghost was slightly lower outside the Middle East, with 96 percent of European buyers, 79 percent of North Americans and 54 percent of Asian owners individualizing their cars.
All three Rolls-Royce models surpassed their revenue targets in 2013 with an overall revenue increase of 30 percent over 2012. “This continuing growth in Bespoke sales in 2013 proves the fact that Rolls-Royce is the home of Bespoke in the luxury world,” said Rolls-Royce Motor Cars CEO Torsten Müller-Ötvös.
Rolls-Royce launched a high number of Bespoke Collection cars last year, including the Celestial Phantom, the Alpine Trial Centenary Ghost and the Home of Rolls-Royce Collection.
By Dan Mihalascu
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