Demand for bespoke Rolls-Royce up: chief

By Peter TownsonStaff Reporter

Jefferson and Innes during a recent visit to Qatar

Qatar’s market is amongst the most discerning in the world in terms of purchasing luxury goods, according to Rolls-Royce’s head of bespoke design, Thomas Jefferson, who was in Doha to liaise with the brand’s loyal customers.Every single Rolls-Royce Phantom purchased in Qatar last year possessed a level of bespoke design and the percentage of cars featuring bespoke items has increased from 75% in 2005.Doha’s market also produced the highest bespoke revenue per car in the world, he said.“Bespoke is firmly rooted in the core values of the Rolls-Royce brand,” Jefferson said, adding: “It always has been and always will be.”“When a customer commissions a Rolls-Royce car it is like commissioning an architect to build their dream house, a sculptor to create a piece of art or a watchmaker to make a unique timepiece,” he said.“This is a ‘one of one’ market with very discerning customers,” said Jefferson. “Clients in the Middle East have an insatiable appetite for super luxury goods in general and they are used to having the very best of the best,” he noted, adding: “They are used to living life on their own terms and that is why bespoke Rolls-Royce creations are so appealing.”The Middle East currently accounts for around 25% of global sales, but around 90% of the bespoke market, making this part of the world an increasingly important market for the brand.Jefferson explained that perhaps the most popular item to have designed in a bespoke manner is the exterior paint, noting that the increased level of sunlight here in Qatar makes certain colours work much more successfully than they might in Europe or other climates.“Colourful leather and veneer combinations are also very popular here,” he said, adding that he felt that people in the region are particularly confident with self-expression through the use of colour.A Rolls-Royce commissioned in Qatar usually takes around three months to be delivered, and if the car includes a higher level of bespoke customisation then delivery could take up to eight months, noted Jefferson.Bespoke designer, Alex Innes, spoke about one of the team’s proudest creations, which was designed for a customer in the region and included a number of new and unique features.He expressed his excitement at the work he does for clients from the Middle East as well as the future of the brand: “We are going through an exciting time with the renaissance of the Phantom and its Series 2 reincarnation which was launched at Geneva.”