The world automobile industry, and especially the European He is not at his best. They move in a scenario in which a crisis have converged Electrification derivedthe pressure of the Asian manufacturers and the imposition of Tariff policies who have staggered All strategies commercial
However, in the midst of all that chaos, a European brand looks at the future with optimism and closes one of its best years in sales and benefits, making public His intention to expand his production: Rolls-Royce and his personalized cars division.
Make unique rolls-royce
The British luxury car manufacturer announced an investment of 300 million pound High customization level in their finishes by its richest customers.
The brand is part of the BMW Group and, just as other luxury cars manufacturers such as Lamborghini, Ferrari, have highlighted or bugattithe personalization market of its cars has triggered the profit margins, while they have encouraged sales.
According to the Rolls-Royce Sales Report, the manufacturer sold 5.712 units in 2024: the third highest annual sales registered, although in reality it represents a 5% drop with respect to 2023. However, taking into account the Sales fall context generalized throughout the sector, staying in those figures selling luxury cars is a milestone.
As Chris Brownridge, executive director of Rolls-Royce, recognized in An interview for CNBCmuch of that success is due to the complex customizations that demand Your ultra -up clients.
“We have customers in every corner of the world and this increase in demand for more complex orders by our clients is something that we must satisfy. Therefore, Goodwood investment is something that demonstrates the health of the organization, but also demonstrates The trust we have in our growth plans, “said Rolls-Royce manager.
As its person in charge indicates, “what we intend – and we will – is to manufacture more special commissions and more extraordinary cars”, so the intention of this expansion is not to manufacture more cars, but to give greater coverage to the exclusive customization orders of the Bespoke programs and Coachbuild with which the final price of the car can double.
Rolls-Royce customization office in Seoul
The Roll-Royce plan is not limited to providing more space and resources to the workshops that carry out these customizations, but also plan Expand the number of private offices In which customers, prior exclusive invitation, can customize their vehicles to the slightest details. It would be the equivalent of going to a tailor to make you a custom car.
Exclusive cars: the lifeguards of European luxury brands
Personalization in Rolls-Royce only limits the budget of its customers. The British brand has come to develop An exclusive painting For one of his customizations called Lunaflair, in which they have spent a year and will only look A Rolls-Royce unit.
Brands like Ferrari, stood out in Your report of benefits of the third quarter of 2024 the Consolidated personalization growth in it Atelier Ferraridivision that the brand has created to respond to the exclusive requests of its customers.
Alessio Soligo, head of sales for southern Europe in Lamborghini, said that “each customer wants their custom suit. Above all, for supercar, customers want to have the possibility of customizing their car and Lamborghini offers them a wide range of possibilities to achieve it. “
Tim Bravo, director of communication of the brand, assured that 90% of the cars that come out of His factoring of Sant’agata Bolognese He does it with some type of customization and an average increase in its price of 20%.
Image | Rolls-Royce