On January 10, Rolls-Royce Motor Cars released a report outlining the company’s sales during the year 2021. The luxury carmaker delivered 5,586 automobiles to clients around the world, up 49% compared to the same period in 2020. This overall figure includes record sales in most regions, such as Greater China, the Americas and Asia-Pacific, and other countries across the world.
Pre-owned and new
Part of the BMW Group, the luxury car is considered a status symbol amongst HNIs. The company revealed that though there was an increased demand for all models, the Ghost and Cullinan models were particularly popular, as were bespoke commissions. The marque’s popular product, Phantom, and the company’s Provenance (pre-owned) programme disclosed notable sales. The orders for Rolls-Royce Motor Cars extend well into Q3 of 2022.
“Our extremely strong product portfolio, an exceptional bespoke offering, together with the first full year of availability of Ghost, the launch of Black Badge Ghost in October and the continuing record demand for bespoke personalisation, has contributed meaningfully to our extremely strong performance,” said Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars.
All about Ghost
The redesigned Rolls-Royce Ghost sedan, a smaller and more affordable alternative to the Phantom model, helped the British brand’s sales. The 2021 Black Badge version of the second-generation Ghost, wherein the grille and the Spirit of Ecstasy statuette is made with blackened chrome elements has proved to be popular with younger buyers, as reported by the brand. The first of the Ghost cars made their appearance in April 2009, at the Auto Shanghai show. The Ghost Series I (2009-2014) was named so in honour of Rolls-Royce’s first car, the six-cylinder Silver Ghost, named the best car at the time by Autocar (1907).
During its R&D phase, the Ghost was known as RR04. It was designed by Andreas Thurner and engineered by Helmut Riedl. After this came the updated Ghost Series II (2014–2020), which was redesigned with visual changes, including re-sculpted headlights and unbroken daytime running lights. The Rolls-Royce Ghost currently in the market was fully unveiled in September 2020. Rolls-Royce has also released a Ghost Extended or the Ghost Extended Wheel Base (EWB), a longer version with an enlarged seating area.
The Rolls-Royce Ghost sedan is priced at a cool Rs 6.95 crore to Rs 7.95 crore (ex-showroom-New Delhi).
First all-wheel drive
Another contributor to the record sales is the Cullinan SUV model, Rolls-Royce’s first all-wheel drive vehicle. The luxury SUV is named after the famous Cullinan Diamond, the largest gem-quality rough diamond ever discovered, at a whopping 3100 carats, mined in South Africa. The plan for a Rolls-Royce SUV was first revealed at the 2015 Frankfurt Auto Show, where CEO Torsten Müller-Ötvös confirmed the news. The Cullinan’s exterior front grille and the headlights have been adapted from the 8th generation Rolls-Royce Phantom. It is the only Rolls-Royce to have a glass partition between the luggage compartment and the passenger compartment. The Black Badge Cullinan is a special edition automobile with painted black exterior features, including the Spirit of Ecstasy, and interiors with carbon fibre detailing. The Cullinan sells for Rs 6.95 crore (ex-showroom-New Delhi).
When it comes to bespoke creations, Rolls-Royce has had a great year, with the release of the Phantom Oribe co-created with Hermès, the Phantom Tempus, and Black Badge Wraith and Black Badge Dawn Landspeed Collection cars. The company also started a new contemporary coachbuilding movement with Rolls‑Royce Coachbuild, and created the $28 million Boat Tail, reportedly for Jay-Z and Beyonce.
In the works
Rolls-Royce is also gearing up for the historic launch of Spectre, their first all-electric car to be launched in the fourth quarter of 2023. The Spectre will be tested via a 2.5‑million-km journey. The brand, like most other luxury automobile makers plans to go fully electric by 2030.
According to Reuters, luxury car sales have been growing in key global markets like the China and US, as wealthy buyers are left with a higher disposable income due to travel restrictions. If the sales of super-luxury cars are any indication, 2021 has been an all-round great year for HNIs the world over. Bentley recorded a 31% growth on previous year, while Lamborghini, who hasn’t released its annual sales reported for 2021, in a December interview with CNN, CEO Stephan Winkelmann said, “This year is already higher than the best year ever.” Even Rolls-Royce’s parent company, the BMW Group’s eponymous brand reported record sales of over 2.2 million vehicles in 2021, outnumbering 2019 sales even as a global shortage of semiconductors used in cars has delayed deliveries.