Luxury car makers rely on brand equity to maintain market position and the equity can be driven through exclusivity. Rolls-Royce is a brand that maintains its market share buy building superbly crafted automobiles in limited quantities. While the prices may be high, the competition is fierce and car brands in this category have no choice but to up the ante on luxury and exclusivity. Rolls-Royce has had success in the bespoke category with special editions of their current models.
At the recent Dubai International Motor Show, Rolls Royce continued its limited edition bespoke program by unveiling 2 new models, the Phantom Coupe Tiger and the Ghost Golf Edition.
Rolls-Royce revived the Phantom nameplate in 2003 and the Coupe body style came to market in 2008. The Tiger edition has a striking Burnt Orange and Arizona Sun two-tone paint combination. Bespoke elements carry into the cabin with a tan and seashell leather scheme, white leather piping, Moccasser Ebony Veneers, Moccasin Lambswool floor mats and bespoke Tiger Motif treadplates. The Tiger Motif adorns each headrest.
With 2 more doors but in suicide configuration, the Ghost Golf Edition is the ultimate country club conveyance. Golfer’s of any expertise will appreciate the Brooklands Green / Desert Dune paint scheme. Flashy paint and finishing aside, the Ghost does mean business on the road. 563 horsepower from a 6.6 liter V12 and BMW 7 Series underpinnings make this a legitimate road car instead of a numb luxo cruiser.
The Dubai International Motor Show occurred on Nov 10 to the 14th, 2015 at the Dubai World Trade Centre.
By Doron Levy Courtesy TheTopTier Digital Media