- Rolls-Royce is seeing heavy demand in the Middle East and China for custom models, including the 2012 Year of the Dragon Phantom.
- Custom Phantoms delivered to Middle East clients jumped from 75 percent in 2005 to 99 percent in 2011, said Rolls-Royce.
- The automaker said that 56 percent of Ghosts sold around the world in 2011 featured custom touches like champagne sets, humidors and picnic cabinets.
GOODWOOD, England — Wealthy Rolls-Royce buyers in the Middle East and China are snapping up custom models, including the 2012 Year of the Dragon Phantom, propelling the automaker to explosive growth.
Custom Phantoms delivered to Middle East clients jumped from 75 percent of the sales mix in 2005 to 99 percent in 2011, said Rolls-Royce, which added, "In some markets in the Middle East, every Phantom featured bespoke content."
Custom Phantom sales increased from 30 percent to 84 percent in North America in 2011.
Rolls-Royce last year doubled the number of custom experts in its bespoke operation here and in February will break ground on an expanded manufacturing facility. Earlier in January, Rolls-Royce announced its best sales year in the company's 107-year history. It sold a record 3,538 cars globally in 2011, a 31 percent increase over 2010.
The automaker has sold out of a $1.2-million 2012 Year of the Dragon Phantom model in China, according to Bloomberg.
The Year of the Dragon model includes a gold dragon hand-painted on the side of each sill, elaborate dragon embroidery in the cabin and hand-stitched pillows for rear passengers.
The automaker said that 56 percent of Ghost and Ghost Extended Wheelbase models sold around the world in 2011 featured custom touches such as champagne sets, humidors and picnic cabinets.
According to a May 2011 study by the Boston Consulting Group, the number of millionaire households in the world increased by 12.2 percent in 2010 to about 12.5 million. The U.S. had by far the most millionaire households at 5.2 million, followed by Japan, China, the United Kingdom and Germany, the study said.
Inside Line says: What recession?
Add A Comment »
markinnaples says:
10:54 AM, 01/30/2012
If you have to comment, you can't afford :)
k55 says:
09:18 AM, 01/30/2012
I am loving my 2011 "Rub a Dub Dub " Hot Tub Special Edition Rolls Royce Phantom......You all don't know what your missing ..This fine automobile should be on anyone's short list to consider...
...Oh, pardon me and my faux pas , how silly of me ........You cant afford this superb craftsmanship of course since you are part of the 99% .
Well thank you all the same,
1%
pei_asdf says:
09:15 PM, 01/29/2012
So sad Maybach is dead. Most of the buyer went RR and Bentley on name along even thought Maybach are far more luxurious.
ne1butu2 says:
05:18 PM, 01/29/2012
This appearance package is just as low rent as the Coach package in the Lexus ES or the Cartier package in a Lincoln. I don't care if it's a 30k car or a $300k car, it's really bad taste to have a dragon embroidered into the headrest. There's a reason that RR didn't make a "party like it's 1999" edition. It's not only about making a buck, it's about keeping Rolls Royce's brand equity elevated. And this cheesiness doesn't do it.
greedyamerican says:
02:04 PM, 01/28/2012
Rolls-Royce is for really really old generations. That is the impression I got.
calspecial68 says:
12:55 PM, 01/28/2012
Talk about catering to a certain demographic. I'm sure it looks prestigious to them, but to me it looks like a gaudy appearance package. Then again, it's a whole other culture. Then again...again, I wouldn't spend money on a modern Phantom even if I had some.
mazda609 says:
12:38 PM, 01/28/2012
Can't really compare a Ghost to a Phantom. The Ghost is more driver oriented vs the Phantom's more passenger oriented. I agree that it would be nice to see something new come from Rolls-Royce to show us there full potential but its still a pretty good car.
@mustang5507
Whether the Ghost is better or not depends on what a persons needs are or likes. The Phantom is more comfortable while the Ghost is more "sporty." If jm1212 prefers a "funner" car to drive than it can be said that the Ghost is a better car. If you prefer sitting in the back in absolute comfort than the Phantom is better. Assuming that you have had the opportunity to experience both vehicles, I'd like to know which one you prefer.
bankerdanny says:
08:47 AM, 01/28/2012
When you want to sell 200,000+ copies of a particular model a year then you need to freshen it regularly. If you are selling a cutting edge sports car, you need to freshen it regularly.
When you want to sell a few hundred hyper luxury cars carrying one of the most prestigious names in luxury cars frequent changes just aren't required.
andrew20195 says:
06:18 AM, 01/28/2012
@isend2c
Because for the most part, "the best" is timeless. High quality materials, high quality craftsmanship. The styling isn't exactly outdated either. Rolls Royce has never followed popular design trends. They've always been conservatively styled. If you want the most up to date electronic gizmos, I'm sure Rolls Royce would be happy to accomodate you on your custom Phantom.
isend2c says:
01:49 AM, 01/28/2012
it's unacceptable for an average car like a Sonata or Versa to exist without a redesign for 6 years, why is it alright for a car where people expect the best to be pushing well over a decade? It's not OKay for Maybach, or, are those not in the same class? I've never ridden in any Rolls or Bentley or any super luxury car, but I'd rather have the modern BMW goodies found in the Ghost. They look the same anyway, and it's not like the Ghost is subpar...