Find or Sell any Parts for Your Vehicle in USA

Rolls-Royce gets Personal at 2010 Paris show

Thu, 30 Sep 2010

Cars like the Fiat 500 and Mini may be available with pick ’n mix customisation options, but those are mere bolt-on Mr Potatohead additions compared to the kaleidoscopic wizardry available to Roller owners.

Showcasing its ‘personalization programme’ (personalization with a ‘z’ for the Americans, programme with an ‘mme’ for us stick-in-the-muds) at the 2010 Paris motor show, Rolls-Royce has served up five bespoke examples of its current range.

Heavens, no. But some of the details are quite, well, niche. A flagship extended-wheelbase Phantom in gunmetal grey is trimmed with logo-embroidered ‘sunrise’ leather, while its white dials and clock face sport mother of pearl centres. Custom-inscribed kick plates complete the tweaks, appropriately reading ‘Mondial de l’Automobile Paris 2010’, although ‘Drive on the Right’ wording is another option for gin-soaked rosbif seniors en route to Antibes.

A Phantom Drophead in metallic white with red leather, a Phantom Coupe, and two Ghosts round off the line up of cars, and there’s a bespoke Rolls-Royce picnic set on show, too.

Such productions are, to some extent, a reaction to what company boss Torsten Müller-Ötvös calls the “a totally new type of customer”, attracted to Rolls-Royce by the “more approachable” Ghost.

By Richard Webber