Ultra-luxury brands are breaking sales records year after year.
Last year, Rolls-Royce recorded sales of 276 units, marking the highest sales since entering the Korean market. With a then-record of 123 units sold in 2018, Rolls-Royce has shown steady growth, demonstrating a remarkable 124% increase in sales over five years. The model leading this growth is the Cullinan, Rolls-Royce’s first SUV, which sold 144 units last year, establishing itself as a core model for the brand. One in every two Rolls-Royce customers opted for the Cullinan.
Not stopping there, Rolls-Royce is set to open a private office for customers in Cheongdam-dong this year, continuing tailored consultations for their clientele.
Mercedes-Benz’s luxury brand, Mercedes-Maybach, is also performing well. Following the existing Mercedes-Maybach S-Class, the brand launched its first SUV, the Mercedes-Maybach GLS, in 2021, significantly expanding customer choice.
With the addition of the Maybach GLS, which complemented the previously singular model of the Maybach S-Class, Maybach’s sales began to rise. Sales jumped from 795 units in 2021 to 1,961 units in 2022, and further to 2,595 units in 2023, showcasing an astounding growth of 226% in just three years.
The top-selling model in the Maybach lineup is the Mercedes-Maybach S580 4MATIC, which sold 1,278 units. One in two Maybach customers chose the S580 4MATIC.
Mercedes-Benz Korea is taking further steps by opening a dedicated Mercedes-Maybach showroom in Apgujeong-dong, and is gearing up for aggressive sales efforts.
Investments in facilities by ultra-luxury brands are also increasing. Bentley opened the Bentley Cube in Cheongdam-dong last spring, in addition to the Dongdaemun Bentley Tower. The Bentley Cube represents a unique marketing strategy to capture the Cheongdam-dong area, where Bentley customers congregate. It features consultation spaces for clients wishing for bespoke Bentleys across the first to third floors and the ‘Azure Salon’ for Bentley customers on the fourth floor, generating significant interest among clients.
Thanks to the opening of the Bentley Cube, Bentley sold 810 units last year, a 4.5% increase from the previous year’s sales of 775 units.
Lee Sang-jin daedusj@autodiary.kr