Key facts
- Rolls-Royce offers extensive bespoke customization for its luxury vehicles.
- Customers can select from over 44,000 color options and unique materials.
- Base prices for Rolls-Royce cars exceed $350,000, with customizations significantly increasing the final cost.
- The manufacturing process involves detailed design consultations and hand-craftsmanship at the Goodwood, England factory.
- Some clients opt for additional modifications through third-party customization companies.
Rolls-Royce is taking luxury car customization to an extreme level, offering ultra-wealthy clients the ability to create unique, six-figure vehicles through its bespoke program. The British automaker's factory in Goodwood, England, serves as the hub for this meticulous process, where artisans hand-craft vehicles to precise client specifications.
Customers can choose from an extensive palette of over 44,000 colors and select custom wooden veneers, among other personalized features. The base price for these vehicles can start around $350,000, but the true cost escalates with the extensive customization options, a fact that does not deter clients who view these cars as masterpieces.
"When our clients interact with us, they don't need a car; they've typically got lots of cars. They want to create a masterpiece," stated Chris Brownridge, CEO of Rolls-Royce Motor Cars. Some clients even seek further modifications from third-party customization companies.
The design journey begins with detailed consultations, where designers like Cara Vitry work to understand the client's vision, starting with sketches and progressing to digital renderings. One client, Rebecca Fowler, is on her third customized Rolls-Royce, a purple Cullinan SUV that starts at over $440,000 before customizations. She is also planning a fourth car, the Coachbuild Nightingale, with an anticipated price tag of $9.5 million, of which only 100 will be built.
"It's just a different level of luxury," Fowler commented on the experience.