Pandemic, Ukraine, supply: Rolls-Royce breaks its sales record in 2022
The end of the global pandemic, the war in Ukraine and supply problems have not been enough to slow down the enthusiasm that consumers have for the prestigious English brand. Rolls Royce which records in 2022, its best year in 118 years of history.
The record is broken. With 6,021 vehicles delivered in 2022, this is a new record for the manufacturer and the very first time that more than 6,000 Rolls-Royces have been manufactured in a single year. This is a first in almost 120 years of history for the English company. For many, the arrival of the Cullinan sport utility was a real heresy, but the model now represents nearly 50% of the manufacturer’s sales. The Ghost sedan accounts for 30%, while the Phantom VIII Series 2 limo is around 10%. Consider the Wraith and Dawn which are no longer sold in Canada.
These figures are spread across some 50 countries where the Rolls-Royce range is sold. The United States retains the largest market share. The latter, in addition to the Middle East, Europe and the Asia-Pacific region, were all up on the sales side. China is also doing well since it is the second most important market for the manufacturer. More individually, Germany and the mother country, England, have both broken records.
For the big boss of Rolls-Royce, Torsten Müller-Ötvös, despite these record sales, the manufacturer remains extremely exclusive. For him, the brand does not seek to make volume, far from it. He argues that the company is characterized by the uniqueness of each of the cars produced. In fact, the Bespoke personalization workshop obtains an average billing of more than US$500,000 per transaction.
The future of Rolls-Royce looks more interesting than ever. The manufacturer will market its first electric car at the end of 2023, the Spectre. Additionally, like other high-profile automakers like Bentley, Ferrari, McLaren and Lamborghini, Rolls-Royce will continue to offer limited-production, exclusive vehicles like the ten “Boat Tails” that sold over 28 million US dollars per copy.
