The 2014 Beijing auto show is impressing auto aficionados with a record 118 models making their debut at the event, which runs until April 29.

Highlights include the Rolls-Royce Motor Cars' world premier of the Pinnacle Travel Phantom - a new model from its Bespoke Collection.

A term originally applied to tailored suits, 'bespoke' in this context refers to the buyer's total involvement in the car's production.

"We are proud to unveil the Pinnacle Travel Phantom at this year's Auto China and this car is a showcase of Rolls-Royce's preeminence in bespoke design seen through the prism of luxury travel," said Henrik Wilhelmsmeyer, the automaker's director for the Chinese mainland.

He said, "The model shows the imaginative heights of craftsmanship, design and excellence that emanate from the bespoke design studios at the home of Rolls-Royce in the UK."

As China is Rolls-Royce's largest market, the company rolled out the car to cater to the Chinese love of travel and celebrate the success of the bespoke program in the second largest economy.

"Bespoke is Rolls-Royce and Chinese customers are increasingly embracing the unparalleled scope for personalization our bespoke service offers," said Wilhelmsmeyer.

In 2013 the automaker saw a 78 percent rise in Bespoke commissions from the Chinese market from the previous year.

Rolls-Royce established another seven dealerships in China in 2013, bringing the total number to 20 across the nation.

In response to the growing interest for bespoke products, the new model has two tones exterior for the interior decor including leather combinations for seats, roof liners, pillars and door cards. The car's specifically designed lamb wool mats also lend an extra element of luxury to the model.

Hailed as the most complex and beautifully hand-crafted Rolls-Royce model yet, the automaker said the car features 230 individual pieces of marquetry and 24,633 individual stitches.

Alongside the Pinnacle Travel Phantom, Rolls-Royce also showcased a Ghost extended wheelbase from the Majestic Horse Collection. These are a limited number of Bespoke Rolls-Royce Ghosts that take inspiration from classical interpretations of the horse in traditional Chinese art.

Also on display is Wraith, the most powerful model of Rolls-Royce. Premiered last year, the first models were delivered to Chinese customers in the fourth quarter.

"This limited series of motor cars perfectly marries Chinese artistic tradition to the very best in contemporary British automotive design," said Wilhelmsmeyer.

"Highly discerning Chinese customers have a profound appreciation of fine craftsmanship, with many delighting at traveling to the home of Rolls-Royce in Goodwood, England, to consult with designers and witness first-hand the practices that ensure the Rolls-Royce Motor Cars' position as purveyor of the world's pinnacle super-luxury good," he added.

Originating in 1906, Rolls-Royce Motors has been a preferred supplier of motorcars to the British royal family.

(China Daily 04/20/2014 page42)