“The rich are very different from you and me…”
F. Scott Fitzgerald
by Wallace Wyss –
I don’t know how, or if, the pandemic is affecting the 1% of the one percent but it’s fun to go to the Roll Royce web site to see what the rich are concerned with when ordering their Roller.
The Rolls Royce web site is divided into categories like “Bespoke Creations”, “Interior”, etc. “Bespoke” is a medieval word meaning the same as “custom” in the US, most often applied to hand made suits on Savile Row.
One of the cars they refer to here is the Silver Bullet. (Wasn’t that a Lone Ranger thing?) It refers to a four seater Dawn convertible temporarily made into a two seater by means of a tonneau cover carrying two headrests. Here’s some of their copy,
Inspired by the spirit of the roadsters of the 1920s, Dawn Silver Bullet is a modern interpretation of the heady, irreverent attitude of that decade. A powerful and precise model that cuts through noise and strikes a chord with all of those who seek escape and adventure.
Limited to only 50 cars worldwide, the retro styling of Dawn Silver Bullet is a future classic that honours the glamorous past.
You kind of wonder why a buyer doesn’t just buy a two seater sports car but then you remember this is the Rolls world. Why would you lower yourself by stepping down, say, to an Aston Martin? “Slumming again, Forrester?”
In another section they talk about the boat-tail only they call it the boatail–a fastback version that can be special ordered. They don’t mention price but I’ve heard over a million. They wax poetically about it:
THE PINNACLE OF BESPOKE For those who value rarity in its most authentic form, Rolls-Royce Motor Cars introduces Coachbuild, a truly singular creation. Only Rolls-Royce is capable of fulfilling such ambitious vision, invoking both legacy and destiny to craft the purest representation of luxury. Coachbuild is an extraordinary design collaboration between patron and artisan.
I get it. Like George Barris back in the day, right? It gets better. Inside the boat-tail (I’ll spell it my way, OK Rolls?) they describe the environment:
An uninterrupted glass roof floods the interior with natural light – an interior ruled by a philosophy that equates elegance with simplicity. Switchgear is minimal, making way for the richest of materials to rise to the forefront of attention. Polished Macassar Ebony and open-pore Paldao create visual and tactile contrasts with the light Moccasin and Dark Spice leathers of the seats, armrests and fascia surround.
And then there’s the dashboards. Oh, I remember customizing dashes back in the ’50s with a pinstripe and a rubber skull but this goes way beyond. I’m talking you telling your designer your accomplishments and together you do a dash that reminds you of the time you climbed Everest, or bailed out of an SR71 Blackbird, you know something memorable that’s depicted on the dash. Says Rolls,
CRAFT AN ORIGINAL. A ROLLS-ROYCE IS MORE THAN A MOTOR CAR. IT IS A WORK OF ART, HAND-MADE TO ORDER EXCLUSIVELY FOR YOU, BY OUR TEAM OF HIGHLY SKILLED CRAFTSPEOPLE AND DESIGNERS. WHATEVER YOU IMAGINE YOUR IDEAL MOTOR CAR TO BE, BRING YOUR UNIQUE VISION TO LIFE WITH ROLLS-ROYCE BESPOKE.
I could go on but it’s all a bit rich for my blood. I recommend art buffs go to the site because the paintings are sort of a 1930’s flat color style that’s interesting like prewar travel posters. The photography is impressive.
I know Detroit periodically fantasizes about some luxury cars and there has been some thought about ultimate luxury car (the Cadillac Sixteen pushed by Bob Lutz) but I fear Detroit just doesn’t have enough marketing acumen to get into the head space of the 1% of the one percent…they could build the car but wouldn’t know how to market it.
You can visit the Rolls Royce web site here.
Let us know what you think in the Comments.
THE AUTHOR: Wallace Wyss has worked on car marketing and advertising for such clients as Chevrolet, Oldsmobile, Ford and Lancia.In this photo Wyss is at the annual Rolls Royce party at Pebble Beach.
Images compliments of Rolls Royce.
WW, In terms of driving safety it would be better to not to drink from glass while driving. So another option would be to have a sexy and smart long legged full glass of water nurse in the trunk, like the “Monkey in the trunk” commercials. She would hook you up to a champagne drip, as you start the car, right into your veins or mediport for safer automotive operation. Then when you have a collision she will be right there to save your life or steal your wallet, watch and car. Also so to not have the gravity feed drip bag on a metal pole protruding above the roof line, I recommend to use a Audi A8 Bosch headlight washer pump for a quicker input of French juice. Of course the pump would be insulated with sound deadening foam and placed in a leather covered stainless steel box. Take care WW.
Jeff
Great ideas Jeff – thanks for sharing.