The Chief executive of Rolls-Royce, Torsten Müller-Ötvös proclaimed that his company is a 'British icon for high end luxury...and a fundamental part of Britain.' Since 1904, this bespoke brand has sought to strive for automotive perfection and has been able to achieve this through its persistent embodiment of Sir Henry Royce's philosophy, to 'take the best that existed and make it better. When it does not exist, make it better.'
To this day, Rolls-Royce is a brand which conjures notions of elegance, comfort, uncompromising quality and undeniably, has associations with the wealthy among us. Claude Johnson, the managing director of the company during its early stages, sought to perpetuate this aristocratic image of the Rolls- Royce brand. The Silver Ghost, one of the earliest models, would, for instance, be test driven by chauffeurs as opposed to prospective customers. Furthermore, Johnson ensured that his chauffeurs employed the correct etiquette at all times, from touching their hats when opening the car door for passengers, to ensuring that they had good posture in the driving seat. His exact instructions were, 'Do not lounge in the driving seat, for it is bad style, and your ease will not be shared by the passengers.' Aside from chauffeurs, owning a Rolls-Royce still remains an entirely lavish and luxurious affair, with the lowest priced model starting at £250,000.
Perhaps one of the most appealing aspects about the company is that, if so desired, they will transform the vision of your ideal automobile into a reality. The car therefore, will reflect one's own unique individuality. This customised nature of the craftsmanship is something which can be traced back to the 1900s, where the demand for the personalisation of the vehicles provoked one employee who was working on the assembly line to remark, that throughout their production, 'the cars were referred to by their future owners.' The whole process of creating your very own custom made car with Rolls-Royce is steeped in luxury. Whether it be in the confines of Rolls-Royce's Goodwood Studio, the Rolls Study or the Royce Atelier, each of these spaces provide the textures, lighting and colours which are all perfect for inspiring car creativity. It could even be said that what this company offers within its bespoke service, is quite literally, out of this world! For instance, they provide the option of a Starlight Headliner, the design of which can be made completely unique to its owner. So, if you want your car to light up in the pattern of your favourite star constellation, then this is achievable with Rolls-Royce.
Rolls-Royce's bespoke department has recently received much press coverage, with 2017 being the year in which a number of bespoke designs of the car were produced. These included the Sweptail, Spirit of Calligraphy, Elegance and Dawn B-50, each of them unveiled in various locations across the globe.
The Sweptail- an embodiment of true luxury and has enabled bespoke coach build personalisation to reach new heights.
It has been remarked by Müller-Ötvös that Britishness is in the DNA of this incredibly luxury brand. This idea of the company completely embodying a sense of Britishness is reinforced by the fact that during last year for instance, Rolls-Royce collaborated with a number of our nation's much beloved icons to create a vehicle that reflected both, these musicians' personalities and their individual achievements. This became known as the 'Wraith Inspired by Music' collection and saw the involvement of band members from The Who, The Rolling Stones and The Kinks.
Rolls-Royce is a brand which metaphorically, wraps itself in the Union Jack- it embodies a sense of Britishness and as Lynn Scrivener of RWH Travel Ltd has remarked, this is implicit in everything the brand does.
Written by Abbie Coombes.