COVID helped Rolls-Royce sell a record 5,586 cars last year because the pandemic made the super-rich realize that “life can be short.”
The luxury brand, which ranges from £ 233,000 to £ 432,000, has sold the most cars in its 117-year history worldwide.
CEO Torsten Muller-Otvos said: “Many people have witnessed people in their community die at Covid, and this has led them to think that life can be short and that it is better to live now than to put off later.
“It simply came to our notice then [encourage people to] to invest in what I would call the nice, beautiful things in the world. ”
BMW-owned Sussex-based companies have grown sales in all regions of the world.
Mr Muller-Otvos, a German, explained: “It is thanks to Covid that the whole luxury business is flourishing worldwide.
“People couldn’t travel much, they couldn’t invest much in luxury services … and quite a lot of money was accumulated to spend on luxury goods.”
Many buyers have added Rolls-Royce to their existing collections because most owners have more.
The company said it enjoyed a “phenomenal year” with high demand for all models, especially the Ghost sedan and Cullinan SUVs, setting historical records in most sales regions, including Greater China, the Americas and Asia Pacific, and many countries. Worldwide.
Rolls-Royce at full production capacity: The luxury car manufacturer’s Goodwood plant is working to build custom vehicles for clients around the world and reported record sales in 2021
With order books dating back to the third quarter of 2022, the boutique factory in Goodwood, West Sussex, said commission commissions were also at record levels, with customers usually spending twice the base list price to tailor the vehicle to their personal tastes. Sometimes the end result can be much higher
Rolls-Royce has declared itself the “undisputed leader” in the super-luxury car segment with a price of over £ 250,000.
CEO Torsten Müller-Ötvös said This is Money: “It depends to a large extent on Covid, as well as on the entire luxury business worldwide.
“People can’t travel much. They cannot invest in luxury services.
“As a result, a lot of money has been accumulated around the world that can be spent on luxury goods. We all benefited. ”
He said seriously, “People are dying on Covid. People think that life can be short and that it is better to live now. “
He added that although 2021 is a “volatile and challenging” year, the biggest challenge was not finding customers, but meeting demand that “was never stronger.”
Waiting times for the new Rolls-Royce currently run one year.
Mr Müller-Ötvös said: “If you order a Rolls-Royce today, you expect to take delivery in about a year.”
The Cullinan and Ghost SUVs accounted for 40 percent of total sales.
Other highlights of the past year included: the unveiling of the partially disguised first fully electric production car called the Specter – designed for showrooms in 2023 after a year of testing around the world; launch of Black Badge Ghost in October (price from GBP 325,000 or GBP 100,000 above standard Ghost); and the unveiling of the £ 20 million Boat Tail body (one of three separate and unique contracts), which means making Rolls-Royce Coachbuild a permanent part of its portfolio.
The company commented on its success, saying: “All Rolls-Royce models worked extremely powerfully.
“Growth was driven primarily by Ghost, and demand for the launch of the Black Badge Ghost in October 2021 continued to grow.
“This, together with the continued dominance of Cullinan and the brand’s flagship product, Phantom, has ensured that orders will be full by the third quarter of 2022.”
The British luxury car manufacturer announced the highest sales in its 117-year history – a dramatic 49% year-on-year to 5,586 cars.
Record sales were driven by his latest new model, the updated Ghost sedan (pictured)
It also helped increase demand to a record level Cullinan – the first SUV from Rolls-Royce, which proved to be extremely popular among the super rich.
The company’s program of provenance for “used” or used vehicles has also recorded “exceptional” record sales of all time.
Record custom orders have been strengthened by examples such as the Phantom Oribe co-created with Hermès, the Phantom Tempus, the Black Badge Wraith and the Black Badge Dawn Landspeed Collection, adding: “The company has signaled its commitment to leading a new current coachbuilding movement. Rolls Royce Coachbuild has become a permanent part of its future portfolio, and with it the unveiling of its latest masterpiece made by the bus, Boat Tail. ”
Significantly, almost a third (27 percent) of all Rolls-Royce customers now opt for a “Black Badge” on their luxury cars – in some cases and regions up to about 40 percent.
The Black Badge line was aimed at the busy younger market of millionaires who meet their requirements for stealth-like engines with an all-black grille and design elements.
The introduction of the “Black Badge” series also helped increase sales (in the picture Rolls-Royce Ghost Black Badge)
The Black Badge line was aimed at the busy younger market of millionaires who meet their requirements for engines of similar secrecy with an all-black grille and design elements.
It’s also paying off on profits, because although Rolls-Royce doesn’t publish its accounts separately from its parent company BMW, industry experts who have delved deep into the numbers expect the company to be the most profitable carmaker in the world together. Italian Ferrari with an estimated return of 50%.
Rolls-Royce also announced its first fully electric car, the Specter, during 2021 (boldly in the same week that the new 007 ‘No Time to Die’ was released, in which Bond’s hostile organization called SPECTER) and remarked: The Extraordinary Commitment to Launching Specter by the Fourth Quarter of 2023 has now begun and is undergoing the most criminal testing protocol ever created for Rolls Royce. This 1.5 million-mile (2.5 million-kilometer) road, which spans all four corners of the globe, will simulate more than 400 years of Rolls Royce use. ”
He adds: “As they prepare for the brand’s purely electric future, Rolls-Royce continues to meet the growing demand for its current portfolio through a flexible manufacturing process and the commitment of more than 2,000 people working at Home of Rolls. “Royce in Goodwood, West Sussex and around the world.”
The Rolls-Royce plant in Goodwood is currently running at maximum capacity, in a two-shift mode to meet orders from clients around the world, stressing and noting: “Rolls-Royce will continue to invest in its production plant to be ready for electrification. , and future talent, with a record 37 new apprentices due to join the company in September 2022. ”
Mr. Müller-Ötvös added: “2021 was a phenomenal year for Rolls-Royce Motor Cars.
“In the last 12 months, we have recorded our highest annual sales in history, launched the latest addition to our Black Badge family, amazed the world with our bodybuilding capabilities and taken huge steps into our fully electric future. ‘
Ross-Royce boss Torsten Müller-Ötvös (pictured) praised the automaker’s “dedication and commitment” when he announced record sales in 2021
Rolls-Royce’s first electric car teased: These are the first images of Specter – a debut battery-powered limousine made by a luxury company to be sold in 2023.
He continued: “Our extremely strong product portfolio, exceptional custom offerings, along with the first full year of Ghost availability, the launch of Black Badge Ghost in October and the continuing record demand for personalized personalization have significantly contributed to our extremely strong performance.
“It’s extremely encouraging as we prepare for the historic launch of the Specter, our first fully electric car. Following this year’s success, we will continue to develop as a true luxury brand outside the automotive industry. ”
He praised the “dedication and commitment of the extraordinary people” at Rolls-Royce and remarked, “It’s an honor and a pleasure to work with them every day.”
Rolls-Royce chief also suggested that this year could slightly exceed record sales in 2021 and said, “Our future is secure.”
The company is planning a new paint shop and may be hiring more employees.
Brexit has brought some “bureaucracy and bureaucracy”, especially in terms of bringing in key workers from the continent, and some labeling issues. But the sales boom did not stop it, he said.
Last week, the British luxury competitor Bentley, owned by the Volkswagen Group, also announced record worldwide sales – by almost a third – as it pushes forward ambitious plans to electrify its entire range.
The prestigious Aston Martin brand also announced that it had achieved its goal of selling approximately 6,000 vehicles to wholesalers in 2021.
The manufacturer revealed that sales increased by 82 percent last year to 6,182, including just over 3,000 units of its DBX model, representing a 20 percent share of the luxury SUV market.