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 ‘Our town is making jeans again’: meet the firm reviving jobs and skills in Wales They are the plaything of kings, presidents and A-listers, with Rolls-Royce enthusiasts ranging from the Sultan of Brunei to Rowan Atkinson, from King Charles III to Kermit the frog . And at the…
Rolls-Royce, renowned for its bespoke luxury vehicles, has become the epitome of customisation in the automotive world. From a car adorned with 3,000 iridescent feathers to a built-in champagne cooler, wealthy clients have increasingly sought unique features for their prized possessions.
The company, based in Goodwood, West Sussex, is experiencing a surge in customisation requests, with buyers ranging from royalty to tech millionaires. The average buyer is now just 43 years old, a significant drop from 56 in 2010. This new demographic, built on wealth generated by technology, has driven demand for personalized cars.
Julian Jenkins, Rolls-Royce's director of sales and brand, notes that clients are increasingly specific about their desires. They seek cars that reflect their personalities, as seen in a recent example where a wealthy American couple commissioned a car dedicated to their Labrador, Bailey. The dog's features were meticulously carved into the rear panel over a four-month period, with paw prints etched into the doors.
Rolls-Royce's production capacity is being stretched by this demand, and the company is set to double the size of its factory as part of a £300 million investment from BMW. This investment is part of a broader effort to secure Rolls-Royce's future in the UK. Despite facing challenges such as competition from Chinese manufacturers and rising industrial energy costs, Rolls-Royce remains a symbol of British craftsmanship and excellence.
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