Rolls-Royce Motor Cars achieved an unprecedented global sales performance in 2022, the year it unveiled the Rolls-Royce Spectre, the marque’s first all-electric model. The Bespoke Collective at the Home of Rolls-Royce delivered a total of 6,021 automobiles to customers worldwide, setting a new record with an 8% increase over the previous record of 5,586 set in 2021. Clients were seeking increasingly imaginative and technically demanding features, which the Bespoke Collective eagerly embraced.
In addition to fulfilling individual bespoke commissions and Collection car orders, Rolls-Royce also unveiled the next chapter in its Boat Tail coachbuilt commission, one of only three that will ever be made. First deliveries will take place in the fourth quarter of 2023, marking the first step towards Rolls-Royce’s goal of producing only fully-electric cars by the end of 2030. This unprecedented success comes as the company prepares to mark the 20th anniversary of the Home of Rolls Royce at Goodwood in January 2023.
As a luxury brand, sales are not the primary measure of success for Rolls-Royce. Instead, the company places a strong emphasis on bespoke commissions and the value of these requests was higher than ever in 2022. Clients were seeking increasingly imaginative and technically demanding features, which were enthusiastically taken on by the Bespoke Collective of expert designers, engineers, and craftspeople based mostly on the Home of Rolls-Royce.
In addition to individual bespoke commissions and Collection cars, Rolls-Royce also unveiled the next chapter in its Boat Tail coachbuilt commission – one of just three that will ever be made. Coachbuild represents the pinnacle of the company’s craft and is a key element in its long-term strategy, with future projects already in development. The possibilities offered by bespoke commissions also contributed to Rolls-Royce’s record profitability in 2022, with clients willing to pay around half a million Euros for their unique motor cars. The scarcity and rarity of these bespoke vehicles are essential to maintaining the brand’s exceptional strength.
Rolls-Royce’s all-electric Spectre model made its debut in October 2022, and the pre-order bank for this ultra-luxury super coupé has exceeded the company’s expectations. First deliveries will take place in the fourth quarter of 2023, marking the first step towards Rolls-Royce’s goal of producing only fully-electric cars by the end of 2030.
Rolls-Royce Motor Cars CEO, Torsten Müller-Ötvös, has stated that the company’s record sales in 2022 confirm it as a “great British success story” and that he is “cautiously optimistic” about the year ahead, despite global challenges and economic headwinds. Müller-Ötvös also praised the company’s team at Goodwood and in regional offices worldwide, saying they are committed to excellence and have a remarkable ability to turn ideas into reality. He added that the company’s founders would be proud to work alongside them.
The USA was the largest market for Rolls-Royce in 2022, with a new generation of younger American entrepreneurs, wealth generators, and job creators drawn to the brand for the first time.
Greater China remained the company’s second-largest market, with solid sales in Shanghai, Beijing, and new tier-one cities such as Hangzhou and Shenzhen. However, ongoing headwinds resulted in a single-digit drop in sales overall compared to the previous year.
Europe saw record sales for Rolls-Royce in 2022, despite the region’s significant geopolitical challenges. This included record sales in the UK and Germany.
The Middle East is Rolls Royce’s most popular region for bespoke commissions, with a high demand for one-of-a-kind and highly personalized creations. In 2022, the company opened its first location outside of Goodwood, an invitation-only Private Office in Dubai, bringing the Home of Rolls-Royce closer to its regional clients. Rolls-Royce plans to open more Private Offices around the world in the coming months and years.
Asia-Pacific played a significant role in Rolls-Royce’s global success, with strong sales growth in the region in 2022. In Japan, a modern splendor of successful entrepreneurs is increasingly investing in Rolls-Royce motor cars, while the highly dynamic market of Korea has shown significant growth over the past two years, with the potential to become the company’s leading market in the region in the near future.