Rolls-Royce Banking on Bespoke Cars to Attract Super-Rich

Rolls-Royce's profits soar as super-rich buyers rush to personalise their motors

Rolls-Royce Motor Cars said the rise in demand for its bespoke offering - which lets buyers tailor their car to their exact requirements - helped boost its profit in 2024

Rolls-Royce banking on bespoke cars to attract super-rich

Wealthy buyers seeking to personalise their new Rolls-Royce helped boost the luxury car brand’s profit in 2024 despite falling sales. The Hampshire-based business, which is owned by BMW, said its bespoke service reached a record level last year with a 10 per cent increase on average per car year-on-year. Rolls-Royce Motor Cars added the rise in demand meant its bespoke offering hit its highest ever level in its 120-year history. During the year,…