Exclusive Luxury Cars

It’s All About the Bespoke Experience

These days, most car manufacturers are focused on cranking up production numbers. Brands like Toyota, Volkswagen, and Ford jump into the race, but even luxury names like BMW and Mercedes are expanding their fleets to reel in more sales. Then there’s Rolls-Royce, cruising in the opposite lane.

While many car makers are revving up their game for more volume, Rolls-Royce steadfastly refuses to follow the crowd. They’ve remained focused on what truly sets them apart: exclusivity and personalized luxury.

Bespoke Only

Recently, Jon Colbeth, the new head of Rolls-Royce North America, made it crystal clear in a chat with ABC. He labeled the trend of luxury brands focusing on volume as a “race to the bottom,” potentially risking their brand’s high-end image. According to Colbeth, all the expensive cars filling up showrooms are missing one crucial element: customization.

Rolls-Royce’s bespoke program flips the script by offering a deeply personalized experience. Deep-pocketed clients can bypass traditional showrooms for “Private Offices.” Here, they can custom-design their dream car down to paint colors and unique materials. As Colbeth put it, “The only way to do that is to personalize it.”

New investment plans worth $370 million aim to revamp Rolls-Royce’s facility in Goodwood, England, addressing production logjams. The upgrades include enhancements to their paint shop capabilities for more two-tone designs. What’s striking is that this effort isn’t about upping output but enhancing customization.

Colbeth’s stance is that quality and experience trump the numbers game. It’s about making each Rolls-Royce unique and fulfilling customers’ one-of-a-kind visions. Expanding production without losing the personal touch is a rare move in today’s market: “Our brand speaks for itself,” Colbeth said.

Despite moving nearly 5,712 vehicles last year, including new models like the Spectre EV and an updated Cullinan SUV, Rolls-Royce remains committed to maintaining its exclusive club. With each purchase, customers join a longstanding legacy, marking their place in the Rolls-Royce “family.” The sentiment is clear: it’s about cherishing the heritage rather than hitting numerical targets.

Inside the Ride

Personalization in high-end markets isn’t new. Brands such as Louis Vuitton and Brooks Brothers have long offered clients a chance to leave their mark, just like Rolls-Royce. In the auto world, Rolls isn’t alone. Ferrari, for example, boasts bespoke services like the Tailor Made program, echoing the same deep-pocketed tailoring experience. Even with a fraction of the sales in comparison to mainstream brands, Rolls-Royce and others like Ferrari manage impressive revenue, banking on personalization.

The driving experience of a Rolls-Royce is different from even other luxury vehicle makers. It’s not just about speed numbers or engine power; it’s about the experience—like gliding on silk. The purr of the engine, the soft ride, and above all, the comfort offered in the cabin are unmatched. They’re in a class of their own, much like tailor-made suits. In a world where speed and practicality tend to dominate conversations, the Rolls-Royce simply redefines how one approaches the very idea of what a car can be.