It's entirely acceptable for customers of ultraluxury and exotic autos in the U.S. to buy a vehicle right off the dealer's lot.
But given the amount of eye-popping colors, rare materials and features, and the ease of hand-picking how a vehicle looks, feels and drives, ultra-high-end customers are more inclined to build their own.
Rolls-Royce's redesigned Phantom flagship is a clear example of the phrase "one of one."
"We have a high penetration of customer-specified vehicles," said Pedro Mota, president of Rolls-Royce Motor Cars Americas. "The Phantom is basically purely customer-specified. There are no cars besides a handful of demos on the ground. We also have a very high share of bespoke cars with bespoke content."
Each Rolls-Royce dealership is limited to a number of demo vehicles to keep in its showroom. Some dealerships bespoke the vehicles themselves, helping customers visualize how unique a vehicle can be when they're designing their own.
Rolls-Royce's bespoke program includes some 44,000 exterior paint colors. If a customer prefers a color that isn't in the automaker's library, the bespoke team can create a specific tint.