British luxury automaker Rolls-Royce has announced its highest sales in its 117-year history – a dramatic 49 percent – as it increases its custom orders and moves into an electric future.
As the super-rich shook off the effects of the global pandemic, sales to customers around the world soared to a record 5,586 cars, and wealthy customers personalized record numbers of bespoke vehicles to their specific tastes.
Rolls-Royce said it had a “phenomenal year” with high demand for all models, particularly the Ghost sedan and Cullinan SUV, and in most sales regions including Greater China, the Americas and Asia-Pacific and several All-time records have been set by countries around the world.
Rolls-Royce at full production capacity: The luxury car maker’s Goodwood plant is working flat out to build bespoke vehicles for customers around the world and has record sales in 2021
With order books stretching into the third quarter of 2022, the company with a boutique factory in Goodwood, West Sussex, said its bespoke commissions were also at record levels, with customers typically spending double the base list price to get their vehicle adapt to your personal taste. Sometimes the bottom line can be much higher
Rolls-Royce declared itself “the undisputed leader” in the super luxury segment for cars over £ 250,000.
Bosses said the Covid pandemic actually helped fuel the record sales boom as wealthy customers pondered their own mortality and decided to get on a Rolls-Royce now instead of waiting.
CEO Torsten Müller-Ötvös told This is Money: “It’s very much due to Covid, like the entire luxury business worldwide.
“People can’t travel a lot. You cannot invest in luxury services.
“Because of this, a lot of money is being accumulated around the world that can be spent on luxury goods. We all benefited from that. ‘
He said seriously: “People are dying of Covid. It makes people think that life can be short and that it is better to live now. ‘
He added that while 2021 will be a “volatile and challenging” year, the biggest challenge will not be finding customers but meeting demand that has “never been so strong”.
The waiting time for a new Rolls-Royce is currently one year.
Mr Müller-Ötvös said: ‘If you order a Rolls-Royce today, you can expect it to be delivered in about a year.’
The Cullinan SUV and Ghost each made up 40 percent of total sales.
Other highlights of the past year included: the unveiling of the partially camouflaged first fully electric production car called the Specter – planned for showrooms in 2023 after a year of worldwide tests; the launch of Black Badge Ghost in October (from £ 325,000 or £ 100,000 above the standard Ghost); and the unveiling of its £ 20 million body-built boat stern (one of three separate and unique contracts) that marks the introduction of Rolls-Royce Coachbuild as an integral part of its portfolio.
“All Rolls-Royce models performed extremely well.
“The growth was mainly driven by Ghost, with demand continuing to grow for the launch of Black Badge Ghost in October 2021.
“This, combined with the continued supremacy of Cullinan and the brand’s flagship product, Phantom, has ensured that order books are filled well into the third quarter of 2022.”
The British luxury car maker announced the highest sales in its 117-year history – a dramatic 49% year-over-year increase to 5,586 vehicles
Record sales were fueled by its newest new model, the updated Ghost sedan (pictured).
The Cullinan, Rolls-Royce’s first SUV model that is proving extremely popular with the super-rich, also helped drive demand to record levels
The company’s provenance program for “used” or used vehicles also saw “exceptional” record sales.
Record orders were fueled by examples such as the Phantom Oribe jointly developed with Hermès, the Phantom Tempus, the Black Badge Wraith and the Black Badge Dawn Landspeed Collection.Rolls Royce Coachbuild is becoming a permanent fixture in his future portfolio, and with it becomes his newest masterpiece in body construction ‘Boat Tail, presented.’
Significantly, almost a third (27 percent) of all Rolls-Royce customers now opt for the “Black Badge” treatment for their luxury cars – in some cases and regions even up to 40 percent.
The Black Badge range caters to a busy younger market of millionaires and meets their needs for stealth-like engines with all-black grills and design features.
The introduction of the Black Badge range has also helped boost sales (Rolls-Royce Ghost Black Badge pictured).
The Black Badge range caters to a busy younger market of millionaires and meets their needs for camouflaged engines with all-black grills and design features
It pays off in profits too, because although Rolls-Royce doesn’t publish its financial statements separately from parent company BMW, industry experts who dig deep into the numbers believe the company is now collectively the most profitable auto company in the world Italy’s Ferrari with an estimated return on investment of 50 percent.
Rolls-Royce also announced its first all-electric car, Specter, in 2021 (cheeky the same week as the launch of the new 007 movie “No Time to Die,” in which Bond’s archenemy is called SPECTER), noting, “The Extraordinary” The company has now started getting Specter to market by the fourth quarter of 2023, and the toughest test protocol ever designed for a Rolls Royce is underway. This 1.5 million mile (2.5 million kilometers) journey, which extends to all four corners of the world, will simulate more than 400 years of use of a Rolls Royce. ‘
It added: “While preparations are being made for the brand’s all-electric future, Rolls-Royce continues to meet growing demand for its current portfolio through a flexible manufacturing process and the commitment of the more than 2,000 employees who work in the Home of Rolls.” Royce in Goodwood, West Sussex and around the world. ‘
The Rolls-Royce plant in Goodwood is currently operating at full capacity in two shifts to fulfill orders from customers around the world, the company said, noting, “Rolls-Royce will continue to invest in its manufacturing facility to focus on electrification to prepare “. , and future talent, with a record 37 new apprentices joining the company in September 2022. ‘
Mr. Müller-Ötvös added: “2021 was a phenomenal year for Rolls-Royce Motor Cars.
“In the past 12 months we have had our highest annual sales ever, launched the newest addition to our Black Badge family, amazed the world with our body building skills, and made great strides in our all-electric future. ‘
Ross-Royce boss Torsten Müller-Ötvös (pictured) praised “the commitment and commitment of the extraordinary people” at the car company when he announced a record sale for 2021
Rolls-Royce’s first electric car teased: These are the first images of Specter – the luxury company’s first battery-powered sedan, due to hit the market in 2023
He continued, “Our extremely strong portfolio of products, an exceptional bespoke offering, along with Ghost’s first full year of availability, the launch of Black Badge Ghost in October, and continued record demand for bespoke personalization, have been instrumental in our extremely strong personalization . ” Power.
“This is very encouraging as we prepare for the historic launch of Specter, our first all-electric car. Building on this year’s success, we will continue to develop beyond the automotive industry as a real luxury brand. ‘
He praised “the dedication and dedication of the extraordinary people” at Rolls-Royce and said: “It is an honor and a pleasure to work with you every day.”
The Rolls-Royce boss also suggested that this year could marginally beat record sales of 2021, saying, “Our future is secure.”
The company is planning a new paint shop and may be hiring more employees.
Brexit brought with it some “bureaucracy and bureaucracy”, particularly related to the involvement of key people from the continent, and some labeling issues. But the sales boom hasn’t stopped, he said.
Last week, Volkswagen-owned British luxury rival Bentley also announced record global sales – up nearly a third – as it pushes ahead with ambitious plans to electrify its entire range of products.
Prestige colleague Aston Martin also announced that they have achieved their goal of selling around 6,000 vehicles to wholesalers in 2021.
The manufacturer announced that sales rose 82 percent to 6,182 last year, including just over 3,000 units of its DBX model, which has a 20 percent share of the luxury SUV market.
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