Rolls-Royce Enhances Customer Customizing Program

Rolls-Royce Motor Cars is expanding its Bespoke customizing operation to meet growing demand for items tailored to the buyer's specification, says the British maker of super-luxury cars.

Rolls-Royce custom options include picnic basket set.

Bespoke, based at the home of Rolls-Royce at Goodwood in West Sussex, U.K., will see a doubling of team members, including designers, engineers and project-management staff, by the end of 2011.

The auto maker says in a statement this will bring its number of Bespoke experts to more than 50.

Customer demand for personalized features is soaring, transforming its cars into unique, hand-crafted masterpieces, Rolls-Royce says.

Besides recruiting designers, manufacturing engineers and project managers, Bespoke also is expanding in areas including product marketing and sales.

The Bespoke program isn’t limited to design of the cars themselves. Rolls-Royce says it allows customers to add accessories reflecting their personal lifestyles.

Sales and Marketing Director Jolyon Nash says examples include picnic sets color-matched to a car’s interior, luxurious interior materials and seamless storage for favorite belongings.

Customizing options always have “been at the heart of Rolls-Royce,” Nash says. “It is very encouraging to see that after more than 100 years at the very pinnacle of the automotive world, our Bespoke services are still very much in demand from customers all over the world today.”