Rolls-Royce Bespoke Demand Drives Growth

Demand for bespoke luxury vehicles in the UAE has continued to rise in 2013 and has been a large factor in record sales in the region for luxury behemoth Rolls-Royce.

The high-end car manufacturer named Abu Dhabi as its most successful market in the world last month as it recorded the highest number of sales so far this year and also named the UAE’s capital as its biggest global market for its bespoke vehicles.

The manufacturer runs a customisation sub-sector, The Bespoke Programme, to cater for the increasing demand and is unveiling new bespoke models in the second half of 2013 to help meet orders.

“The ability to personalise one’s vehicle has always been at the heart of Rolls-Royce…In doing so, we help cater to the ever growing customer-base demanding a combination of luxury and unique customisation,” said Mohammed El-Arishy, Rolls-Royce brand manager at AGMC, the authorized dealer of Rolls-Royce cars in the UAE.

“Our clients in Dubai and in the Northern Emirates appreciate unique and limited edition vehicles, so we always maintain a selection of Rolls-Royce Motor Cars that appeal to their individual style.

“A bespoke colour can really make the vehicle stand out on the roads of the UAE, and gives the vehicle a personality.”

AGMC recently took delivery of three new bespoke models of the Rolls-Royce Ghost, focussing on the popular two-tone exterior look.

Speaking exclusively to Gulf Business at the start of the year, Torsten Müller-Ötvös, CEO of Roll-Royce Motor Cars, said the company’s personalisation programme set a new record with three out of four Ghost models and 95 per cent of Phantom models having bespoke work added.

“Bespoke is extremely popular here. You can say that there is no car we sell here in the Middle East without being bespoke,” said Müller-Ötvös.

“Everything is possible; your imagination is the limit. You buy a Rolls-Royce to reward yourself for a success in life, and I think many of our customers are putting quite some time into how that car should look at the end of the day.”