Rolls-Royce Year of the Dragon Phantom
The special edition model is the Rolls-Royce Year of the Dragon Phantom, built to commemorate the Chinese New Year.
Speaking with Bloomberg, Rolls-Royce CEO Torsten Mueller-Oetvoes explained that Chinese customers aren’t satisfied with plain old luxury cars but prefer highly bespoke models. Items such as drink cabinets and custom embroidery are proving to be particularly popular.
And while he expects that 2012 may not be as successful as 2011 for Rolls-Royce in China, Mueller-Oetvoes revealed that the automaker still plans to build even more dealerships in China on top of the existing 14 it has just to keep up with demand.
In the future, Rolls-Royce expects vehicle customization to fuel further growth. Already, some 56 percent of orders for the entry-level Ghost sedan contain some element of bespoke personalization, ranging from custom paint through picnic sets and cigar humidors.
On the upscale Phantom range, the percentage of bespoke sales is even higher, varying from 99 percent in Middle Eastern markets to a low of 79 percent in Asian Pacific markets. In North America, bespoke Phantom sales rose from 30 percent of orders in 2005 to 84 percent of orders last year.
You can check out all the unique features of the Rolls-Royce Year of the Dragon Phantom in our previous post, and you can bet that we’ll be seeing a lot more custom models from Rolls-Royce in the near future.