Qatar's bespoke appetite drives Rolls-Royce's global future

13/11/2025 05:10 AST

Qatar's growing appetite for bespoke luxury is helping shape Rolls-Royce's global future, CEO Chris Brownridge told Gulf Times in an exclusive interview during his visit to Doha.

From desert sunset-inspired commissions to its 23-year partnership with Rolls-Royce Motor Cars Doha and the Phantom Centenary celebrations, Brownridge said the country embodies the brand's vision of modern luxury - blending heritage, innovation, and youthful ambition.

Brownridge emphasised continuity and growth since assuming leadership, underscoring the importance of trusted partners, such as Rolls-Royce Motor Cars Doha. James Crichton, regional director for Rolls-Royce Motor Cars Middle East & Africa, added that bespoke commissions begin with these relationships, ensuring Rolls-Royce remains client-driven.

The centenary of the Phantom was marked in Doha with orchestral music composed for the occasion and client cars proudly displayed. "It's exactly what I would hope to see," Brownridge said, praising Rolls-Royce Motor Cars Doha's execution. Crichton noted: "How amazing is that? That your own clients want to come in and have their cars on display."

Luxury, Brownridge explained, is about experiences rather than transactions. He cited commissions ranging from a dog's paw print in a coach line to desert sunset themes. Crichton added that Rolls-Royce's Private Offices worldwide enable such creativity, with designers helping clients realise visions as personal as roof lining featuring tiny LED stars arranged in the constellation in the sky the night they were born.

Brownridge also highlighted concierge services and the Whispers community, where clients share passions for watches, travel, and boats. "When you buy a Rolls-Royce, you become a member of our family," he emphasised.

In defining modern luxury today, Brownridge pointed to innovation since 1904. The all-electric Spectre, launched two years ago, has been hailed as perfectly suited to Rolls-Royce's ethos. "Everyone who's driven Spectre has said, this is absolutely what I expect of a Rolls-Royce," he noted. Demand for V12 engines remains strong, ensuring a balanced product mix, Brownridge also noted.

The Rolls-Royce Motor Cars Doha partnership, now in its 23rd year, was described by Crichton as "spot on". Crichton praised the family's ability to represent multiple luxury marques with equal strength, calling it "one of the really powerful things" in the market.

"They have an absolutely amazing network," he said, noting that their stewardship of Rolls-Royce in Qatar has been marked by consistency, attention to detail, and a deep understanding of the brand's ethos.

Crichton emphasised that Rolls-Royce Motor Cars Doha is not just a dealership but a custodian of the marque's reputation in the region. "They've been with us through every stage of growth, and their commitment to excellence mirrors our own," he said. This alignment, he added, is why Rolls-Royce continues to thrive in Qatar, with clients who expect - and receive - a level of service equal to the craftsmanship of the cars themselves.

Brownridge echoed the sentiment, describing the Doha showroom as "a great example" of exquisite execution. He also lauded the 'Letbelah' or the 'Qatar Auto Museum', established by Omar Hussain Alfardan, managing director of Alfardan Corporation, calling it "a wonderful project".

Brownridge also noted a generational shift: "The average age of a Rolls-Royce client used to be somewhere in the 50s, and now it's in the 40s." This has influenced product evolution. The Black Badge emerged from demand for darker aesthetics, while the Cullinan SUV became "the Rolls-Royce you can drive every day." Today, clients mix driving with being driven, redefining ownership, he said, adding that "We have a shared passion for celebrating the Rolls-Royce heritage, but also the craftsmanship of the future."

Gulf Times