Wheels of Desire
For Rolls Royce customers looking to personalise their cars, the world is their oyster. We meet with Rolls Royce’s Bespoke Design Manager to find out more
It’s no longer about a quick fix, rather a fulfilling experience, when it comes to buying a car, and Rolls Royce has taken this shift in consumer thinking to new levels with its Bespoke Program.
The Bespoke Program enables customers to treat their Rolls Royce like a blank canvas. Rolls Royce owners can order specialised features that go far beyond the options list, allowing them to create a unique car tailored to suit their personal needs and desires.
Bespoke Design Manager for Rolls Royce, Gavin Hartley, spends his days customising cars down to the finest detail and understands this mindset on a very intricate level.
“The things people find value in these days is shifting – from things that are expensive to things that give them a unique experience, with a story behind them,” Hartley says.
It could be anything from custom-designed wine glasses seamlessly installed into a picnic set which packs perfectly into the car boot, to a personal nameplate discreetly embossed into the leather inside the glove box.
“Sometime personalisation is overt, and sometimes it’s discreet,” says Hartley. “Most people don’t go for things that are too wild, they prefer to enjoy the knowledge that it’s bespoke.”
The more ‘overt’ requests however have taken Hartley and his team into unchartered territories, challenging their knowledge and know-how to create white leather flooring, custom-fitted flasks, and walking sticks which are stored in the tailgate.
“It’s a bit like visiting a tailor,” explains Hartley. “Instead of buying a suit off the internet or the rack, you talk to your tailor and he gets to understand your preferences. There’s no right or wrong, it’s how you fee comfortable.”
“It’s harkening back to a more personal time, giving people the involvement and the feeling that they are part of Rolls Royce.” And that Rolls Royce is very much a part of them…