Business / New Cars

Bespoke Rolls-Royce: The only limit is your imagination

By Zhuan Ti (China Daily) Updated: 2014-04-28 06:36

(From left to right) Henrik Wilhelmsmeyer, director of Region China, Torsten Mueller-Oetvoes, chief executive officer, Rolls-Royce Motor Cars, Cindy Chao, founder and designer of CINDY CHAO The Art Jewel, Stphane Rolland, founder and designer of the haute couture label of Stphane Rolland, at the world premiere Pinnacle Travel Phantom. [Photo provided to China Daily]

To bring back a taste of serenity, peace of mind and comfort, Pinnacle Travel has reinvented travel for the modern era, allowing Rolls-Royce owners to enjoy their journeys in peaceful self-discovery.

Rolls-Royce's use of contemporary technology complements its timeless luxury to extend travel pleasure to a new generation of business entrepreneurs.

An example of this craftsmanship can be seen in the details of the Pinnacle Travel Phantom.

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The car's two-tone exterior color scheme of Madeira Red and Silver Sand on the lower side panels hints at the luxury waiting inside. A Madeira Red coach line with a motif of a streamlined train traveling at speed invites travelers on board for a journey of discovery.

The pice de rsistance, however, is the complex and intricate marquetry inside the Rolls-Royce. Using methods akin to the artistry of fine furniture makers, individual pieces of wood veneer are laser-cut to ensure precision.

A craftsman then painstakingly assembles the sections, ensuring they express the vision of the marque's Bespoke design team. In the Pinnacle Travel Phantom, 230 individual pieces of marquetry combine to create a striking motif of a cross-continental train speeding across a landscape with plumes of steam left in its wake.

This motif flows across the front-fascia pieces of the glove box and passenger panel to the rear picnic tables and doors. The same motif bleeds onto the door cards with 24,633 individual stitches.

This unwavering attention to detail has been the driver of Rolls-Royce's growth in China, according to the company. The increase in demand for Rolls-Royce Bespoke personalization reached 78 percent last year in the China market, and 95 percent of all Rolls-Royces sold in 2013 featured some personalized elements, the most the company has ever provided.

The expectations of customers are shifting from original single products to a more personalized expression and pursuit of unique individuality in the luxury automobile industry.

To meet this Rolls-Royce's Bespoke services operate with an ethos of 'the only limit is your imagination'. This was reflected at the auto show, where the Bespoke Ghost Majestic Horse and Pinnacle Travel Phantom cars took center stage.