Rolling along in style

Rolls-Royce customers are a diverse mix of celebrities, stars, captains of industry, heads of state, sports personalities and young vibrant entrepreneurs. But they share a common characteristic - the desire for the very best, writes David Beckett.

The company says that every decision it makes, it ensures that it does not merely meet customers' expectations - it must be prepared to substantially exceed them.

For more than 100 years Rolls-Royce has stood for the ultimate experience in luxurious motoring. Under the custodianship of the BMW Group this great tradition has continued and is universally acclaimed as a modern-day automotive success story.

Historically, the company was most successful with a two model line-up - the larger Phantom-type limousine, complemented by a slightly smaller, more approachable Rolls-Royce. Today it has returned to this traditionally winning formula with the highly-successful Phantom family perfectly complemented by the new Ghost sedan - and in doing so it appears to have put Rolls-Royce Motor Cars on a strong footing for a long and prosperous future.

"A combination of stronger market confidence and a higher than anticipated demand for the new Ghost model has resulted in 150 per cent growth for Rolls-Royce Middle East over the first nine months of the year," said recently-appointed CEO Torsten MŸller-…tvšs on his visit to the newly-refurbished dedicated Rolls Royce showroom at Euro Motors in Bahrain.

Sales of the new Ghost model have exceeded expectations ensuring that Rolls-Royce's anticipated total global production of 2,000 cars in 2010 being a firm prospect, virtually doubling the 2009 unit figure.

With Abu Dhabi leading the way with a staggering 250 per cent increase on 2009 sales, Mr MŸller-…tvšs is quick to point out that all of the Middle East dealers must be accredited for their contribution to overall sales success, whilst also praising the investment in new showrooms that represent the Rolls- Royce brand throughout the region.

Mr MŸller-…tvšs brings with him a wealth of experience with the BMW brand having held senior roles over the last 20 years in product management and as vice president of brand strategy, and is now exceedingly upbeat about the future for Rolls-Royce.

The Middle East market represents nearly two fifths of the global sales for Rolls-Royce and yields great returns, particularly with a bespoke programme offering a wide range of opportunities for individualisation.

Innovative ideas on colour schemes and all manner of detailed embellishments bear testament to this, plus the fact that every Rolls-Royce Phantom model in the region in 2009 was a bespoke model.

"The Middle East is home to Rolls-Royce's most discerning customers and as such our bespoke programme, which allows customers to realise their own personal vision for their car remains a consistent driver for our sales success in the region," revealed Mr MŸller-…tvšs .

Bespoke provides customers with the ability to 'realise their personal vision for their own car'. The only limit is the boundary of their imagination, the company says.

It starts with subtle design touches. Customers can sign their cars with personalised tread plates or specify embroidery for head restraints or piping on leather seats. Favourite colours can be matched precisely, both for the exterior paintwork and interior leather. The company can create a completely new shade if desired.

Unique inlaid wood designs, intricate marquetry and mother-of-pearl accents are designed and executed. Cabinetry, partition walls and refrigeration can be added and a starlight roof liner can add an instant touch of glamour.

Craftsmanship and pride underscore the creation of any Rolls-Royce. The cars are hand-built and finished by technicians and craftspeople. It takes several weeks to complete the hand-stitched leather interior in every Phantom and each leather component is proudly signed by the person who stitched it before it is fitted to the car.

Book-matched interior veneers sourced from the same tree create a symmetrical image throughout the car, creating luxurious environments that are as unique to the car as the finger print is to its owner. These are the hallmarks that define the individuality of any Rolls-Royce motor car.

Ghost is bringing a new breed of customer to the brand. Significantly, over 80 per cent of Ghost customers are new to Rolls-Royce. "We have monitored very closely the market interest in the new Ghost model in order to meet the production demands and we are extremely happy with the results," Mr MŸller-…tvšs said. "In some ways we have created a younger and more dynamic audience for the brand.

"This is a particular sector that we are focusing on for the future as we continue to introduce a host of advanced engineering and software technologies to create a more dynamic and enjoyable driving experience."

The Rolls-Royce Ghost is powered by a twin-turbocharged direct injected 6.6 litre V12 engine and is, therefore, the most powerful car that Rolls-Royce has ever produced. It was recently named 'Best Premium Luxury Car' at the inaugural Middle East Motor Awards 2010, held on the sidelines of the International Automobile Show 2010 in Sharjah, UAE.

In many ways it embraces a younger audience and perhaps provides the first aspirant step to the dream of driving and personalising one's own very king of the road ... The Phantom.