Bespoke demand helps Rolls-Royce profit margins

It’s that time of the year when motoring giants begin announcing their results. And so far, there has only been good news. Ferrari announced that it recorded handsome profits even though its sales did not grow significantly a few days ago, and now Rolls-Royce Motor Cars has announced profits as well. For Rolls-Royce this profit is courtesy to the growing demand for personalisation in its cars. 

Rolls-Royce claims that almost 95 per cent of its cars manufactured in 2013 were personalised by their owners. Global bespoke take-up increased in 2013 as customers for Phantom and Ghost commissioned higher levels of bespoke content on their cars. Moreover, in its first year of availability, 90 per cent of Wraiths were purchased with options specified by their owners.

The demand for personalising Rolls-Royce Ghost and Phantom models rose to 99 per cent in the Middle- Eastern countries, but it was the Phantom that was ordered with the highest personalisation from customers across the world as compared to the other Rolls-Royce models. 

Ninety-eight per cent of North American customers and 95 per cent of European owners for instance preferred going the bespoke way with their Phantoms. The Ghost on the other hand had the lowest individualisation demands outside of the Middle East constituting to about 96 per cent of European buyers, 79 per cent of North Americans and 54 per cent of Asian buyers. All three Rolls-Royce models surpassed their revenue targets in 2013 with an overall revenue increase of 30 per cent over 2012, said Rolls-Royce.