Rolls-Royce, the luxury car manufacturer, achieved record-breaking car sales in the past year despite global economic concerns, thanks to strong demand from the affluent class.
In 2023, Rolls-Royce experienced an outstanding year with a total of 6,032 units sold, setting a new sales record in the company’s 120-year history. Notably, each car sold was customized to meet the exclusive requirements of Rolls-Royce customers, emphasizing the value of exclusivity.
This figure represents a slight increase from the previous record of 11 units sold in 2022. The rapid growth in sales can be attributed to the Middle East, Asia-Pacific, and Europe, although the United States remains as the brand’s largest market, followed by China.
Despite the upcoming release of an upgraded version, the best-selling car in 2023 was the Cullinan. While specific sales figures for each model are undisclosed, it is predicted that the Rolls-Royce Ghost secured the second-highest sales position, while the Phantom, the most expensive model, ranked third.
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The highly anticipated all-electric luxury coupe model, Spectre, is currently in production and is expected to contribute significantly to the surge in sales in the coming years. The pre-orders for Spectre have already been extended until 2025. Despite the discontinuation of the Wraith coupe and Dawn convertible models, which were produced in limited quantities, the impact on sales has been minor.
When purchasing a brand new Rolls-Royce, customers have the opportunity to select various customizations to create a truly unique and memorable ownership experience. Exceptionally demanding and discerning, customers of luxury brands expect a high level of personalization. In 2023, all Rolls-Royce models sold included bespoke features, setting new records for the Bespoke division in terms of quantity and value.
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The Middle East stood out as the source of the most extraordinary customized cars. Not only do they have strict aesthetic requirements, but customers in this market also demand significant technological advancements. A prominent example is the fragrance release mechanism on the headrests of the Phantom Syntopia, originally developed for medical purposes.
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In 2023, the Bespoke division of Rolls-Royce demonstrated exceptional efficiency in meeting high-demand customer requirements. Some notable personalized works include intricate marquetry for The Pearl Cullinan, hand-pierced leather seats for the Black Badge Cullinan Blue Shadow, real-time animation in the Black Badge Ghost Ekleipsis’ Starlight Headliners, and hand-painted artworks on the Phantom Cinque Terre.
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While these personalized features are undoubtedly captivating, the new Coachbuild models are the epitome of Rolls-Royce’s craftsmanship. In 2023, the company introduced the Droptail roadster, limited to just four units with a price tag of approximately $25 million (VND 608 billion). Two of these exclusive models, namely the La Rose Noire and Amethyst versions, have already been delivered to their discerning owners.
Rolls-Royce has invested in upgrading its production facility in Goodwood to accommodate the manufacturing of electric vehicles. The company also plans to increase investments in the Bespoke and Coachbuild divisions to cater to growing customer demands. A recent independent study conducted by Rolls-Royce revealed that the Goodwood factory has contributed over £4 billion to the UK economy during its 20 years of operation.
Thái Son (Tuoitrethudo)
Reference: Carscoops
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