Why Rolls-Royce Cars Are So Expensive | So Expensive

Summary

Rolls-Royce is renowned for crafting the world's most luxurious cars, offering a 'magical carpet ride' experience. With no set base price, the cost of a bespoke Rolls-Royce is limitless, thanks to a myriad of customization options. From 44,000 color choices to diamond-infused paint, hand-crafted coachlines, and personalized embroidery, each car is a unique masterpiece. Inside, features like the Starlight Headliner and acoustic insulation elevate the ride to a new level of opulence. The brand's commitment to luxury is evident in record sales and iconic, one-of-a-kind models like the $13 million Sweptail.

Takeaways

• 🚗 Rolls-Royce is renowned for producing the world's most luxurious cars, offering a 'magical carpet ride' experience to its customers.
• 💰 The cost of a Rolls-Royce is not fixed due to the virtually unlimited optional extras, upgrades, and customizations available.
• 🎨 The company offers over 44,000 colors for customers to choose from, including the ability to replicate any color, such as a lipstick or even a pet's fur.
• 🖌️ Rolls-Royce cars' paintwork involves multiple layers, with the possibility of up to 23 layers of coating, weighing up to 45 kilograms.
• 💎 One customer requested the addition of 1,000 diamonds to be crushed and infused into the car's paint for an extra sparkle.
• 🌟 The Starlight Headliner is a bespoke feature that recreates the night sky with fiber-optic lights, customizable to include shooting stars or specific constellations.
• 🧵 The embroidery on the car's upholstery is tailor-made and can be as complex as a million individual stitches, such as in the Rose Phantom model.
• 🎨 The dashboard can be transformed into a bespoke art gallery, with one example being a 3D-printed, gold-plated installation replicating a customer's DNA profile.
• 🔇 To ensure a silent ride, Rolls-Royce uses approximately 300 pounds of acoustic insulation and special foam-filled tires developed by Continental.
• 📈 Sales of Rolls-Royce have increased significantly over the last decade, with a 25% rise in 2019 and an average owner age dropping from late 50s to mid 40s.
• 💲 The most expensive Rolls-Royce ever built was the Sweptail, a one-of-a-kind car reported to cost $13 million, previously the world's most expensive new car.

Q & A

What is Rolls-Royce known for in the automobile industry?

Rolls-Royce is known for producing hand-crafted, luxurious automobiles that offer a seamless 'magical carpet ride' experience to its customers.

Why does Rolls-Royce not discuss its base prices?

Rolls-Royce does not discuss its base prices because the cost of a car is highly customizable and varies greatly depending on individual customer preferences and bespoke options.

What is unique about the color options at Rolls-Royce?

Rolls-Royce offers a palette of over 44,000 colors and can replicate any color, including lipstick shades or even the color of a customer's pet, making each color unique and registered to the customer.

How many layers of coating can be applied to a Rolls-Royce car?

Rolls-Royce cars can have at least seven layers of coating, but this can go up to 23 layers, which has been done before, equating to about 45 kilograms in weight just of the coat.

What is the role of a coachliner at Rolls-Royce?

A coachliner at Rolls-Royce, like Mark Court, is responsible for applying the pinstripe to the side of the car freehand, a unique skill that is done by only one person within the company.

What special feature did one customer request to be added to their Rolls-Royce paint?

One customer requested the addition of 1,000 diamonds to be crushed and infused into the paint for a more sparkling finish.

Why did Rolls-Royce have to remove some soundproofing from their cars?

Rolls-Royce removed some soundproofing to avoid causing acoustic sensory deprivation, as the use of acoustic insulation and special foam-filled tires by Continental made the ride virtually silent.

What is the Starlight Headliner and how is it created?

The Starlight Headliner is a bespoke feature that recreates the night sky with fiber-optic roof lights. It takes up to 16 hours to build, involving drilling and perforating up to 1,340 holes to thread the fiber-optic through.

How customizable is the embroidery on a Rolls-Royce car's upholstery?

The embroidery on the upholstery is completely unique to each customer, with no standard process repeated. Each design is carefully thought out, considering the angles of the stitch to create a three-dimensional effect.

What is the most complex embroidery project that Rolls-Royce has completed?

The most complex embroidery project completed by Rolls-Royce is the special Rose Phantom model, which consists of 1 million individual stitches.

What was the most expensive Rolls-Royce model ever built and why was it so costly?

The most expensive Rolls-Royce model ever built was the Sweptail, which was a one-of-a-kind car that took over four years to create and was reported to cost $13 million, making it the world's most expensive new car at the time.

Outlines

00:00

🚗 Bespoke Luxury of Rolls-Royce

Rolls-Royce is renowned for its luxurious, hand-crafted automobiles that offer a 'magical carpet ride' experience. The brand does not disclose base prices due to the extensive customization options available to each customer. Bespoke extras include a vast color palette of over 44,000 shades, with the ability to replicate any color, even from a customer's personal items or pets. The paint process involves multiple layers, sometimes up to 23, adding significant weight to the vehicle. Rolls-Royce's attention to detail extends to the hand-painted pinstripes, unique to each car, and the exterior features such as the handmade grille and self-righting wheel centers. Inside, the focus on silence includes 300 pounds of acoustic insulation and special foam-filled tires to reduce road noise. The Phantom's dashboard can be transformed into a bespoke art gallery, and the Starlight Headliner recreates the night sky with customizable fiber-optic lights.

05:00

✨ Customization and Craftsmanship in Rolls-Royce Interiors

Rolls-Royce interiors are a testament to the brand's commitment to customization and craftsmanship. The Starlight Headliner, which can take up to 16 hours to create, features up to 1,340 fiber-optic lights to mimic a starry night sky, with options for bespoke star patterns and even shooting stars. Customers can also have the upholstery embroidered according to their unique design, with each stitch carefully considered to create a three-dimensional effect. The Rose Phantom model exemplifies the complexity of embroidery work, with 1 million individual stitches meticulously placed. Rolls-Royce has experienced a sales boom in recent years, with the average owner's age decreasing and customizations like Drake's diamond-encrusted OVO owl on his Phantom elevating the price to around $1 million. The Sweptail stands as the most expensive model ever built, costing a staggering $13 million, highlighting the brand's focus on luxury above all else.

Keywords

💡Luxurious cars

Luxurious cars are high-end, opulent vehicles that offer exceptional comfort, style, and performance. In the context of the video, Rolls-Royce is highlighted as a manufacturer of some of the world's most luxurious cars, known for their hand-crafted quality and the 'magical carpet ride' experience they provide to customers. The video emphasizes the exclusivity and high cost associated with these vehicles, which are often seen as status symbols.

💡Bespoke

Bespoke refers to custom-made or personalized items, tailored to the specific requirements of the customer. The video discusses how Rolls-Royce offers a wide range of bespoke options, allowing customers to customize their cars extensively, from the color to the interior design. This level of personalization contributes to the high cost and unique nature of each Rolls-Royce vehicle.

💡Color palette

A color palette in the context of car manufacturing refers to the range of colors available for customers to choose from when customizing their vehicle. Rolls-Royce boasts a palette of over 44,000 colors, demonstrating the extensive customization options available. The video mentions how Rolls-Royce can replicate colors from various sources, such as a customer's lipstick or even their dog's coat, showcasing the brand's commitment to personalized luxury.

💡Surface Finish Centre

The Surface Finish Centre is where Rolls-Royce applies the multiple layers of paint and coatings to their cars. The video explains that the process is more than just painting; it involves up to 23 layers of coatings, including primers, base coats, color, and clear lacquers. This meticulous attention to the car's finish contributes to the vehicle's luxurious appearance and is a key aspect of the Rolls-Royce customization process.

💡Coachliner

A coachliner is a specialist who applies decorative lines or pinstripes to vehicles by hand. Mark Court, the coachliner for Rolls-Royce, is highlighted in the video for his unique ability to apply these lines freehand, a skill that is not replicated within the Rolls-Royce BMW Group. This artisanal approach to detailing adds to the bespoke nature and exclusivity of each Rolls-Royce car.

💡Acoustic insulation

Acoustic insulation refers to materials and techniques used to reduce noise within a vehicle's cabin. The video mentions that Rolls-Royce uses approximately 300 pounds of acoustic insulation to create a virtually silent ride. This focus on soundproofing is part of the brand's commitment to providing a serene and luxurious driving experience.

💡Starlight Headliner

The Starlight Headliner is a feature in Rolls-Royce cars that simulates a night sky with fiber-optic lights. The video describes the intricate process of creating these headliners, which can include up to 1,340 holes and fiber-optic threads to recreate the stars. This feature adds a touch of luxury and personalization to the car's interior.

💡Embroidery

Embroidery in the context of car manufacturing refers to the decorative stitching applied to the car's upholstery. The video explains how Rolls-Royce offers tailor-made embroidery designs, with each stitch carefully considered to create a three-dimensional effect. This level of detail and craftsmanship is indicative of the luxury and bespoke nature of Rolls-Royce vehicles.

💡Spirit of Ecstasy

The Spirit of Ecstasy is the iconic mascot of Rolls-Royce, a sculpture that adorns the front of each car. The video notes the significance of this symbol, which BMW paid $65 million to acquire the rights to in 2003. This ornament is a symbol of the brand's heritage and is often customized or replaced with unique designs by Rolls-Royce customers.

💡Sales boom

A sales boom refers to a significant increase in sales over a period. The video mentions that Rolls-Royce has experienced a boom in sales over the last decade, with a 25% increase in 2019. This growth indicates the brand's success and the increasing demand for its luxury vehicles, even among younger customers, as the average age of a Rolls-Royce owner has dropped from late 50s to mid 40s.

Highlights

Rolls-Royce is renowned for crafting the world's most luxurious cars, offering a 'magical carpet ride' experience.

The cost of a Rolls-Royce is not fixed due to the virtually unlimited customization options available to customers.

Rolls-Royce does not disclose base prices as each car is individually tailored to the customer's bespoke preferences.

The company offers over 44,000 color options, including custom color replications based on unique customer requests.

Rolls-Royce has created a one-of-a-kind color by replicating a customer's dog's fur, showcasing their commitment to personalization.

The paint process involves up to 23 layers of coatings, weighing as much as 45 kilograms, to achieve a superior finish.

A wealthy customer requested the addition of 1,000 diamonds to the car's paint for an extra sparkle, demonstrating the extreme level of customization.

Mark Court, the coachliner for Rolls-Royce, applies the iconic pinstripe freehand, a unique skill that is exclusive to him within the company.

Rolls-Royce exteriors feature unmistakable elements such as the handmade Pantheon grille and self-righting wheel centers.

BMW paid $65 million in 2003 to acquire the rights to the Rolls-Royce name, symbol, and the Spirit of Ecstasy.

Luxury interiors of Rolls-Royce cars include approximately 300 pounds of acoustic insulation for a virtually silent ride.

Continental developed special foam-filled tires for Rolls-Royce, reducing road noise by 9 decibels.

The dashboard of the Rolls-Royce Phantom can be transformed into a bespoke art gallery with custom designs.

The Starlight Headliner features fiber-optic roof lights that recreate the night sky and can be customized to the customer's preference.

Rolls-Royce embroidery is tailor-made, with each design being completely unique, reflecting light differently for a 3D effect.

The most complex embroidery project completed by Rolls-Royce was the Rose Phantom model, consisting of 1 million individual stitches.

Rolls-Royce has experienced a significant increase in sales over the last decade, with the average owner's age dropping from late 50s to mid 40s.

Drake's customized Bushukan model, a special Phantom edition, is estimated to have cost around $1 million after customizations.

The most expensive Rolls-Royce ever built, the Sweptail, is reported to have cost $13 million and took over four years to complete.

Unlike other luxury car manufacturers, Rolls-Royce focuses solely on luxury as the primary reason for its high cost.

Transcripts

Rolls-Royce makes some of the world's

most luxurious cars.

Known for producing hand-crafted automobiles

that promise a seamless "magical carpet ride"

for its customers,

a Rolls-Royce car does not come cheap.

These are some of the best-selling Rolls-Royce models,

and these are their entry-level prices.

But with virtually unlimited optional

extras, upgrades, and customizations,

the true cost of a bespoke Rolls-Royce has no limits.

In fact, Rolls-Royce refuses to even

discuss its base prices.

Rhodri Good: There isn't really a specific base price

which we would discuss because it really depends

on each customer as an individual

and the bespoke options, which they like

to design and develop with our bespoke team.

Narrator: So, what are some of these bespoke extras?

And is that what makes Rolls-Royce so expensive?

David Dean: One of the first obvious starting points

probably is the color.

We have a palette of 44,000-plus colors.

We replicate people's lipsticks,

something from your house,

something you own,

something you've seen.

Even we've done the dog of an owner, a red setter.

So we exactly replicate them,

whether it be by the DNA, the chemistry, or whatever.

For us, it's unique.

It'll be registered as your color,

and you can give it a name, and it's yours.

And if someone else has seen it

and wants to use that exact finish,

we have to go to that person and ask their permission.

When we go to the paint shop,

you'll see it's called the Surface Finish Centre,

because it's a bit of an insult to say,

"We're painting the car."

It's more than that.

You're going to have at least seven layers of coat.

There's primers, there's base coats, there's color,

and, unusually, we put on two clear coats of lacquer.

But you could have up to 23 layers of coating,

which we've done before,

equating to about 45 kilograms in weight just of coat.

Narrator: In addition to the endless variations of color,

Rolls-Royce customers can infuse their paint

with materials to create special effects.

One particularly wealthy customer went one step further,

requesting the addition of 1,000 diamonds.

Dean: He wanted a bit more sparkle in the finish,

so he gave us a bag of diamonds.

We crushed them.

They were infused into the paint.

Narrator: Remarkably, the detailed paintwork

on Rolls-Royce cars is done by hand by just one person.

Mark Court: My name is Mark Court,

and I am the coachliner for Rolls-Royce Motor Cars.

A coachliner means that I am able to put

this pinstripe onto the side of the car.

The uniqueness is the fact

that I do it completely freehand,

and I'm the only one within Rolls-Royce that can do this.

That's, like, worldwide within the Rolls-Royce BMW Group.

So, the brushes I use is made of squirrel hair.

We found that most brushes nowadays are man-made,

which tends to leave brush marks within these lines.

This is a natural hair,

and this natural hair tends to leave no marks at all.

So, we work to one standard, which is a higher standard,

so we use one that leaves no brush marks at all.

Narrator: And if customers without a coachline

decide to add one to their car,

Mark is on hand to travel worldwide with his paintbrush.

Court: As normal with Rolls-Royce,

Rolls-Royce never comes back to us.

We go to it.

So if it's in Dubai, so be it.

That's where I have to go.

Narrator: There are several unmistakable features

of every Rolls-Royce exterior.

The handmade pantheon grille,

the self-righting wheel centers

that ensure the RR logo is never rotated,

and the Spirit of Ecstasy ornament.

In fact, in 2003, BMW paid $65 million

to acquire the rights to the Rolls-Royce

name, symbol, and the Spirit of Ecstasy.

But it's inside the car where luxury - and cost -

dramatically increases.

To create a virtually silent ride,

Rolls-Royce adds approximately 300 pounds

of acoustic insulation around the cabin.

Its tire manufacturer Continental

even developed special foam-filled tires,

which reduced the noise of the road by 9 decibels.

The results were so profound

that Rolls-Royce removed some soundproofing

to avoid causing acoustic sensory deprivation.

The dashboard of the Rolls-Royce Phantom

can even become a bespoke art gallery.

Customers have commissioned artists to produce

all sorts of designs for this space,

including this gold-plated, 3D-printed

stainless steel installation

that replicates the customer's DNA profile.

Another shining feature of Rolls-Royce

is the Starlight Headliner,

an intricate series of fiber-optic roof lights

that recreate the night sky.

Alexandra Benga: It takes up to 16 hours to build

the Starlight Headliners.

We're starting by drilling it,

and we perforate every single hole

to thread fiber-optic through every single hole.

We've got up to 1,340 holes.

We're doing this to achieve the stars in the sky,

so we're going to have the sky

in the night covered with stars.

Narrator: As with all things Rolls-Royce,

customers can create bespoke starlight designs,

including randomly generated shooting stars.

One customer even had their design matched

to exactly replicate the constellation of stars

from the night they were born.

The embroidery on the upholstery is also tailor-made

to the customers' design choice.

Joshua Liles: So, there's no real standard process

that's repeated with embroidery,

just because every single design

is completely unique to the customer.

It's not just a case of scanning in an image,

turning it into embroidery.

Every single aspect of the image is thought out.

The different angles of the stitch

will reflect the light in a different way.

So rather than it just being a flat image,

we're trying to bring it out to that next level.

So, it's almost three-dimensional,

like a hologram effect,

that you can get from our stitching.

Narrator: The most complex embroidery project

Rolls-Royce has completed

is this special Rose Phantom model,

which consists of 1 million individual stitches.

Liles: The Rose Phantom is

the biggest embroidery we've done to date.

We'll have to map out exactly what order

we're putting all those embroideries onto the leather

so that they all join up to match some of the stitching.

There's no tolerance. It can't be out by a millimeter,

otherwise it's completely written off.

Just take a small aspect of the Rose Phantom,

It's a good example of the development

of one of the butterflies.

What seems relatively simple in, like, an image

actually becomes very complex for embroidery.

So for the Phantom Rose Headliner,

there's a few techniques that we hadn't used before.

Because of the scale of the Rose Headliner,

we had to break it down into individual elements.

So each individual butterfly,

the flower heads themselves,

and then all the vines and leaves.

So you can see here,

it's basically different layering

of different-colored stitches in different densities.

And by building those up,

we can create that sort of fade effect

where it's darker to the center,

fades out towards the wings,

fine-tune them to the quality that we expect,

and then start combining it

and bringing it all together for the whole headliner.

Narrator: Rolls-Royce has seen a boom in sales

over the last 10 years.

In 2019, sales increased by roughly 25%

to 5,152 units,

with the average age of a Roll-Royce owner

dropping from late 50s to mid 40s.

Take Drake for example.

His Bushukan model,

a special edition of the Phantom,

left the factory at a value of about $700,000.

However, the customizations that Drake made,

such as the diamond-encrusted OVO owl

in place of the Spirit of Ecstasy,

is thought to have brought the overall price

to about $1 million.

The most expensive Rolls-Royce model

ever built was the Sweptail.

The result of over four years' work,

this one-of-a-kind car was reported

to cost $13 million,

previously holding the title of

the world's most expensive new car.

But while other top-end car manufacturers

focus on speed, maneuverability,

and super-lightweight-supercar status,

Rolls-Royce cars are expensive for one reason:

luxury.