Individuality seems to be the key to a successful high-end car brand, as Rolls-Royce reveals its third record sales year on the run - thanks in part to the company's Bespoke personalisation.
Almost every Phantom and Ghost sold in Europe and the Middle East has been sold with varying degrees of Rolls-Royce's Bespoke personalisation package. These substantial figures are complemented by those in North America, where 95 per cent of Phantoms sold contain Bespoke design.
"Our Bespoke personalisation service is the jewel in the crown of the Rolls-Royce success story," said Torsten Müller-Ötvös, Chief Executive Officer at Rolls-Royce Motor Cars. "Placing our customers at the heart of the design process is central to our unique brand promise."
Some unique requests range from interior trim crafted from a tree on a customer's estate to mixing individual interior and exterior colour schemes to match the hue of a favourite lipstick. Other details can include initials embroidered into headrests, champagne coolers and cigar humidors.
The popularity of Bespoke design has led to an expansion at the plant at Goodwood. An additional 2,500 square metres was added to the facility last year; and the demand for engineers, craftspeople and designers has doubled.
As well as individual personalisation, the technicians at the Rolls-Royce Bespoke Centre also work on limited edition collection cars; thus expanding the practically limitless Phantom and Ghost range even further.