Rolls Royce remains relevant by keeping its white-gloved hands rooted in its heritage and a heavy foot on accelerating bespoke customization.

by Matthew Cottrell / photos courtesy of Rolls-Royce

No one actually needs a one-off vibrant yellow Rolls Royce Spectre, or a Twilight Purple Cullinan II. Still, for those with the wherewithal to purchase one of these half-million-dollar-plus bespoke odes to luxury, it sure is fun to know that the sky is the limit for customization. As finely tailored as a Savile Row suit, throughout 2024, the British marque has paraded a bevy of its latest bespoke creations to events around the globe, most recently the Las Vegas Concours at Wynn Las Vegas. The resort owns the largest fleet of Rolls-Royce Phantoms in North America, with 10 extended-wheelbase Phantoms specifically designed for the resort to chauffeur its highest caliber guests.

Rolls Royce chauffer instructor Andi McCann providing White Glove instruction in the Red Rock Canyon.

Sophisticated Living was invited to be among a select group of media to experience a condensed version of Rolls-Royce's "White Glove" training program for the finest chauffeur education in driving and etiquette before getting behind the wheel of some of their latest creations in nearby Red Rock Canyon and the Vegas strip.

The tradition of having specially trained chauffeurs pilot Rolls-Royce goes back nearly a century ago, when tycoons and maharajahs, who imported the cars from England, requested the company provide training for everything from personal presentation to the 'champagne stop,' a unique braking technique that halts the vehicle with such smoothness that nary a drop of bubbly is spilled by the passengers. While it's a bit of an anomaly in an era of autonomous cars, as we all know, one of the most self-indulgent ways to enjoy a Rolls-Royce is from the backseat (and a full twenty percent of the 6,000 Rolls-Royce cars delivered annually are strictly chauffeur driven).

Witty Englishman Andi McCann leads the White Glove training program. After a brief history lesson, McCann provided an abbreviated version of the invitation-only course Rolls-Royce offers to those who drive their VIP clientele, demonstrating how to move with grace and precision even before the engine starts. "Striving for perfection is a basic component of luxury," remarked McCann. "Everything you do must be sharp, effortless, professional, and safe." In short, we learned that a professionally trained Rolls-Royce chauffeur knows everything from the preferred elevation of their clients' headrests to knowing whether to use the vintage or non-vintage champagne setting in the backseat Coolbox.

After two hours of classwork, I found myself behind the wheel of the Rolls-Royce Spectre Semaphore. This one-of-one commission made its global debut at The Quail, A Motorsports Gathering, this past August. If the attention-grabbing yellow paint job wasn't arresting enough, the bonnet boasts a dramatic 'Marbled Paint Spill' graphic that took 160 hours to perfect. Keeping McCann's guidance top-of-mind, I ease myself behind the wheel, taking notice of the interior, a combination of Bespoke Lemon Yellow and Citrine Yellow on the seats, the Starlight doors, and above the instrument panel. It blends into the contrasting Grace White and Slate Grey hues with Lemon Yellow stitching. The SPIRIT operating system, an advanced digital interface that allows for extensive personalization within the car's interior, allowed the dials to complement the motor car's yellow colorway. I relax into the seat, gently grasp the wheel at 9- and 3-o'clock, and glide away, instantly acknowledging that even those who choose to be driven shouldn't deny themselves the pleasure of piloting this beauty for themselves on occasion.

Having familiarized myself with the nuances of the Spectre, it was time to try my skills with the Cullinan Black Badge Series II, the next iteration of the luxury SUV that brings the marque's hallmark "magic carpet ride" to any terrain. The acceleration of the 592 horsepower V12 is effortless and quiet, with the self-leveling air suspension constantly adjusting to road conditions to provide a remarkably smooth ride. The uniquely patterned cabin seating, mated to the Twilight Purple bespoke paint job, features a glass dashboard panel that uses backlighting through tiny pinpricks to create an ambient effect and a small vitrine with an illuminated Spirit of Ecstasy.

It is hard to imagine that Rolls-Royce could improve the legendary ride and comfort of its decadent automobiles, but the age of electric vehicles has done just that. The Spectre BEV exhibits a level of smoothness that flattened the legendary Red Rock roads, and the electric motor's instant torque leaves you wanting more. After all, who wouldn't want the finest, smoothest, and quietest automobile to also whisk you away at near sports car acceleration? Rolls has once again reset the standard for luxury automobiles.

Arrayed on the green of the Wynn Golf Club Like a peacock fanning out its train, Rolls-Royce's candy-colored lineup for the Las Vegas Concours also included a Brener Green Spectre, an Emerald Cullinan, and a Turchese Blue Spectre. The diversity of the display comes on the heels of the brand opening Private Office New York this past September in the Meatpacking District. It's the latest creative outpost in a network that already includes Shanghai, Dubai, Seoul, and the 'original' Private Office at the home of Rolls-Royce in Goodwood. Available by appointment, it allows North American clients to interact directly with a US-based designer and specialist client experience manager. "Our investment in this office is in response to the steadily increasing engagement we see from our North American clients in this region, constantly challenging our designers to create and develop even more exciting and ambitious commissions," said Chris Brownridge, Chief Executive, Rolls-Royce Motor Cars.

“If you’re on time, you are late,” McCann stressed during our briefing. Staying ahead of the game has made Rolls-Royce a benchmark for luxury vehicles since Charles Rolls and Henry Royce established the brand in 1904.

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