Usually, when a carmaker expands a factory it’s for one simple reason: building more cars. But this is Rolls-Royce. Making and selling more Rolls-Royces would undermine the brand’s vaunted exclusivity.So this factory expansion isn’t about making more cars, but making more expensive cars, which takes more time and requires more space for workshops and storage of exotic materials.
It even calls its luxury customization programs “Bespoke” and, for fully customized models, “Coachbuild.” “We are limited in terms of size and in terms of segments,” Lamborghini chief executive Stephan Winkelmann said in a recent interview with CNN. “So we have to get the most out of every single car.”
These sorts of requests take time — and space — to fulfill. One car, a Rolls-Royce sedan called the Phantom Syntopia, sported iridescent paint made with differing amounts of glass particles to create flowing designs on the outside of the car. The same effect was used on lacquered tray tables inside the car. Besides that, a curving fabric design in the interior sparkled with light from thousands of thin fiberoptic cables. The car even had a custom scent inside, a first for Rolls-Royce.
Rolls-Royce has even created a small number of entirely custom-built cars that are not just standard models, such as the Phantom or Cullinan, with unique features or colors. These cars, like the Rolls-Royce Boat Tail, of which three were built, are entirely unique and can cost tens of millions of dollars.Toronto police arrest 12 people, lay 102 charges in major credit card fraud scheme
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