Rolls-Royce has announced the availability of – wait for it – a new picnic set! What, not excited? Did we mention that it's made from polished aluminum, leather and wood veneers? Well that's just fine. We'll enjoy our champagne and caviar on the green without you. But that's not even the point – the popularity of customizing a new Rolls-Royce motorcar is.
On the Phantom family alone – discounting the popularity of the new Ghost – custom orders from Rolls-Royce have skyrocketed in the past few years in markets around the world. In the Middle East, for example, about 90 percent of Phantoms ordered last year had something off the usual options list ordered. That's up from 75 percent in 2005, the level at which all of Rolls-Royce markets worldwide are holding at in terms of customization, up from 50 percent in 2005.
Rolls-Royce's Bespoke design and engineering department can fulfill a variety of special orders, from the customer's name on the sill plates and special veneers to custom luggage and picnic sets like this one. Details in the press release after the jump.
DINING OUT WITH ROLLS-ROYCE MOTOR CARS BESPOKE PROGRAMME
A four-person picnic set finished in polished aluminum, veneer and leather is the latest commissioned feature to be brought to life by Rolls-Royce Motor Cars in-house Bespoke design and engineering team. It is just one of around 100 new highly personalised and unique engineering bespoke features that have been developed at Goodwood in the last 18 months.
"Bespoke is the jewel in our crown, the perfect complement to our luxury product line-up," explained Torsten Müller-Ötvös, Rolls-Royce Motor Cars CEO. "Customers expect a Rolls-Royce Phantom to be tailored to their individual desires and our team of talented designers and craftspeople are more than happy to deliver."
What is Rolls-Royce Bespoke?
When Rolls-Royce customers commission a Phantom, they demand more than just a list of standard features and options. Fulfilling that need for personalised service falls to the Bespoke programme.
Bespoke includes the development of anything from the most understated feature such as personalised tread plates, contrast stitching and seat piping to a bold expression of a customer's desires in the form of personalised veneers and unique exterior paints. Then there are stunning creations like luggage, glassware and the opulent picnic set, all designed in-house at Goodwood.
The programme is run by a small cross functional team encompassing design, engineering, manufacturing and sales. In 2009, Bespoke reached record levels. 75% of all Phantom models made last year included some element of Bespoke, compared to around 50% of cars delivered five years ago. Virtually each and every Phantom sold in the Middle East features commissioned bespoke elements.
"We always endeavour to surpass the expectations of our loyal and discerning clientele," added Thomas G. Jefferson Bespoke sales manager. "Through strong relationships with our dealer network, the Bespoke team's aim is to create cars as unique and individual as the clients themselves."
The Bespoke picnic set was first shown in Villa d'Este, Italy in April 2010. It will come to the UK's exclusive Salon Privé at the Hurlingham Club in London from 21 to 23 July 2010. Members of the design team will be on hand each day to talk to media about the Bespoke design programme.