Rolls-Royce Motor Cars has announced that its CEO, Torsten Müller-Ötvos, will retire on November 30th. Chris Brownridge, CEO of BMW UK, has been appointed as his successor and will officially start his duties on December 1st.
Torsten Müller-Ötvos joined Rolls-Royce Motor Cars in 2010, making him the longest-serving CEO since Claude Johnson, who managed the company after the famous meeting between founders Charles Rolls and Henry Royce in 1904. Under his leadership, Rolls-Royce has transformed into a true luxury house through exquisitely crafted automobiles and an unparalleled bespoke program that deeply understands the needs, tastes, and desires of customers worldwide.
This transformation has led to astonishing success. Annual sales skyrocketed from about 1,000 units in 2009 to over 6,000 units in 2022, more than sixfold. Most notably, Rolls-Royce has established itself as a leader in the luxury industry through its bespoke program, which embodies a combination of artistic, technical creativity, and innovation, showcasing unparalleled craftsmanship.
During Torsten’s tenure, Rolls-Royce produced some of the most historic automobiles in collaboration with world-renowned artists, fashion designers, and luxury houses. In 2017, the company established its Coachbuild department and showcased the ultimate bespoke creations using traditional coachbuilding methods. Most recently, they revealed the Droptail in August.
Additionally, several new models have been launched. The Rolls-Royce Wraith and Dawn were introduced, and the brand’s first-ever SUV, the Rolls-Royce Cullinan, was also released. This year, they are set to unveil Spectre, the world’s first ultra-luxury electric super coupe, marking a transition to the brand’s electrification product portfolio.
The introduction of new models, expansion of the bespoke program, and strategic shift into the super luxury segment have been driving forces behind Rolls-Royce’s success and have attracted a new generation of customers to the brand.
Since 2010, the average price of a Rolls-Royce has doubled from around €250,000 to approximately €500,000, while the average age of customers has decreased from 56 to 43 years old.
Chris Brownridge, appointed as Torsten’s successor, joins Rolls-Royce after serving as CEO of BMW UK since 2021. Chris is a marketing and sales expert with approximately 30 years of experience at BMW Group, having previously held positions such as Sales Director for BMW UK and Director for Marketing at MINI in the UK and Ireland from 2011.
“It has been the greatest privilege and joy to lead Rolls-Royce Motor Cars over the past 14 years and to grow the brand to the pinnacle of the luxury industry,” said CEO Torsten Müller-Ötvos. “I am confident that Chris Brownridge will craft the brand’s special narrative with talented and innovative individuals.”
Oliver Zipse, Chairman of the BMW Group, stated, “Torsten’s exceptional leadership, dedication, clear vision, and outstanding ability to lead the team have been great driving forces behind making Rolls-Royce the luxury brand it is today. I am confident that Chris Brownridge, as the new CEO, will guide Rolls-Royce Motor Cars into a future of pure electrification with his excellent track record and wealth of experience.”
Furthermore, Chris Brownridge, the new CEO and current CEO of BMW UK, expressed, “It is an honor to be appointed as the new leader of Rolls-Royce Motor Cars, one of the world’s most recognized, desirable, and influential brands. I am delighted to participate in the brand’s story, building upon Rolls-Royce’s proud legacy, and I will do my utmost to embrace the continuous challenges and opportunities that lie ahead.”
By Sang-Jin, daedusj@autodiary.kr