Luxury Marque Rolls-Royce Announces Most Successful Year In History


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Rolls-Royce Motor Cars has announced its most successful year to date. With some 4,107 cars delivered to customers in over 50 countries around the world, 2018 has seen the luxury marque’s highest annual sales in all its 115-year history. The Phantom has been a major growth-driver, followed by the Wraith and Dawn models. Rolls-Royce also enjoyed record demands for more personalized and customized motor cars through its bespoke department at Goodwood, UK.

Rolls-Royce CEO, Torsten Müller-Ötvös says there has been growth in all the company’s major regions around the world. “We are deeply focused on each and every one of our customers and are delivering on their demanding expectations,” he continues. “The Home of Rolls-Royce at Goodwood is acknowledged and celebrated as a global center of luxury manufacturing excellence, where our skilled, dedicated team create the world’s finest, most sought-after luxury products.”

Experts at Goodwood, the home of Rolls-Royce, crafting the Phantom VIII

Experts at Goodwood, the home of Rolls-Royce, crafting the Phantom VIIIROLLS-ROYCE

The Americas remain the most profitable market for Rolls-Royce, followed closely by Europe and Asia Pacific. Much of the success is down to the new family of products that includes cars for traditional Rolls drivers such as the latest Phantom, as well as newcomers – the brand-new Cullinan and the Wraith and Dawn, Ghost. The Black Badge editions have particularly helped in attracting a younger age group to the brand.

Mercury Music Prize winner Skepta Rolls-Royce CEO Torsten Müller-Ötvös

Mercury Music Prize winner Skepta personalising his Phantom with CEO Torsten Müller-ÖtvösJAMES LIPMAN

Müller-Ötvös told me his customers are increasingly younger buyers who have made their wealth through “smart business ideas. Not just in Asia, but the US, the Middle East and here in the UK,” he says. “These customers are highly educated and true global citizens. We need to cater for them. We need to cater for customers who are more bold. This was the idea behind Black Badge which has done extremely well, superseding all our expectations. Now with the Cullinan we will see even more younger customers, people who are outgoing, who want to drive their Rolls-Royces.”

The new Rolls-Royce Cullinan went on sale at the end of 2018

The new Rolls-Royce Cullinan went on sale at the end of 2018JAMES LIPMAN

The Cullinan, Rolls-Royce’s first SUV, which went on sale at the end of last year, has seen advance orders running well into the second half of 2019. The bespoke department did exceptionally well too. The company has made it a priority to  highlight the incredible skills of the crafts people at Goodwood with complex projects such as the Phantom “Gallery” showing potential buyers and loyal clientele what can be achieved at Rolls-Royce. In 2018 the specialist craftspeople here delivered some of the most ambitious customer commissions ever undertaken at Goodwood, pushing their own limits in terms of design, engineering and materials. Furthermore, Rolls is exploring its partnerships with creatives from art and design as a way of exploring what it means to be a luxury brand in the modern world.

Rolls-Royce Phantom VIII spaceframe architecture