Rolls-Royce Motor Cars announced that it achieved its highest sales performance in 119 years of brand history by selling a total of 6,032 vehicles worldwide across 50 countries last year.
Last year, Rolls-Royce set new sales records in markets such as the Asia-Pacific, Europe, and the Middle East, experiencing sales growth in most global markets. The top two markets, the United States and China, significantly contributed to overall sales, with the Asia-Pacific region benefiting from rapid growth in the luxury industry driven by the dynamic South Korean market, which continues to set yearly sales records.
Model-wise, the Cullinan claimed the title of best-selling Rolls-Royce for 2023, continuing its success from 2022. In the Asia-Pacific region, the Ghost topped the bestseller list, while the Phantom remains a flagship model of the brand.
The brand’s first all-electric model, the Spectre, which began customer deliveries in the fourth quarter of last year, saw significant global orders, particularly highlighted by demand from younger customers. Currently, orders for the Spectre are backed up until 2025.
Additionally, Rolls-Royce’s bespoke program, a hallmark of the brand, also reached record levels in terms of order volume and order value. The demand for highly customized bespoke models, which require advanced technology and creativity, was particularly notable in the Middle East.
Among the bespoke projects completed last year were several firsts for Rolls-Royce, including the ‘Phantom Syntopia’, which introduced bespoke fragrances to interior spaces. Furthermore, the new model ‘Droptail’, under the brand’s top bespoke process called Coachbuild, showcased advancements in materials, craftsmanship techniques, technological innovation, and creativity.
Rolls-Royce is focusing on bespoke models in the long term. In response to the continuously growing demand for bespoke options, the brand officially opened the first bespoke experience space, ‘Private Office’, in Dubai in July 2022, followed by a location in Shanghai last year. This year, they plan to establish Private Offices in Seoul and North America, allowing customers to enjoy a more luxurious and specialized experience.
Chris Brownridge, CEO of Rolls-Royce Motor Cars, stated, “2023 was another remarkable year of growth for Rolls-Royce, achieving solid sales performance across our entire product portfolio globally. The interest and demand for the Spectre has been encouraging, reinforcing the brand’s decision to boldly adopt an electrification strategy for future model development and production.” He also mentioned, “Bespoke orders have reached record levels in both order volume and value, solidifying our position in the luxury sector.”
Meanwhile, Rolls-Royce is significantly contributing to regional and UK national economies. A study by the LSE research team revealed that Rolls-Royce has contributed over £4 billion to the UK economy since 2003, with current contributions exceeding £500 million annually.
Currently, over 2,500 employees work in the Goodwood home of Rolls-Royce in the UK, creating 180 new jobs last year. Goodwood serves as a training and development hub for highly skilled craftsmen, engineers, and designers, nurturing over 100 apprentices and new employees, with a similar-sized internship program conducted annually.
In 2023, Rolls-Royce announced new investment plans to modernize and upgrade manufacturing facilities. Through this plan, they aim to enhance their bespoke and coachbuild capabilities and support the expansion of their future pure electric vehicle portfolio.
Lee Sang-jin daedusj@autodiary.kr