As one of the oldest and most famous brands in the world, Rolls-Royce has been providing luxury motor cars to the uber-rich for over a century. Everything about a Rolls-Royce vehicle shouts luxury and success. When you think of Rolls-Royce, you automatically associate it with opulence and wealth. Driving a car like that ensures people welcome you as if you own the place. However, to keep the world’s wealthy happy with their wheels, it takes a special kind of dedication.
The Epitome of Luxury
Tucked away on the Goodwood estate in West Sussex is the current home of Rolls-Royce Motor Cars. The front of house manager at Rolls-Royce ensures a fitting experience for all customers and visitors. Every detail is meticulously checked, from tree length to grass length. The first thing people see when they walk into reception is a quote from one of the founders, Henry Royce: “Take the best that exists and make it better.”
Rolls-Royce was founded in 1906 by motoring enthusiasts Charles Rolls and Henry Royce with the aim of building the perfect motor car. Perfection requires an obsession with every single detail, evident in the immaculate quality of every material, the wheels, the chrome works, and the luxurious seats. The engine is just fantastic, offering reliability and comfort.
As head of marketing, Mark Milau’s job is to ensure the world loves Rolls-Royce as much as he does. Touching a Rolls-Royce car is a special occasion, with features like the solid metal door handle and the iconic hidden umbrella.
The Most Expensive Car Ever
Each year, Rolls-Royce builds a one-off collection car to invigorate their appeal. For example, they created a car called The Aviator, inspired by Charles Rolls’ pioneering aviation spirit. The wood interior of this car was inspired by a classic airplane propeller, and it featured a jet fighter clock.
This year, to mark the 10th anniversary of their new factory, Rolls-Royce is building their most expensive car ever, the Boat Tail. The Boat Tail is inspired by the hull of a J-class yacht and features some of the most exquisite craftsmanship ever seen in the automotive world. The exterior design includes a unique rear end that mimics the sweeping lines of a boat, complete with hand-built parts and a detachable canopy roof. Only three examples of the Boat Tail have been hand-built, each customized to the specific tastes of its owner.
What pushes the Boat Tail into a whole new price range is the interior decorations. The pinnacle of luxury is achieved by embedding diamonds in the car. The whole rear compartment is surrounded by diamonds, not to show off wealth, but to translate the night sky into reality.
Making a diamond-decorated car requires highly specialized craftsmanship. Rolls-Royce employed one of the UK’s leading goldsmiths, Richard Fox, to set over 400 diamonds into the Boat Tail’s interior. Each brilliant-cut diamond is fitted into an 18-carat white gold tube and positioned at exactly the same height. This meticulous process involves around 350 hours of work.
Customization and Uniqueness
The idea of a collection car is to stimulate demand and inspire buyers to customize their own cars. The starting price for a new Rolls-Royce is around £200,000, but most customers spend at least another £50,000 on bespoke extras. Customers can choose from a variety of materials, including ostrich skin, crocodile skin, rabbit pelts, and various types of wood like Walnut, Elm, and Mahogany.
Meeting the customer’s desire for uniqueness puts constant pressure on workshops to come up with new ideas. For example, a special color developed using real gold pigments could cost upwards of £50,000.
The Global Appeal
The average Rolls-Royce customer already owns seven or eight other cars. Entrepreneur Paul Bailey, who owns 62 cars, recently treated himself to a Rolls-Royce Wraith for his birthday. Paul ordered £120,000 worth of extras to ensure his car stands out from the crowd.
Rolls-Royce’s attention to detail extends to the finishing touches. Richard Fox, who spent six months working on the Boat Tail’s diamond-studded panels, ensures that every detail is perfect. Quality control is rigorous; even a minor imperfection, such as a diamond set a tenth of a millimeter too high or too low, requires reworking.
British Heritage and Global Market
Rolls-Royce’s heritage is deeply British. Even though the company is now owned by German automaker BMW, the brand remains quintessentially British. Rolls-Royce customers receive a handwritten letter from the CEO, maintaining the British tradition.
Of the 3,500 Rolls-Royces made each year, 90% are sold abroad. The biggest buyers are in China, the US, and the Middle East. Abu Dhabi is particularly rich in Rolls-Royces, with more cars sold there than in any other city.
In Abu Dhabi, bespoke manager Kadeem specializes in creating themed cars that resonate with local culture. For example, his latest theme is based on the country’s pearl diving past, incorporating turquoise coloring and seashell leather. Kadeem’s success lies in his ability to tap into the Middle Eastern imagination, creating irresistible themes for his customers.
Unveiling the Boat Tail
The Boat Tail, Rolls-Royce’s most expensive collection car, is nearing completion. After rigorous quality checks, the car will be unveiled at the Dubai Motor Show. The Starlight headliner, featuring 576 tiny fiber optics, replicates the night sky over Goodwood.
The Boat Tail’s diamond-studded panels have been meticulously crafted, with over 400 diamonds hand-set into the interior. The attention to detail is astonishing, with even the smallest imperfections being unacceptable.
The Customer Experience
Rolls-Royce offers an unparalleled customer experience. From the moment a customer steps into the showroom to the delivery of their bespoke car, every detail is meticulously planned. At the Abu Dhabi dealership, Kadeem ensures that his pearl diver-themed cars are perfect, exceeding his expectations.
Rolls-Royce’s dedication to craftsmanship, heritage, and customer satisfaction has solidified its place as a leader in luxury motoring. The Boat Tail, with its diamond-studded interior and Starlight headliner, is a testament to the brand’s commitment to excellence.
Beyond the Boat Tail: The Spirit of Innovation
Rolls-Royce’s commitment to innovation doesn’t stop with the Boat Tail. The company continually pushes the boundaries of automotive luxury. One such innovation is the Rolls-Royce Phantom VIII, introduced in 2017, which features the world’s quietest cabin. This is achieved through 130kg of sound insulation, double-laminated glass, and “Silent-Seal” tires.
In 2016, Rolls-Royce introduced the Black Badge series, designed for customers who desire a more dynamic and edgy driving experience. Black Badge models include the Ghost, Wraith, and Dawn, all featuring enhanced power, torque, and a striking black color scheme.
Rolls-Royce Cullinan: The Luxury SUV
The Rolls-Royce Cullinan, the brand’s first SUV, was launched in 2018. Named after the largest diamond ever discovered, the Cullinan combines Rolls-Royce luxury with off-road capability. The Cullinan features a powerful V12 engine, advanced suspension system, and a bespoke interior that can be customized to the owner’s specifications.
The Cullinan’s “Viewing Suite” is a standout feature, with two rear-facing seats and a cocktail table that deploys from the luggage compartment, perfect for outdoor events and grand entrances.
The Future of Rolls-Royce
Rolls-Royce is also looking towards a sustainable future. In 2021, the company announced its first fully electric vehicle, the Spectre, set to debut in 2023. This marks a significant step towards electrifying the entire Rolls-Royce lineup by 2030, in line with global efforts to reduce carbon emissions.
Inside Rolls-Royce, the world’s most expensive car is a marvel of craftsmanship and luxury. From the diamond-studded Boat Tail to the bespoke themes created for customers around the world, Rolls-Royce continues to set the standard for luxury motor cars. The meticulous attention to detail, commitment to heritage, and dedication to customer satisfaction ensure that Rolls-Royce remains at the pinnacle of luxury motoring.
Rolls-Royce’s journey from its founding in 1906 to its current status as a global icon of luxury is a testament to the brand’s unwavering commitment to excellence. As the company continues to innovate and adapt to changing times, it remains dedicated to providing the ultimate in automotive luxury to its discerning clientele around the world.
Also Read: Beyond the Badge: Marketing Strategies of Rolls-Royce
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