“2024 has been a remarkable year for Rolls-Royce Motor Cars, particularly in the Middle East & Africa, where the region continues to set the global benchmark for Bespoke commissions. The success of our Private Office in Dubai – our first outside Goodwood – and the opening of four new showrooms across the region have been pivotal, offering discerning clients exclusive luxury spaces to immerse themselves in the wonderful world of Rolls-Royce Motor Cars. We have seen strong demand across all models with more clients seeking highly personalised features. The Middle East remains at the forefront of our Bespoke philosophy, and we are confident the demand for exceptional, tailored, emotionally resonant luxury will continue well into 2025 and beyond.”
James Crichton, Rolls-Royce Motor Cars, Regional Director Middle East & Africa
A RECORD YEAR FOR BESPOKE
In 2024, Rolls-Royce Motor Cars Middle East & Africa was the largest Bespoke region by average value per motor car.
The region has once again set a new benchmark for highly sophisticated and exclusive commissions. Extraordinary examples include:
- Couture Phantom, featuring a delicate lace-inspired embroidered gallery, a Bespoke interior of Sunrise and Grace White leather, and a unique two-tone paint application in Crystal over Palais Nemaskar Dawn and Crystal over Arctic White.
- Rose Spectre, with intricate rose embroidery on the headrests and rear waterfall, along with personalised airbrush artwork and a 3D embroidery technique blending yarns.
- A specially commissioned Phantom, designed to mark a client’s milestone 50th birthday with his initials on the Coachline, treadplates, and headrests, and a Starlight Headliner recreating the constellation on his birthdate and birthplace.
These sophisticated Bespoke creations underscore Rolls-Royce Motor Cars’ ongoing commitment to offering highly personalised experiences which lead to the creation of emotionally resonant masterpieces, showcasing Rolls-Royce’s exceptional craftsmanship, design, and innovation in the Middle East and beyond.
AN UNMATCHED CLIENT EXPERIENCE
Rolls-Royce Motor Cars’ commitment to Bespoke is reflected in its Private Offices. The Private Office in Dubai was the first outside Goodwood, setting the global template which offers clients the opportunity to work closely with a dedicated regional Designer and Bespoke Experience Manager, serving as an extension of The Home of Rolls-Royce at Goodwood in the region. Working with the Private Office team, clients can create a deeply personal and elaborate motor car, thereby turning their dreams into a reality.
Following the successful showroom openings in Qatar and Saudi Arabia in recent years, the new showroom openings in Dubai, Abu Dhabi, Kuwait, and Bahrain in 2024 underscore Rolls-Royce Motor Cars’ evolution into a true House of Luxury. Bringing the brand’s refreshed visual identity to life, and designed to appeal to a younger, self-made, and highly individual clientele, these new showrooms offer a fully immersive client experience, reflecting the marque’s commitment to delivering unparalleled luxury and personalisation.
The Rolls-Royce Motor Cars invitation-only members’ app, Whispers, continued to thrive in 2024, offering an exclusive digital member’s club where clients can manage their Rolls-Royce motor cars, network with fellow members, and gain unique insights into both the marque and the wider luxury world. The app also facilitates direct communication between senior Rolls-Royce motor cars executives and owners of Goodwood-era Rolls-Royce motor cars, strengthening the bond between the brand and its discerning clients.
MIDDLE EAST SALES PICTURE
Driven by the ultra-luxury super coupé Spectre, which had its first full year of sales, and the launches of Cullinan Series II and Ghost Series II and their respective Black Badge models, the Middle East and Africa saw increased interest across the Rolls-Royce lineup in 2024, including the pinnacle Rolls-Royce Phantom
In 2024, the Middle East achieved record sales with top performance rankings globally in Dubai, Abu Dhabi, and Riyadh. Bahrain and South Africa also achieved their highest annual sales on record.
GOODWOOD FACILITY EXPANSION
Rolls-Royce Motor Cars has announced an investment of over £300 million to extend the Home of Rolls-Royce at Goodwood, reinforcing its position as a leader in handcrafted luxury and Bespoke craftsmanship. With the marque’s expansion of its global Private Office network and the increasing demand for highly intricate Bespoke, the investment is primarily to create more space for both Bespoke and even more complex Coachbuild projects. It marks the largest capital investment since the plant’s opening in 2003 and will enable Rolls-Royce Motor Cars to meet the evolving demands of its Middle Eastern clientele, further supporting the brand’s commitment to exceptional craftsmanship, Bespoke excellence, and innovation. Rolls-Royce Motor Cars Middle East & Africa looks forward with confidence to unveiling more Bespoke creations in 2025.
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