Rolls-Royce Prioritizes Bespoke Luxury, Even as Sales Dip
A visit to Rolls-Royce’s factory in Goodwood offers a glimpse into a world unlike any other car manufacturer. Nestled amidst the picturesque West Sussex countryside, it resembles a luxury hotel, complete with meticulously maintained wildflower meadows, reed-fringed ponds, and perfectly sculpted foliage.
Despite a slight dip in sales, Rolls-Royce’s response is anything but typical. The company reported selling 5,712 cars in 2024, 320 fewer than the previous year. However, Chris Brownridge, the CEO since late 2023, remains unfazed. “Absolutely not!” he declared, emphasizing that “we don’t see ourselves as a car company.”
Instead, Rolls-Royce views itself as a luxury-goods firm. Success is measured by “bespoke content,” according to Mr. Brownridge. This encompasses the personalized touches customers can request for their vehicles, ranging from elegant coachlines to hand-painted silk panels. Last year, the value of these highly profitable features increased by an average of 10% per car, driving the average price of a Rolls-Royce to around £500,000 ($615,000).
The Rise of Customization in the Auto Industry
The rest of the car industry is beginning to follow Rolls-Royce’s lead. Even mainstream brands are differentiating themselves through the in-car “experience,” focusing on elements such as mood lighting and sophisticated infotainment systems, rather than solely on the horsepower of the engine.
Rolls-Royce, which once dismissed performance figures as vulgar, now emphasizes craftsmanship, as others highlight digital technologies. Dealers offer an extensive array of options: mini-fridges and champagne flutes within the rear armrests, for example, in contrast to less distinguished brands offering plastic cupholders.
Bespoke Experiences and Exclusive Designs
Beyond the standard options, Rolls-Royce encourages customers to visit its Goodwood factory or one of its four “private offices” located in New York, Dubai, Seoul, and Shanghai. There, customers can work with the company’s designers to create even more exclusive, and expensive, customizations. Rolls-Royce reports that “hundreds” of customers have taken advantage of this bespoke service.
The ultra-wealthy, a key demographic of the Rolls-Royce customer base, may be less affected by economic downturns. British craftsmanship continues to hold significant appeal. Rolls-Royce is unique in having a head of embroidery, who can create intricate designs into interiors, such as the wildflower design inspired by a customer’s hike.
The firm is particularly proud of a Phantom saloon model that is a homage to the car driven by the villain in the James Bond film “Goldfinger.”
Mr. Brownridge stresses that the company is focused on expanding its bespoke offerings rather than solely increasing sales. An investment of £300 million in factory expansion next year will support this growth, and provide space to manufacture even more exclusive one-off cars, which could sell for as much as $30 million each.
While Rolls-Royce remains discreet about the financial contribution to its German owner, BMW, Mr. Brownridge states that it is a “meaningful contribution” as a “jewel in the crown.” And if you want a bejewelled ornament added to your car, Rolls-Royce can certainly help.
