Favorable global sales have continued to fuel Rolls-Royce Motor Cars to another sales record in 2019, it recorded 25% growth in sales to 5,152 units compared to 4,107 units the year before. Its highly popular and acclaimed SUV, the Cullinan led the growth and has become the fastest-selling model from the brand ever.
“This performance is of an altogether different magnitude to any previous year’s sales success. While we celebrate these remarkable results we are conscious of our key promise to our customers, to keep our brand rare and exclusive. We are pleased and proud to have delivered growth of 25% in 2019. Worldwide demand last year for our Cullinan SUV has driven this success and is expected to stabilise in 2020. It is a ringing testament to the quality and integrity of our products, the faith and passion of our customers and, above all, the skill, dedication and determination of our exceptional team at the Home of Rolls-Royce at Goodwood and around the world and our dedicated global dealer network,” said Torsten Müller-Ötvös, CEO, Rolls-Royce Motor Cars in a press release.
Sales grew across all regions during the year, driven by strong customer demand for all Rolls‑Royce models. The company reported significant sales growth in every one of its key global markets. North America retained top status (around a third of global sales) followed by China and Europe (including UK). Individual countries that achieved strong sales results included Russia, Singapore, Japan, Australia, Qatar and Korea.
In 2019, Rolls-Royce motor cars were sold in more than 50 countries worldwide through a global network of 135 dealerships. As part of its commitment to long-term sustainable growth, Rolls‑Royce announced two new dealerships during 2019 – Rolls-Royce Motor Cars Brisbane and Rolls-Royce Motor Cars Shanghai Pudong. Development of the new Rolls-Royce Motor Cars flagship dealership in Berkeley Street, London – more than twice the size of the previous location – is underway and is due for launch later in the year.
Phantom retains its rightful place as the company’s pinnacle product, with Dawn and Wraith continuing to dominate their respective sectors; strong demand was experienced for all three models during the year. Cullinan, the marque’s new SUV, successfully translated the media plaudits and public acclaim into the largest advance order book and fastest post‑launch sales growth of any Rolls-Royce model in history.
In November 2019, the marque completed its dark, edgy Black Badge family with the addition of Cullinan Black Badge alongside Ghost, Dawn and Wraith variants, all of which were highly sought-after by customers seeking a more individual, rebellious expression of the Rolls‑Royce brand.
In its first full year of availability, Cullinan exceeded even the highest expectations raised by its successful launch. The world’s pre-eminent super-luxury SUV has become the fastest-selling new Rolls-Royce model in history.
The fervour throughout the year around the arrival of Cullinan was matched only by the media and public sensation occasioned by the launch of Cullinan Black Badge, ‘The King of the Night’, in November.
This completed the Black Badge family of unapologetic, dynamic products created for an emerging generation of super-luxury consumer; people who refuse to be defined by traditional codes of luxury, follow their own path and make their own rules.
The year saw significant new investment in the manufacturing plant at the Home of Rolls-Royce at Goodwood, reaffirming both the company’s commitment to its UK operations and its buoyant outlook for the years ahead. Projects included further refinements to the already world-class manufacturing facilities, equipment and processes, to maximise efficiency and ensure the highest levels of quality as demanded by Rolls-Royce customers.
A new two-storey development, due for completion in the first quarter of 2020, will add more than 1,000 square metres to the ground floor Assembly Hall, and create additional first-floor office space.
“There is no other company like Rolls-Royce Motor Cars: we are all conscious of what a privilege it is to design, build and deliver the best car in the world for our customers. PersonalIy, I continue to feel honoured and humbled to have led this great company for the past decade,” Torsten said.