Aftermarket Leads: Super Rich Snap Up Rolls-Royce Year of the Dragon Phantom, Custom Ghosts

Aftermarket Leads

January 28, 2012 11:09 am

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Super Rich Snap Up Rolls-Royce Year of the Dragon Phantom, Custom Ghosts

Just the Facts:

• Rolls-Royce is seeing heavy demand in the Middle East and China for custom models, including the 2012 Year of the Dragon Phantom.
• Custom Phantoms delivered to Middle East clients jumped from 75 percent in 2005 to 99 percent in 2011, said Rolls-Royce.
• The automaker said that 56 percent of Ghosts sold around the world in 2011 featured custom touches like champagne sets, humidors and picnic cabinets.

GOODWOOD, England — Wealthy Rolls-Royce buyers in the Middle East and China are snapping up custom models, including the 2012 Year of the Dragon Phantom, propelling the automaker to explosive growth.

Custom Phantoms delivered to Middle East clients jumped from 75 percent of the sales mix in 2005 to 99 percent in 2011, said Rolls-Royce, which added, “In some markets in the Middle East, every Phantom featured bespoke content.”

Custom Phantom sales increased from 30 percent to 84 percent in North America in 2011.

Rolls-Royce last year doubled the number of custom experts in its bespoke operation here and in February will break ground on an expanded manufacturing facility. Earlier in January, Rolls-Royce announced its best sales year in the company’s 107-year history. It sold a record 3,538 cars globally in 2011, a 31 percent increase over 2010.

The automaker has sold out of a $1.2-million 2012 Year of the Dragon Phantom model in China, according to Bloomberg.

The Year of the Dragon model includes a gold dragon hand-painted on the side of each sill, elaborate dragon embroidery in the cabin and hand-stitched pillows for rear passengers.

The automaker said that 56 percent of Ghost and Ghost Extended Wheelbase models sold around the world in 2011 featured custom touches such as champagne sets, humidors and picnic cabinets.

According to a May 2011 study by the Boston Consulting Group, the number of millionaire households in the world increased by 12.2 percent in 2010 to about 12.5 million. The U.S. had by far the most millionaire households at 5.2 million, followed by Japan, China, the United Kingdom and Germany, the study said.

Inside Line says: What recession?

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Super Rich Snap Up Rolls-Royce Year of the Dragon Phantom, Custom Ghosts