A FUTURE BUILT ON STRONG FOUNDATIONS
In 2022, the year it revealed Rolls-Royce Spectre, the marque’s first-ever all-electric model, Rolls-Royce Motor Cars also achieved a global sales performance unequalled in the company’s 118-year history. In total, 6,021 motor cars were delivered to clients around the world, an increase of 8% on the previous record of 5,586 set in 2021. This unprecedented success comes as, in January 2023, the company marks the 20th anniversary of the Home of Rolls‑Royce at Goodwood.
But as a true House of Luxury, sales are not the marque’s primary measure of success: Rolls‑Royce is not and never will be a volume manufacturer. Bespoke IS Rolls-Royce and the value of the marque’s unrivalled Bespoke commissions was higher than ever. Clients’ requests for exquisite, often personalised features are becoming ever more imaginative and technically demanding – a challenge the Bespoke Collective of specialist designers, engineers and craftspeople based at the Home of Rolls-Royce at Goodwood enthusiastically embrace.
As well as some incredible individual Bespoke commissions and Collection cars, Rolls-Royce unveiled the next chapter of the Boat Tail coachbuilt commission – one of just three that have been, and ever will be made. Coachbuild represents the apex of the marque’s craft and is a key element in the company’s long-term strategy; the next projects are already in development.
The ever-expanding, almost endless possibilities offered by Bespoke also support the marque’s record profitability achievement in 2022, with clients now willing to pay around half a million Euros for their unique Rolls-Royce motor car. As befits a House of Luxury, Rolls‑Royce is steered by profit contribution, not by volume, with scarcity and rarity essential to further build and maintain the marque’s exceptional brand strength.
The USA was once again the marque’s largest overall market as a new generation of younger American entrepreneurs, wealth generators and job creators were drawn to Rolls-Royce for the first time.
Greater China remains of crucial strategic importance to the marque, as its second-largest market globally. Significant success in Shanghai and Beijing, as well as in ‘New Tier One’ cities such as Hangzhou and Shenzhen, supported a balanced sales picture across the region. Ongoing headwinds resulted in a single-digit drop in sales overall, compared with the record result achieved in 2021, however, this could be counterbalanced by increased sales in other regions.
Sales of Rolls-Royce motor cars in Europe reached new heights in 2022, despite the serious geopolitical challenges affecting the region. This included record sales in several individual markets including the UK and Germany.
The Middle East is the marque’s leading region for Bespoke commissions, with many unique creations of particularly extensive and individual personalisation. In 2022, Rolls-Royce opened an invitation-only Private Office in Dubai, the first outside Goodwood, bringing the Home of Rolls-Royce closer to the marque’s local clients. Further Private Offices will be introduced around the world in the coming months and years.
Asia-Pacific plays an important role in Rolls-Royce’s global success, with strong sales growth in 2022. In Japan, a new class of successful entrepreneurs is increasingly investing in Rolls-Royce motor cars, while the highly dynamic market of Korea, has shown significant growth over the last two years, with the potential to become Rolls‑Royce’s leading market in the region in the near future.
STRONG DEMAND FOR ALL MODELS
Following its triumphant debut in October, the pre-order bank for Rolls-Royce Spectre, the world’s first ultra-luxury electric super coupé, has exceeded the company’s most ambitious expectations. First client deliveries will take place in the fourth quarter of 2023 – the marque’s first step towards building only fully-electric cars by the end of 2030. Demand for all current Rolls‑Royce models remains exceptionally strong, with advance orders secured far into 2023.
In 2022 Cullinan consolidated its position as the most in-demand Rolls-Royce, while Ghost was the marque’s best-selling model in the Asia-Pacific region. Black Badge, Rolls‑Royce’s more rebellious alter ego, has witnessed extraordinary growth.
Rolls-Royce Motor Cars is a great British success story, making a vital contribution to the local and wider UK economies.
With over 150 new jobs created during 2022, 2,500 people, representing over 50 nationalities, are now employed at the Home of Rolls-Royce at Goodwood. The marque’s headquarters is a nationally important centre for training and developing highly skilled craftspeople, engineers and creatives. Rolls-Royce also supports over 100 apprentices and graduate trainees, plus a similar number of internships every year.
The Home of Rolls-Royce, which marks its 20th anniversary in 2023, remains the only place in the world where Rolls-Royce motor cars are designed and built, every one of them to order and each including Bespoke features specified by the client. Rolls-Royce has acquired land to the east of the existing site to expand, modernise and upgrade its facilities, primarily to further increase its Bespoke capacity and capabilities.