In 2016 Torsten Müller-Ötvös, the CEO of Rolls-Royce, shared how embracing new technologies, including 3D printing, is his strategy for the company’s survival. Sales figures for 2016 show just how successful this custom-made approach is, as Rolls-Royce sold over 4,000 cars for only the second time in history. Total sales of Rolls-Royce cars are a 6% increase on 2015, the UK being the highest increase in demand by in 26%, and the US by 10%.
The personal touch
According to Rolls-Royce, “Today, practically every motor car that leaves the Home of Rolls-Royce in Goodwood, England is Bespoke.” In a retrospective of the best Rolls-Royce models of 2016, custom touches to their models include everything from the exterior paintwork, to the interior dashboard, fittings and upholstery.
As of July 2016, BMW had 3D printed 10,000 parts for the of the Rolls-Royce Phantom. 3D printed parts of the Phantom for the moment seem exclusively to be plastic components; holders for hazard-warning lights, lock buttons, parking brakes and sockets, though for Rolls-Royce clientele these components would not be beyond customisation.
A new Phantom approaches
The House of Rolls-Royce campaign is a video series exploring the company’s history. In Chapter I: The Spirit of Ecstasy Rolls-Royce use 3D scanning to render the first Silver Ghost model.
In 1907, this car was dubbed ‘The Best Car in the World’ after completing the 14,371-mile Alpine Trial motorcar endurance rally. These videos track 110 years in car manufacturing, leading up to the launch of a new Phantom saloon model.