August 21, 2017
Despite having more than 44,000 color options for its bespoke clients, British automaker Rolls-Royce has added a new shade to its palette.
Bespoke capabilities start and stop with a client’s request, and Rolls-Royce is happy to work with its consumers to meet their expectations and make dreams a reality. For example, avid car collector Michael Fux has worked with Rolls-Royce 11 times to bring his vision to life through one-of-a-kind paint colors and other personalization touchpoints.
Pushing the bespoke envelope
On Aug. 20, at The Quail, an automotive experience in Pebble Beach, CA, Mr. Fux and Rolls-Royce unveiled their latest bespoke collaboration.
Part of Mr. Fux’s personal automotive collection, the Rolls-Royce “Dawn in Fuxia” was presented to attendees at the 2017 Pebble Beach Concours d’Elegance by the automaker’s CEO, Torsten Müller-Ötvös.
Mr. Fux’s Dawn in Fuxia is painted a vibrant fuchsia. The color selection was matched to a flower Mr. Fux found during a visit to Pebble Beach in 2016.
The Rolls-Royce Dawn in Fuxia is painted in a color reserved for only Mr. Fux. Image credit: Rolls-Royce
Last year, also at Concours d’Elegance, Rolls-Royce unveiled one of the first highly personalized Dawn models. The model, commissioned by Mr. Fux, was painted in “Fux Blue,” a one-of-a-kind shade of blue.
At the time, Mr. Fux found the flower and presented its petals to the Rolls-Royce Bespoke Design team and challenged the automaker to create a second bespoke Dawn.
Since 2005, Mr. Fux has commissioned 11 Rolls-Royce cars in total. The colors within his collection of bespoke Rolls-Royces are exclusive to him.
“When I commissioned my first bespoke Rolls-Royce in 2005, I wanted something completely different than any of the other cars commissioned at the time,” Mr. Fux said in a statement for Rolls-Royce.
“I knew the designers had a lot of creativity that I wanted to explore,” he said. “I love the heritage of the Rolls-Royce brand and I love these cars. I always challenge my fellow owners to push the bespoke envelope.”
Mr. Fux's car collection includes 11 bespoke Rolls-Royce models. Image credit: Rolls-Royce
The reserved colors include the latest Fux Fuxia, the aforementioned Fux Blue, as well as as Fux Intense Jade Pearl, Fux Aequus Green jade Pearl Cornish White Jade Pearl two-tone, Fux Deep Purple, Fux Candy Red and Fux Yellow.
“Mr. Fux is a very special patron of Rolls-Royce Motor Cars,” Mr. Müller-Ötvös said in a statement. “Rolls-Royce designers love working with him because he constantly challenges them to take their work to an even higher level, delivering a true work of art.”
Earlier this year, Rolls-Royce announced that it had completed its most-expensive bespoke vehicle to-date.
During the Concorso d’Eleganza at Villa d’Este car show held near Lake Como, Italy May 26-28, Mr. Müller-Ötvös, CEO of Rolls-Royce, introduced members of the press to the 103EX, or “Sweptail,” as it is also known. Rolls-Royce takes pride in its bespoke abilities and recalled its coachbuilding heritage to inspire the Sweptail model.
According to sources, Rolls-Royce charged the unnamed buyer of the Sweptail $12.8 million. But, as GQ reported, Rolls-Royce has “refused to give… a figure, or even a hint of one” (see story).