The bespoke Rolls-Royce, the ultimate in luxury motoring? Featured

Personalization is particularly important for the significant UAE market.
by 30 June 2009

For more than 100 years , the name Rolls-Royce has been synonymous with the finest motorcars in the world. Purchasing a Rolls-Royce is an expression that you only accept the best.

Every Rolls-Royce is lovingly hand-built and hand-finished to exceptional standards by the best technicians and craftspeople in the motor industry. It is this approach that makes every Rolls-Royce so very special. It takes approximately 260 hours of labour to produce a Rolls-Royce, more than eight times as long as it takes to produce the average new car. The sumptuous interior of the Rolls-Royce is covered in the finest leathers, wools, and wood veneers, all crafted by hand to individual customer order.

This should be more than enough to satisfy the most discerning motorist; but some wish to take it further, demanding special distinguishing features to make their car completely unique. For those seeking the ultimate in personalisation, Rolls-Royce offers a bespoke service to make the particular vision for their Rolls-Royce come true.

The Middle East is steadily growing as an important market for Rolls-Royce. The UAE remains the strongest market in the region with an increase of about 70% in sales during the past year, while the dealerships in Abu Dhabi and Dubai align with cities like Beverly Hills, London and Tokyo as the top five best sellers in the world. It is little wonder that Rolls-Royce should see an increase in requests for bespoke features from the residents of the world’s most dynamically growing cities.

Rolls-Royce is more than happy to oblige these demands and indeed has a specially dedicated bespoke team tirelessly working at finding new paints, materials, technology and engineering solutions, striving to find new ways of creating truly one-off automobiles. Whether customers desire gold-plated Spirit of Ecstasy, visible exhausts, a glove compartment humidor or their initials inlayed into the wood veneer and embroidered into the headrests, the bespoke programme can make it happen.

One of the most high-profile of customers is Burj Al Arab, known as the world’s most luxurious hotel. Burj Al Arab has a fleet of 16 Phantoms and recently ordered two Special Edition Phantoms tailor-made to match the design and color of the hotel. Rolls-Royce delegated one of its finest designers to examine the luxurious property’s minor details, and translated them into two dedicated tailored Phantoms, reflecting the superlatively lavish aspect of both names represented.

In addition to the complete personalisation and individualisation under the bespoke programme, Rolls-Royce offers a unique series of cars that have been created by the Rolls-Royce Motor Cars' design team. These Bespoke Collections showcase the very
best in Rolls-Royce creativity and craftsmanship. A few editions are released each year. Each design will be produced in very limited numbers and only be available for a finite period of time.

The Phantom Pearl Bespoke Collection was launched in 2007 for the Middle East region, with the Phantom Pearl interiors designed around an innovative combination of finest materials. Inlays of mother-of-pearl are set into the wooden door cappings and the passenger-side fascia, with Piano Black wood fittings to provide a dramatic contrast with the iridescent beauty of the mother-of-pearl.

Earlier this year, the Middle East welcomed the first coachbuilt Phantoms to be delivered anywhere in the world. These luxurious vehicles were built to a specific order for customers in Abu Dhabi and Dubai. “An additional row of rear facing seats creates a sumptuous lounge area in each of these very special coachbuilt Phantoms”, said Peter Schoppmann, Regional Director of Rolls- Royce Motor Cars for the Middle East. “With bespoke features such as a custom-built retractable privacy glass divider, pop-up television, a goldplated Spirit of Ecstasy and some interior diamond applications, these really are highly individual hand-crafted cars.” The Middle East market currently claims the highest number of requests for Coachbuilt Phantoms worldwide.

In the words of Rolls-Royce Motor Cars, “the particular vision of the customer is the objective - the only limit of the Bespoke Programme is imagination”. Let yours run wild, and make your very own Rolls-Royce come true.

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