Year of the Dragon Rolls-Royce Phantom sold out in just two months
The car boom in China is not showing signs of any slow down. The luxury car segment continues to show the same as a special edition Year of the Dragon Rolls-Royce Phantom that has a tag price of $1.2 million was bought just two months after being rolled out to the showroom.
The special model was specifically built for the Chinese New Year that was celebrated recently and welcomes the lunar year of the dragon.
According to the Rolls-Royce CEO, the Chinese market is not easily pleased with plain luxury rides but want highly custom built models. Some popular items include custom embroidery and even drink cabinets. The topman of Rolls-Royce admit though that 2012 might not surpass the 2011 performance of the brand in China but the car marque will still push ahead with more dealership to add to their 14 showrooms in order to meet the high demand in the luxury car segment.
Rolls-Royce looks into more vehicle customization to sustain and promote growth of the brand. The current orders for the Ghost Rolls-Royce sedan shows that around 56% of the orders involve some for of personalization which may range from cigar humidors, custom paint, and even picnic sets.
For the higher end Phantom, the customization is even higher with 79% for the Asian market and around 99% of the orders looking for bespoke features for Middle Eastern clients. The North American market is also following the trend with 84% of customization for the orders last year, a big jump from 30% in 2005.