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'Individualising' your Rolls

Lars Klawitter

Lars Klawitter

What do you do after spending Bt40 million on a new Rolls-Royce? Individualise it.

British super luxury automaker Rolls-Royce is hoping that its bespoke programme will become highly popular among buyers in Asean, particularly Thailand.

The head of the Rolls-Royce Bespoke programme, Lars Klawitter, was recently in Thailand to introduce the after-market service to customers. According to Klawitter, Rolls-Royce cars are considered a blank canvas on which customers can individualise them.

"For example, in China we are offering the 'Year of the Dragon' Phantom, which comes with specially commissioned, hand-painted coach-lines with dragon-motifs to pay tribute to an auspicious year in Asian cultures," he said.

Klawitter said the bespoke division is enjoying exceptionally high growth in the Asia-Pacific region, with 90 per cent of Phantom and 75 per cent of Ghost customers ordering some sort of customisation.

"This could range from a fraction of the car's price to triple the car's price," he said. "In Thailand, the bespoke programme is highly popular, as can be seen from the fact that our limited-edition Alpine Trial and Art Deco cars were literally sold off the stand."

In general, there is almost nothing that can't be done to the car on a customer's request. Starting off with the 100 paint colours to initially choose from, customers can then create their own colour palette, as well as paint detailing such as family logos and others. Leather colours and types can be chosen - even to match the owner's handbag or travel gear - while special stitching and embroidery are also offered. Wood veneers, marquetry and inlays are also popular choices, as well as partition walls, special brushed aluminium cupholders of any design, picnic accessories and even structural changes to the car.

"For example, we had a customer who is a famous Sumo wrestler. He wanted a bigger interior because of his large body size. We were able to respond to his requirement by reworking the rear passenger centre console of the car to create more space," Klawitter said.




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