Growing Demand Forces Rolls-Royce to Grow Bespoke Operation

By Trevor Dorchies | August 12, 2011
The average price of a new car in the U.S. sells for $28,400 according to the National Automobile Dealers Association, and most people plopping down their nearly-$30,000 don't have many options when it comes to customizing how their cars look. Then there's Rolls-Royce and its Bespoke operation, a customization program for a line of vehicles that start at $255,000. The Rolls-Royce facility in Goodwood, England has assembled an average of 1256 vehicles since 2005 and has been on a sharp incline since then. Rolls-Royce's Bespoke team is capable of customizing all features on a Ghost or Phantom down the color of the carbon fiber woven dashboard. The demand for unique customization on these super-luxury cars has seen a proliferation thanks largely to the proliferation of new money in former Eastern Bloc countries. Rolls-Royce has adjusted its operations, doubling the the Bespoke team of designers, engineers, and project management staff to more than 50 people. On Rolls-Royce's website there is an option to customize a Ghost or Phantom before you head down to the local dealership to pick it up. I decided to price out my next Rolls and chose to go with the less expensive Ghost. The finished product looks similar to the one pictured above, but I choose the silver satin bonnet finish option, a silver matte paint that sits on the hood and grille. The configuration offers different options for the interior and exterior including 12 choices of paint, three different driver systems, and five choices of veneer. You can design your own Rolls here. Bespoke is for those who want to take it a step further. Rolls-Royce will work with you to fit your exact needs. Entrepreneur and philanthropist Michael Fux (rhymes with "dukes")went as far as requesting a type of carbon fiber weave and exterior paint color that had never been laid on a Rolls-Royce in its 100-year history. Both the car and the candy apple red paint color were specially commissioned for Fux. The paint is reserved just for Fux and is labeled at Goodwood as Fux Candy Red. If you were buying a car that was worth this much, would you be meticulous in the details? Tell us below in the comment section. Source: Rolls-Royce