Rolls-Royce 'Bespoke' success in 2013

Global Bespoke take-up increased in 2013 as customers for Phantom and Ghost commissioned higher levels of Bespoke content on their cars. In its first year of availability, 90% of Wraiths were purchased with owner-specified Bespoke options.

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. Levels of personalisation on the Phantom were highest around the world compared to other Rolls-Royce models, with 98% of North American customers and 95% of European owners creating Bespoke Phantoms. In addition, 86% of Asian buyers created Bespoke Phantoms for themselves.

The Rolls-Royce 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 Asian owners individualising their cars.

All three models surpassed their revenue targets in 2013 with an overall revenue increase of 30% over 2012. In addition, Australian dealers saw increases in Bespoke content with a growing trend towards personalisation.

"This continuing growth in Bespoke sales in 2013 proves the fact that Rolls-Royce is the home of Bespoke in the luxury world," said Torsten Muller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars.

"The success of this operation here at Goodwood continues to attract more discerning individuals from all over the world to our marque, and reaffirms our decision to expand our Bespoke offer over the last three years. It also means that we have been able to create 100 further jobs for skilled craftspeople here at the Home of Rolls-Royce."

2013 saw a high number of Bespoke Collection cars unveiled to the world, amongst which the most memorable were the Celestial Phantom, the Alpine Trial Centenary Ghost and of course the Home of Rolls-Royce Collection.

Image: Rolls-Royce