Bespoke models: Rolls roll

Hong Kong’s longstanding record as the city with the maximum number of Rolls-Royce per capita is under threat from Abu Dhabi.

With the UAE capital emerging as a key market for the luxurious vehicle, the gap between Hong Kong and Abu Dhabi is closing.

And fast.

Last year, Abu Dhabi Motors, the sole dealership for Rolls-Royce in Abu Dhabi and Al Ain, registered the third highest sales volume of any Rolls-Royce dealer in the world.

But it’s the Rolls-Royce Bespoke Programme, which allows customers to have pretty much any colour scheme and interior choice, that has evoked the most overwhelming response in the city.

Wealthy car enthusiasts in Abu Dhabi are willing to pay just about anything for vehicles that will reflect their discerning tastes and styles.

Golden roller

"The levels of automotive individuality in Abu Dhabi is the highest in the region," claims Arno Husselmann, General Manager, Abu Dhabi Motors.

It was probably this distinctiveness factor that prompted Rolls-Royce to create a Bespoke Phantom Drophead coupé exclusively for the Middle East market. The two-door, four-seater convertible has a stunning gold metallic exterior, with contrasting stainless steel bonnet and teak decking inspired by sailing yachts. In addition, it features a gold-plated Spirit of Ecstasy and the Rolls-Royce logo stitched into all headrests.

Peony power

But if this golden roller appears slightly over the top, clients could consider the Peony – another exclusive Bespoke Phantom, but less subdued because of its colours – a two-tonne exterior of pearl blue with a contrasting moonstone pearl blue and seashell interior.

According to Kadhim Al Helli, Rolls-Royce Brand Manager, Abu Dhabi Motors,.the car is named after Peony, a popular oriental botanical motif widely known as the king of flowers. "The Peony represents royalty, wealth and distinction and is a fitting emblem for this unique Bespoke Phantom," said Kadhim.

To augment the ownership experience of the vehicle, Abu Dhabi Motors has commissioned Hind, one of the UAE’s most distinguished perfume designers, to create a limited edition oriental Peony fragrance.

Dealers are cagey about revealing the exact price of the two Bespoke models, but suggested that they cost over Dh2.5 million each.

Bespoke programme

The Bespoke team at the Rolls-Royce manufacturing plant in Goodwood, UK, is dedicated to seeking out innovative first class materials and engineering solutions in order to find new ways of producing a truly unique car.

The Middle East market receives the highest volume of requests for the Bespoke Programme.