{
  "id": 15206946,
  "title": "From 3,000 feathers to pet portraits, Rolls-Royce rides high on custom craze",
  "url": "https://urgent.news/2026/10/17/from-3-000-feathers-to-pet-portraits-rolls-royce-rides-high-on-custom",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-17T12:00:29.000Z",
  "source": {
    "name": "Guardian Business",
    "slug": "guardian-business",
    "url": "https://www.theguardian.com/business/2026/oct/17/rolls-royce-customised-cars"
  },
  "original_language": "en",
  "account": "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.\n\nThe 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.\n\nJulian 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.\n\nRolls-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.",
  "summary": "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…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}