Rolls-Royce and the Golden Goose of Bespoke!
- Published on 13/01/2026 17:41
- Modified on 13/01/2026 17:43
Owning a Rolls-Royce already puts you in a very exclusive club. But there is a higher level, the Bespoke.
In the highest circles, owning a luxury car, why not a Rolls-Royce, is good. But owning a unique piece, crafted according to one’s tastes and history, is even better. This is where Rolls-Royce’s Bespoke program comes into play, a true golden goose for the British brand.
In 2025, Rolls-Royce’s customization activity reached new heights. With its Private Offices in Goodwood, New York, Shanghai, Seoul, and Dubai, the manufacturer allowed its clients to co-create unique vehicles, far exceeding the simple choice of color or upholstery. Commissions have more than doubled year-on-year, and each Bespoke car becomes a work of art, blending technical innovation with traditional craftsmanship. The Phantom Centenary, produced in only 25 units, illustrates this ambition: over 440,000 stitches in the Starlight Headliner, 3D marquetry wood, and 24-carat gold leaf.
Everything is an excuse for revenue
The program is not limited to cars: personalized lifestyle accessories – chess sets, desk sculptures, decorative items – are also experiencing increasing success, reflecting clients’ appetite for unique objects that showcase their lifestyle and passions.
To meet this demand, Rolls-Royce has launched a colossal investment of over 300 million euros to expand its workshops in Goodwood, providing more space and technology to realize ever more complex commissions.
Even though Rolls-Royce does not communicate the exact revenue generated by Bespoke, it can be estimated: by taking 5,664 cars produced in 2025, with about 70% incorporating customized options representing an average additional cost of 80,000 euros per car, the revenue of the Bespoke division could be around 320–350 million euros. And with the growing enthusiasm for unique vehicles, this strategic activity is destined for continued growth, reinforcing the role of Bespoke as a true driver of profitability and image for Rolls-Royce.
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In summary, for Rolls-Royce, offering an exceptional car is good. Offering a car that exists only once on Earth is even better – and incredibly profitable.
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This page is translated from the original post "Rolls-Royce et la poule aux oeufs d’or du Bespoke !" in French.
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