Rolls-Royce Motor Cars delivered record results in 2019, and achieved a global performance that has never been achieved in the company’s history of 116 years. 5,152 deliveries were made to customers spread across 50 countries and this marked an increase of 25 percent on the previous record that was achieved in 2018. Through such historic results, Rolls-Royce has continued to make a key contribution to the overall performance of the BMW Group, of which it is a part.
Commenting on the results, Torsten Müller-Ötvös, the CEO of Rolls-Royce Motor Cars, said that it was of an altogether different magnitude when compared to the sales success in the previous year. He said that even as the company celebrated its remarkable results, it continued to be conscious of its promise to its customers, to retain the rarity and exclusiveness of the brand.
He added, “We are pleased and proud to have delivered growth of 25 percent in 2019. Worldwide demand last year for our Cullinan SUV has driven this success and is expected to stabilize in 2020. It is a ringing testament to the quality and integrity of our products, the faith and passion of our customers and, above all, the skill, dedication and determination of our exceptional team at the Home of Rolls-Royce at Goodwood and around the world and our dedicated global dealer network.”
Worldwide Sales Growth
In terms of sales, the brand grew across all markets in 2019 and was driven by strong customer demand for all Rolls Royce models. Rolls-Royce experienced significant sales growth across all of its key global markets, with North America retaining its top status and accounting for about a third of global sales followed by China and Europe (including UK).
In 2019, Rolls-Royce motor cars were sold in more than 50 countries globally through a network of 135 dealerships. As part of its drive for long-term sustainable growth, the brand added two new dealerships to this network during 2019 – Rolls-Royce Motor Cars Brisbane and Rolls-Royce Motor Cars Shanghai Pudong. The company is also working on the development of the new Rolls-Royce Motor Cars flagship dealership in Berkeley Street, London which will expand its size to twice the size of its former location. The new location will be opened later in 2020.
Strong Demand for All Models
The Phantom continues to be the company’s main model while the Dawn and Wraith are t he top models in their respective segments- all three models experienced strong demand. Rolls-Royce’s new SUV, the Cullinan had the largest advance order book and the fastest post launch sales growth of any Rolls-Royce model in history.
In November 2019, Rolls-Royce added the Cullinan Black Badge to the Ghost, Dawn and Wraith Black Badge variants, for customers who want a more individual, rebellious take on the Rolls Royce brand.
Cullinan: ‘Effortless Everywhere’ Delivering on its Promise
In its first full year, the Cullinan exceeded even the highest expectations that were raised by its successful launch. The super-luxury SUV became the fastest-selling new Rolls-Royce model in history.
The launch of the Cullinan Black Badge, which foes by the tag ‘The King of the Night’ in November exceeded the hype generated by the launch of the Cullinan and completed the Black Badge family meant for customers who desire to follow their own path and make their own rules.
Farewell to Ghost – But Not for Long!
2019 also marked the end of Ghost production after 11 years of uninterrupted success. After debuting at the Frankfurt Motor Show in 2009, the Ghost became a modern classic over the years. It proved to be the most popular Rolls-Royce model of the Goodwood era, and drew a new audience of younger, often self-made, entrepreneurial customers to the Rolls-Royce brand. Rolls-Royce launched an extended wheelbase version in 2011 and an updated Ghost Series II at the Geneva Motor Show in 2014. The last Ghost came off the Goodwood production line at the end of 2019.
Over its 11-year lifecycle, the Ghost became the biggest-selling Rolls-Royce not just of the Goodwood era, but in the entire history of the marque. The model’s commercial success made it possible for Rolls-Royce to scale up its production and to invest heavily in making the brand a truly global one.
Rolls-Royce plans to launch the Ghost’s successor in mid-2020 after five years in development.
Bespoke: The Jewel in the Crown of Rolls-Royce
The true moneyspinner for Rolls-Royce was the global demand for Rolls-Royce Bespoke, which reached a new peak in 2019. The Bespoke Collective at the Home of Rolls-Royce in Goodwood, West Sussex, comprises hundreds of creative designers, engineers and craftspeople who take immense pride in catering to customer requests for Bespoke personalisation. They deliver unique vehicles like the Rose Phantom. They have been responsible for creating some of the most spectacular Collection Cars ever created in Rolls-Royce’s history. One truly remarkable achievement was the Zenith Collector’s Edition of Rolls-Royce Ghost which was limited to just 50 examples and was created to mark the end of production of the Ghost.
The Wraith Eagle VIII marked the centenary of Alcock and Brown’s first non-stop transatlantic flight (powered by twin Rolls-Royce Eagle engines). The Tranquillity Phantom inspired by space exploration featured a unique Gallery depicting the X-Ray coded aperture masks used on the British Skylark space rocket. For the first time in a Rolls-Royce, it incorporated a meteorite as an aesthetic embellishment.
Some of the new accessories which were added included the exceptional Rolls-Royce Champagne Chest.
An Expanding Family
In 2019, to cater to the growing global demand, Rolls-Royce added 50 more employees to its workforce of 2000 employees drawn from 50 nationalities.
This year’s intake of 26 new entrants on the company’s highly successful Apprenticeship Programme included the first-ever Sir Ralph Robins Degree Apprenticeship candidates. Named after the ex-CEO of Rolls Royce plc, Sir Ralph has served as a Non-Executive Director of Rolls-Royce Motor Cars since its inception in 2003.
From the time the Apprenticeship Programme was launched in 2006, almost 200 participants have used the program to complete a combination of hands-on practical training alongside skilled Associates and vocational training at local colleges. Many have proceeded to take on important technical and supervisory roles within the company.
Confidence in the Future
In 2019, Rolls-Royce has made significant new investment in the manufacturing facility at the Home of Rolls-Royce at Goodwood, thus reinforcing the company’s commitment to its UK operations and its optimistic outlook for the future. Projects included further refinements to the manufacturing facilities, equipment and processes to maximize efficiency and ensure the highest levels of quality. A new two-storey development, which is scheduled to become operational in the first quarter of 2020, will add more than 1,000 square meters to the ground floor Assembly Hall, and create additional first-floor office space.
In closing, Mr Müller-Ötvös said, “There is no other company like Rolls-Royce Motor Cars: we are all conscious of what a privilege it is to design, build and deliver the best car in the world for our customers. PersonalIy, I continue to feel honored and humbled to have led this great company for the past d
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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