New Rolls-Royce CEO reveals plan to ramp up bespoke abilities

The Bespoke programme has become a fundamental strand of Rolls-Royce’s operations, with every car produced in 2023 – a record year for deliveries – personalised to some extent.

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The company also set a new record for ultra-exclusive Bespoke commissions in both number and value.

“We want to invest in our capability to deliver more and more genuinely bespoke and individual motor cars for our clients,” said Brownridge, highlighting that certain bottlenecks in the existing production line limit the scope of the programme currently. For example, the paint shop is currently able to apply a twotone colour scheme on 15% of cars but demand for such finishes is at more than 50%.

The paint shop will be among the first parts of the factory to be upgraded, and the entire programme is set to be completed in 2028 or 2029. Brownridge said that growing Rolls-Royce and catering to the increasingly exacting demands of its clients are his driving priorities.

“Everything we make is bespoke to the individual,” he said, “and what we’re trying to do is create amazing bespoke goods for people and give them a great experience. It’s unlike anything I’ve done before.”

Having spent time with MG, Rover and Land Rover as well as the BMW Group, Brownridge said “I thought I knew everything about cars” but admitted that his first months at Rolls-Royce have been “absolutely fascinating” and an “eye-opener”.

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