The rich simply won’t stop buying Rolls-Royces


It has been a difficult year for the world. Well, two years, really. But all is not catastrophic, for the unbelievably rich can always buy whatever their heart desires, and what they want, are Rolls-Royce cars and SUVs. The BMW Group-owned automaker announced Monday morning that 2021 was its best year in terms of outright sales. Why? Mainly because they are fantastic machines that define status, but also because what better place to watch the world burn than from the backseat of a Rolls?

According to Rolls-Royce, sales increased 49% in 2021 compared to 2020, showing that the ultra-luxury segment of the auto industry has made a full recovery, and more. This represents a total of 5,586 vehicles delivered worldwide, which is the highest number ever delivered by the famous British company in its 117 year history. The figure is also representative of all-time record sales in key regions, such as the Americas, Asia-Pacific and Greater China, according to the company.

Demand has been particularly strong for the all-new Rolls-Royce Ghost in Black Badge, as well as the Cullinan SUV, for which customers are spending particularly dearly through customization programs, even by Rolls-Royce standards. It also highlights another lucrative area for Goodwood: bespoke commissions. 2021 saw bespoke orders reach record highs, with the automaker highlighting several special versions, including one co-created with famous luxury brand Hermès. Oh, and there was also the Boat Tail commissioned by none other than Beyoncé and Jay Z.

Interestingly enough, a lower level of the super-rich (or those who didn’t want to wait for their own custom versions) also made some big purchases last year, as the Rolls Provenance program, which is essentially Rolls-Royce Certified Pre-Owned —Also recorded record sales of used vehicles last year.

“It has been a truly historic year for Rolls-Royce Motor Cars,” said Torsten Müller-Ötvös, President and CEO of Rolls-Royce. “In 12 months we had our highest annual sales our Black Badge family, stunned the world with our bodybuilding capabilities and made huge strides in our all-electric future. As always, it has been delivered. made possible by the amazing people of the Rolls-Royce House, our international team and our global dealer network. ”

What does it mean for the global auto industry that people are buying tons of Rolls-Royces? It’s likely that, despite being over a century old, the ultimate luxury brand not only survives, but thrives. Rolls-Royce has sold more than any other automaker in the $ 300,000 and up segment, which isn’t exactly the mass market, but it’s an incredibly lucrative area of ​​the industry if you can. ‘monopolize.

The next step for Rolls (in addition to significantly more sales as orders now span almost a year) is the launch of its new electric vehicle, the Specter, which will be unveiled later this year and is expected to arrive. on the market in 2023.

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