Abu Dhabi Motors dips into Arab lore for Rolls bespoke

Dubai: For the world’s second most successful Rolls-Royce dealership in 2012, no detail can be overlooked when it comes to customising an owner’s car. In some instances, Abu Dhabi Motors, which has the dealership rights for Abu Dhabi and Al Ain, does the customisation on its own.

The dealership, which ranked behind the Rolls importer in Beijing, is now giving the finishing touches to a one-of-a-kind customisation for its ‘Andalusia Ghost’ series. Only five of these models bearing the motif will be produced globally. Even here, each model will be set in a distinct two-tone colour combination so that no two Andalusia cars are the same.

The Andalusia cars cost Dh1.57 million each. Three of the cars were sold while in production, another is now available in the showroom and the last will arrive before the end of the month. Each car features a bespoke treadplate with the emblem and personalised message: ‘Andalusia motif – one of five’.

“The [Rolls-Royce] Bespoke programme allows either the dealer or the customer to individualise the vehicle — while customer pre-ordering is widespread in other places in the world, in the Middle East the customers don’t like to wait,” said Kadhim Al-Helli, Rolls-Royce brand manager, Abu Dhabi Motors. “As such, brand managers understand the tastes and specs that appeal to customers’ liking and conceptualise them based on that.

“Andalusia is held in high regard due to its cultural significance and this is why a bespoke Rolls-Royce celebrating that period of history is a truly attractive proposition for our customers.”

The Andalusia series is the second straight mini-bespoke series that Abu Dhabi Motors has authored in recent months. Earlier it created a single version of the ‘Abbas bin Firnas Bespoke Rolls-Royce Ghost’ taking the named from a fabled Arab thinker and scientist. That model has since been sold.

“Arabs have historically and culturally taken pride in their method of transport, which is why stallions, horses and camels remain a big part of Arab culture whether through racing or breeding,” said Al-Helli. “This has manifested itself in the love that Arab customers have for the bespoke programme, which allows them to have something unique that no other person in the world has.”

A bespoke programme on a Rolls-Royce is no easy play. It takes around six months from conceptualisation to exiting the Goodwood factory. It takes an average 100 hours to finalize a design and get it approved. The defining parameters are a strong “story”, new bespoke elements and colour combinations. For the Andalusia, the colour combinations include ‘St. James Red with Cassiopeia Silver’ and ‘Diamond Black with Antique Gold’.

According to Torsten Muller-Otvos, Chief Executive of Rolls-Royce Motor Cars, during his recent visit to the UAE had said: “Our Abu Dhabi dealer is overwhelming Goodwood with new bespoke ideas. What we need to do is expand the Programme due to rising demand in the other countries.”