Personalization Services Are a Major Support for Rolls-Royce Bottom Line

Rolls-RoyceRolls-RoyceUnited Kingdom, 1904 > present31 models
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has reported record sales for the last three consecutive years. A major supporter of Rolls-Royce's bottom line now comes from its range of personalization services for its cars.  Ninety percent of PhantomRolls-Royce Phantom Gen.2United Kingdom, 2012 > present12 versions
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buyers and 70% of Rolls-Royce GhostUnited Kingdom, 2010 > present15 versions
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buyers now use the service, and it has been increasing each year. 

Since 2005, Rolls-Royce has seen a steady increase in customers for its personalization services. With 50% of Phantom buyers opting for the service in 2005, it has increased to 90% today. The Middle East and North America opt for it the most often with 100% and 95% respectively. It is least popular in Asia at 83% of buyers using the service. 

Rolls-Royce introduced the personalization service on the Ghost in 2011, and 56% of buyers used its services then. Today it is 70% of buyers. It is most popular in the Middle East and Europe at 99% and 96% respectively. Asian buyers are also the least likely to opt for personalization on the Ghost at 48%. 

The bespoke parts require more skilled workers at Rolls-Royce. It doubled its workforce of bespoke craftspeople in 2012. 

The most common additions are simple embroidered monograms, but buyers can specify the cars however they would like. Buyers have had their cars wood finishes created from a tree on their estate and had interior colors matched to shades of lipstick. Other buyers have specified custom picnic sets, humidors and champagne coolers. 

“Our highly discerning customers delight in specifying personal enhancements to their motor cars. Placing our customers at the heart of the design process in this way is central to Rolls-Royce Motor Cars’ unique brand promise," said Rolls-Royce CEO Torsten Müller-Ötvös.