According to Wealth-X, there are 5,625 super-rich families or individuals throughout the world today with an aggregate net-worth of $8.6 trillion – all interested in top-of-the-line products and services. When selling to the Super-Rich, however, it is rarely about money. With a strong and growing focus on high-end experiences, companies learned that being a thought leader and luxury experience “contributor” is the most powerful and effective tool in bringing in new clients. Rolls-Royce has long been known for its engineering excellence and bespoke craftsmanship among luxury car brands. The term Bespoke however is fast becoming the most overused word in the world of luxury marketing. Then what does it mean exactly for the leader of the super-luxury car industry?
Almost 90% of Phantom customers commissioned their cars with some sort of bespoke design and over half of clients who picked up a Rolls-Royce Wraith model wished for bespoke personalization. When a customer is invited to Goodwood, UK to order their Bespoke car, they are welcomed in the lounge filled with images, materials and other elements of inspiration for their car. There, the customer sits with a team of designers, from color experts to experienced leather-smiths, who help bring to life the customer’s vision. The customization starts from opting for unique colors out of 44000 variations. If it’s not enough, Rolls-Royce designers can develop the personal exterior paint or interior leather color to match the customer’s favorite lipstick or bag. They can also source the wood for your car from a tree on your own estate. This way the car becomes a truly bespoke item and luxury fashion statement on 4 wheels.
The Starlight Headliner is another fascinating Rolls‑Royce Bespoke feature that makes every journey a magical experience with a stellar view in your car. The constellation of each Starlight Headliner is completely unique to the owner. It takes 9 to 17 hours and 2 craftspeople to create the personalized pattern of stars constellation, own name or Rolls-Royce logo on the ceiling. This feature is the perfect alliance of traditional craftsmanship and modern-day technology.
Super-Rich may have other unexpected ideas but Rolls-Royce would never say “no”. A Chinese buyer ordered seven sets of wheels for his car, so he would have one for each day of the week. Not mentioning concepts like adding champagne sets or installing picnic cabinets in the trunk. Rolls-Royce continues to deliver cars that are absolutely unique for their owners because that is what their owners are looking for. Highest-level personalization is also what has driven consistent growth of the brand.
Bespoke design doesn’t end with the car. Aftersales process focusing on customized automotive accessories is a very important step in the entire luxury customer journey. The brand’s Bespoke Design Studio constantly consults luggage experts, asking head butlers at luxury hotels about the interactions between consumers and their travel bags. Each bag features an embossing with the flying lady figurine, Rolls-Royce symbol for more than 100 years. Customers can purchase the luggage from dealerships as a set (around $45000) or by individual piece. It’s just another fashion-inspired, added value to their vehicles.
For Rolls-Royce the future is bespoke. What’s the future of your luxury brand?