A solid gold tread plate made for a "bespoke" Rolls-Royce Phantom. Photo: Rolls-Royce Motor Cars
Highly customized ultra-luxury vehicles are increasingly in vogue.
State of play: Rolls-Royce Motor Cars announced today that it's investing about $370 million to expand its capacity to make meticulously personalized vehicles for uber-wealthy customers.
The move comes after a 10% increase in "bespoke" vehicle revenue per unit in 2024, an all-time high jump.
The company delivered 5,712 vehicles overall in 2024, its third-highest ever.
Fun fact: Features of bespoke Rolls-Royce models have included:
Solid 18-carat gold sculptures.
Embroideries with more than 869,500 stitches.
"Holographic paint finishes."
Intricate marquetry. (I had to look up what this is.)
What's next: The company will debut a new electric Rolls in 2025.
