More than half of the clients who specified a Rolls-Royce Ghost in 2011 turned to modified personalisation. The service, which includes anything from the application of unique paint colours, coach lines and tread plates to whole vehicle designs featuring champagne sets, humidors and picnic cabinets, helped drive Rolls-Royce to record sales last year.
In total, 56 per cent of Ghost and Ghost Extended wheelbase models sold around the world featured personalised designs in 2011.
The move to highly personalised Rolls-Royce Ghost models follows an increase in sales of personalised Phantom family cars last year. More than eight in every ten Rolls-Royce Phantom models passed through the hands of the team’s designers and skilled craftspeople, before being delivered to a client. In some markets in the Middle East, every Phantom featured personalised content.
The proportion of Phantom family cars with personalised content - delivered to Middle Eastern clients - rose from 75 per cent in 2005 to 99 per cent last year, while in Europe the figure increased from 50 per cent to 89 per cent. In North America it rose from 30 per cent to 84 per cent over the same period and in Asia Pacific from 50 per cent to 79 per cent. In the United Kingdom, the third largest single market for Rolls-Royce Motor Cars, the proportion of Phantom family cars featuring personalised content, increased from 60 per cent to 88 per cent.
In August 2011 Rolls-Royce announced an expansion of its operation to meet growing demand, doubling the number of personalised experts working at the Home of Rolls-Royce in Goodwood by the end of the year. The company is also about to expand its manufacturing facility, partly due to the increase in demand for personalised cars. Work will commence next month.
