The Atelier Philosophy of Rolls-Royce ‘Bespoke’

Rolls-Royce forever says its luxury creations are “more than just motor cars.” The phrase gives the sense of time and place when men and women of means wafted about in a chauffeur-driven Silver Cloud. However, a Rolls-Royce isn’t simply for C-suite executives wanting a war room on wheels. With the Rolls-Royce “Bespoke” customization program, there’s a nearly endless choice for those with deep pockets.  

What does Bespoke mean?

Bespoke is a high-dollar word for a high-dollar car. Yet, it’s just a Transatlantic synonym for custom.

For example, one would be fitted for custom garments in a boutique New York City haberdashery. On Savile Row in London, though, one would receive bespoke tailoring. Apparel linguistics aside, the Rolls-Royce Bespoke customization program gives the potential owner free reign over the design, inside and out.

What is the Rolls-Royce Bespoke process?

When Rolls-Royce says, “the only limit is the customer’s imagination,” they mean it. It’s not so much checking an options list but beginning the process of “curating.”

For instance, inside one of their regional commission suites, potential owners can select the exterior color. That may not sound exciting, but there are over 40,000 to choose from. Rolls-Royce will even make a custom color if none of the current hues suffice. But clients don’t just pick a color off a strip of paper. The commissioning suite uses interchangeable “speed forms” to show off a Roller’s pigment. Moreover, they even have a unique lamp to emulate how the sunlight hits different parts of the globe. Therefore, one can be absolutely sure their Rolls-Royce looks perfect as the Sun sets over the Monaco Harbor. 

The “coach line” or pinstripe of the Rolls-Royce can also be customized to nearly any customer’s desire. Rolls-Royce Bespoke is at the buyer’s beck and call, whether it’s a family crest, elegant figurehead, or Fortune 500 company logo. Potential owners can even make the coach line design a depiction of what animal hide is stretched over the interior. Rolls-Royce says they constantly work with exotic leathers, including alligator, crocodile, and ostrich. And, of course, that leather is stitched and embroidered in any color under the Sun, as is the umbrella hidden in the door. Even the car’s dashboard is a wall to commission a detailed work of art.

Rolls-Royce modern coachbuilding 

Rolls-Royce Phantom Boat Tail
Rolls-Royce Phantom Boat Tail | Jeff Spicer, Getty Images

If the world’s most inclusive options list doesn’t cut the mustard, there is a level of customization beyond Bespoke. “Coachbuild,” which Rolls-Royce says is the automotive equivalent of haute couture, is an invitation-only service offering individuals an extraordinary level of marque craftsmanship. Rolls-Royce CEO Torsten Müller-Ötvös said, “clients are intimately involved at each step of the creative and engineering process…translating their personal qualities into elements of the commission.”

This level of custom creation begins with a blank sheet of paper by one of the automotive artisans at Rolls-Royce’s Home at Goodwood. Head of Rolls-Royce Coachbuild Design Alex Innes said, “capturing the client’s personality is fundamental. It is an artistic skillset only existing at Rolls-Royce.”

One interpretation of the program is the Phantom Boat Tail, which “honors the owners’ lifelong reverence for life at sea,” Rolls-Royce said. The exquisite bespoke exterior shell drew aesthetic inspiration from early 20th-century yachts, including a butterfly-door rear deck.

How much is bespoke Rolls-Royce? 

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Rolls-Royce ‘Bespoke’ Customization Program Leads to 2022 Record Sales

To gaze at the Spirit of Ecstasy as a Rolls-Royce owner, they must choose a current Cullinan, Dawn, Ghost, Phantom, or Wraith model. Car and Driver says the least expensive, the Ghost, starts at $343,000.

Beyond the initial price of the car, there is as much customizing and spending money as the wanting owner wishes. The prices most have paid to experience the Rolls-Royce Bespoke program are unavailable. After all, talking about money is uncouth, right? Some figures have been released, including the aforementioned Phantom Boat Tail. Last year, Rolls-Royce built three Boat Tails, each fetching $28 million, HotCars reports. 

Because of Rolls-Royce Bespoke, the company filled the most orders in its 118-year history. They built 6,021 vehicles, CNBC reported. Price didn’t seem to scare off any customers as the average price of a Rolls-Royce soared to $534,000.