• Luxury Auto

    Rolls-Royce Wraith: Bespoke Design

    • Feb 13, 2014

    • By:Simon Murray

    There’s a comparison floating around the web that I think is fitting when describing the painstaking process of bespoke design: “A Rolls-Royce takes 6 months to build, a Toyota takes 13 hours.”

    Give or take a couple months — or a couple hours, in this case — the stark contrast between a car assembled by robotic assembly line and a car carefully constructed by hand makes a clear point. The gulf that exists between such cars is a difference in mentality. At the Rolls-Royce headquarters in the UK, each and every motorcar is assembled by artisans. That means that once an order is made for one of these high-end machines, the driver will typically have to wait about 3 to 6 months before receiving their custom hand-built car. And depending on production schedules and factoring the complexity of the customization job, it could be longer. But such is the sacrifice of perfection, or at least that is how Alex Innes put it to me when I test drove the all-new 2014 Wraith in Scottsdale, AZ.

    Innes is a Bespoke Designer for the Rolls-Royce Motor Cars company. As British as the cars he constructs by hand, Innes has created everything from a Picnic Hamper set for four that fits in the boot (read trunk), as well as the dramatic, fastback silhouette design of this year’s powerful new Wraith.

    While we could explain the process in detail, we’d rather just show you. Below is “The Man Who Became a Paint” from the marque’s 21st Century Legends short film series that describe in full the meticulous nature of the technicians, engineers and artisans at the Goodwood assembly plant. Men and women who take hours to bring every idea, big or small, to life for their extremely satisfied clients.



    Stay tuned as we unveil more web content from HudsonMOD’s exclusive preview of the 2014 Wraith, and look for the full story featured in “Wheels” in the Travel, Food & Wine issue debuting this month!