Every single Rolls-Royce Cullinan has been customised

And 90 percent of all Rolls-Royces feature personalised elements.

06 February 2019 at 09:20

If you've got enough money to buy a brand new Rolls-Royce Cullinan, you've probably got enough money to get it personalised, too.

That may sound like hyperbole, but it's completely true, because every single Cullinan sold to date has been customised to fit its owner's specific requirements, according to Bloomberg.

Not only that, 99 percent of Phantoms are sold with customised options fitted. The success of Rolls-Royce's personalisation programme – which also increased from 80 percent of all cars customised in 2016 to 90 percent in 2018 – led to record sales figures last year.

Customisation options added almost 40 percent on top of the purchase cost of a Rolls-Royce car in the last year, as opposed to 20 percent in 2016, with the average total price for a new Rolls-Royce in the US (the brand's biggest market) being as high as $400,000 (over £300,000) – a figure that also includes the Dawn, Ghost, and Wraith as well as the Cullinan and Phantom.

The popularity of personalisation for Rolls-Royce has led to the company hiring an additional 100 employees just to handle its bespoke department.

"It’s needed," said Rolls-Royce chief executive Torsten Müller-Ötvös. "Customers are increasingly intrigued by all the possibilities we can offer—they want to put their own personal signature on the product."

"This is super important for us selling extraordinary objects of this calibre."

Among the special options you can pick to make your Rolls-Royce stand out even more is a clear 'gallery-style box' which can be used to house flashy items like watches, or art like Fabergé eggs, because that's the sort of thing you want in your car's dashboard. Other options include fridges, cigar humidors, picnic baskets and luggage sets, cashmere carpets, and nine-carat gold embellishments.

The Cullinan, Rolls-Royce's first SUV (although the compay insists it's a 'high-sided vehicle' and not and SUV) is expected to overtake the Dawn as its best-selling model, accounting for more than a fifth of the company's overall sales.

"Cullinan will come into real play in 2019," said Müller-Ötvös. "We are already sitting on a very strong order bank."