“We broke a sales record, but that’s not the measure of our success.” Rolls-Royce CEO sums up 2022

“We broke a sales record, but that’s not the measure of our success.”  Rolls-Royce CEO sums up 2022

“We broke a sales record, but that’s not the measure of our success.” Rolls-Royce CEO sums up 2022

For the first time in history, the luxury brand from Goodwood exceeded the threshold of 6,000. copies sold in one year. But this is not the only historical record that Rolls-Royce recorded last year.

Another year, another sales record for Rolls-Royce: CEO Torsten Müller-Ötvös announced at the results conference that in 2022 he would customers around the world bought 6,021 Rolls-Royces. That means until 8 percent growth compared to 2021. Never in the company’s 118-year history have luxury cars produced in Goodwood been so popular. Customers preferred SUV Cullinan.

This was achieved despite the ongoing war in Ukraine and the cessation of deliveries to Russiawhich has been quite an important market for Rolls-Royce so far. However, as Müller-Ötvös admitted, the volume of 250-300 units previously exported to Russia was easily compensated on other markets. In addition, the CEO of Rolls-Royce emphasized that the company is also looking closely at who orders cars in other markets – she does what she can to Rolls-Royces were not in the hands of citizens of a country on which a trade embargo was imposed.

Where are the most Rolls-Royces sold in the world?

The largest market for Rolls-Royce remain The United States – 35% of the total goes there. production. And here the trend is increasing. China, despite a several percent drop in sales in 2022 caused by restrictions related to the pandemic, maintained its position as the runner-up with a share of 25 percent. Europe closes the podiumwhere up to 20% of cars, and the highest increases were recorded here Germany and Great Britain.

Rolls-Royce: 2022 model range at Goodwood headquarters
Image Credit: © Press Materials, Rolls-Royce | Mark Fagelson Photography

Rolls-Royce: 2022 model range at Goodwood headquarters

For “The House of Luxury”, as Rolls-Royce prefers to be called (rather than “Carmaker”), a more important measure of success, however, is the average price of cars sold. In 2022, this value (for the entire range) amounted to approx. half a million euros. After converting the amount into zlotys and adding excise duty (18.6 percent) and VAT (23 percent), we get PLN 3.4 million – that’s how much the theoretically average cost of a new Rolls-Royce in Poland.

Today, the average price of a new Rolls-Royce is twice as high as it was 10 years ago. This is not only due to the general increase in base prices: increasingly younger customers are more likely to opt for exclusive options from the Bespoke program. They can order, for example, a unique paint shade, individual seat embroidery, special colors and materials in the cabin, artistic dashboard decorations or custom-made accessories.

Our clients’ orders have become even more inventive and technically demanding – a challenge that we take up with enthusiasm.

CEO of Rolls-Royce Motor Cars

Middle East Customers Have Highest Demands For “Bespoke” Customization

Customers from the Middle East are at the forefront of special requests. Since completing a highly individual configuration is often a complex process that has previously required customer visits to the brand’s headquarters in Goodwood, Rolls-Royce opened the first “Private Office” in Dubai in 2022: is a kind of intimate salon, available only to selected customers, which specializes in configuring “high bespoke” orders. More such places are to be built in other locations, primarily in Asia.

It only provides higher exclusivity an invitation to build your own body. In 2022, Rolls-Royce presented boattail model (second in a series of three total). We’ll see more of these unique designs this year, but not all “coachbuild” Rolls-Royce cars are presented to the general public: some customers prefer to keep their personal Rolls-Royce models to themselves.

Rolls-Royce Boat Tail - trunk
Photo source: © Press Materials | Rolls-Royce

Rolls-Royce Boat Tail – trunk

And does Rolls-Royce think about building short series of modern replicas of pre-war models, as does, for example, Bentley? To this question Torsten Müller-Ötvös answered me in the negative.

– We’re not planning anything like a “contiuation series”. At Rolls-Roys, we focus exclusively on modern designs. We treat the Rolls-Royce Coachbuild department as a pearl in our crown, and the waiting list for the opportunity to build our car is long – said the head of Rolls-Royce in an interview with Autokult.

Will Rolls-Royce go public on the stock exchange?

Increasing production capacity to shorten the waiting queue would certainly allow the company to earn great money, after all the mentioned Boat Tail cost the new owner as much as 28 million dollars. In reference to this, Müller-Ötvös stressed, however, that both he and the owner of Rolls-Royce Motor Cars, BMW Group, are satisfied with the financial results. Could he imagine Rolls-Royce going public to raise more money to develop the brand’s electric models? This is not in the plans, the company has a sufficient budget for this purpose.

Rolls-Royce has not yet revealed the exact number of orders for its first electric model, which had its premiere in 2022. According to the CEO’s assurances, the Specter has been well received by customers and here too demand exceeds supply – pre-sales have already started.

Rolls-Royce Specter (2023)
Photo source: © Autokult | Rolls-Royce

Rolls-Royce Specter (2023)

Rolls-Royce’s production facilities and headquarters in Goodwood are employing more and more people

In connection with the launch of the production of a new electric vehicle and the gradual conversion of the entire range to electricity (combustion models will disappear from the offer in 2030), the number of employees at the Goodwood plant in 2022 has increased to 2,500 people This is 150 more jobs than the year before. In 2023, the company will also increase employment and proudly emphasizes that currently people from as many as 50 different nationalities work here.

Torsten Müller-Ötvös looks at the current year with great optimism – orders are already running far in 2023, and the first copies of the groundbreaking Specter model will reach customers in the fourth quarter of this year. The luxury electric coupe is to be the brand’s third sales pillar (alongside Cullinan and Ghost). Is it important to break another record? Absolutely not. For a luxury brand, the way it treats its customers is more important than sales results.

“We listen, observe and adapt our brand while gradually rejuvenating it,” concluded Torsten Müller-Ötvös.

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