Rolls-Royce Owners Get Personal at Record Levels

Rolls-Royce says its bespoke business reached record levels last year, with almost 95% of its cars personalized by their owners.

In its first year of availability, 90% of Wraith models were purchased with owner-specified options.

Levels of personalization on Phantom models were highest worldwide compared with the rest of the Rolls-Royce lineup, with 98% of North American customers, 95% of European owners and 86% of Asian buyers creating bespoke vehicles for themselves.

Middle Eastern owners lived up to their reputation of demanding the most individual cars in the world with 99% of both Ghosts and Phantoms featuring various levels of bespoke content.

The Ghost, by its more informal nature, had a slightly lower bespoke content outside the Middle East, with 96% of European buyers, 79% of North Americans and 54% of Asians individualizing their cars.

Rolls-Royce CEO Torsten Muller-Otvos says in a statement all three models exceeded their revenue targets in 2013, with an overall year-on-year revenue increase of 30%.

“This continuing growth in bespoke sales in 2013 proves the fact that Rolls-Royce is the home of bespoke in the luxury world. It also means that we have been able to create 100 further jobs for skilled craftspeople here at the home of Rolls-Royce” in Goodwood, U.K., he says.