From 3,000 feathers to pet portraits, Rolls-Royce rides high on custom craze
In our second in a series on high-end UK manufacturing, we visit the artisans producing rich clients’ bespoke luxury cars
TL;DR
- Rolls-Royce clients are making increasingly extravagant customization requests, such as interiors with thousands of feathers or built-in champagne coolers.
- The average age of a Rolls-Royce buyer has decreased significantly, with younger entrepreneurs from tech industries now making up a substantial portion of the customer base.
- The company is undertaking a £300m investment to expand its Goodwood factory, indicating a strong commitment to its UK manufacturing operations.
- Bespoke customization is a key driver of value, with the average selling price of a Rolls-Royce increasing substantially due to personalized features.
- Rolls-Royce is adapting to changing client tastes, including incorporating elements like the bitcoin symbol and creating vehicles dedicated to owners' pets.
- Despite challenges in the global luxury market and a revised EV strategy, Rolls-Royce is investing in its artisanal craftsmanship to meet complex client demands.