Rolls-Royce Wants to Focus on Exclusivity and Brand Heritage Over Production Numbers
Growing sales numbers and volume are the name of the game for some of the most popular automakers like Toyota, Volkswagen, and Ford, but lately, even some of the most venerable names making premium cars have been ramping up their output.
In recent years, luxury powerhouses like BMW and Mercedes, and even exotic brands like Lamborghini, have grown their lineups to ramp up their annual sales with a broad stream of eager, new customers seeking a ride on the wave of prestige of their badge. However, one of the most illustrious luxury car brands, Rolls-Royce, is bucking the trend.
In a recent interview with American broadcaster ABC, the newly appointed president of Rolls-Royce North America, Jon Colbeth, said that the phenomenon of luxury automakers chasing volumes is a "race to the bottom," that puts their brand's image in jeopardy.
"There are plenty of manufacturers with very expensive cars out there with full showrooms right now," Colbeth said. "We want to invest in the brand, we want to continue investing in the brand, but we want to grow it with bespoke."
In lieu of chasing volume, Rolls sees its Bespoke service as a new driver of its business. By ordering a bespoke car from Rolls-Royce, deep-pocketed clients forgo the showroom in favor of "Private Offices," where they can commission unique vehicles with personalized paint colors, special materials, and other "wishes" to be granted for the right price.
In his words, Colbeth explained that "If somebody is going to buy a new Rolls-Royce, they want to make sure it's their Rolls-Royce. The only way to do that is to personalize it."
Rolls is investing $370 million to expand its plant in Goodwood, England, to aid the program. In a statement released during its announcement in May 2024, CEO Chris Brownridge revealed that the upgrades will help the company with bottlenecks in the current production process. For instance, upgrades to the paint shop will help it apply two-tone color schemes on more cars. Despite this, Rolls and Colbeth have no intention of increasing production numbers or even promoting their cars with celebrity faces. They note that the "brand speaks for itself," and clients don't buy Rolls-Royces "because a celebrity is driving it."
"We don't want to be the car for everybody," Colbeth told ABC. "It's not what we're about. We're investing $370 million in our [U.K.] plant extension without making more vehicles. What brand does that? Our focus is adding bespoke capacity and allowing each commission to be more special for clients."
Although the brand managed to move 5,712 vehicles last year amid the introduction of new models like the Spectre EV and an updated Cullinan SUV, Colbeth maintains that no matter which vehicles they choose, new clients join the Rolls-Royce "family and everything that comes along with it."
"We need to grow the future of Rolls-Royce. We've been around for 120 years ... and we're going to be around for a long time. We're stewards of the brands. Our responsibility is to cherish it."
Personalization and luxury goods go hand-in-hand. Parisian fashion ateliers Louis Vuitton and Goyard offer hand-painted monograms on their items, and shirtmakers from Brooks Brothers to Eton offer their customers the opportunity to add their initials to their white shirts in various fonts and colored threads.
Going back to cars, Rolls-Royce is not alone in making boatloads of money from programs similar to its bespoke program. Ferrari has the Tailor Made and Atelier programs, Porsche has Sunderwunsch ('special wishes'), and even Maserati has an in-house customization program called the "Officine Fuoriserie Maserati," or "Office Out of Series Maserati."
In 2024, Ferrari sold just 13,752 vehicles but grossed around €1.3 billion ($1.35 billion) from personalization last year, accounting for about a fifth of overall revenues at the prancing horse. Taste may be subjective, but the freedom that ultra-luxury automakers let clients customize their vehicles proves there is money to be made.
Copyright 2025 The Arena Group, Inc. All Rights Reserved.
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