Rolls-Royce Motor Cars, the luxury automaker under BMWYY, has announced record sales for 2023, despite challenges such as elevated interest rates, geopolitical uncertainty, and general price increases. The Goodwood, England–based company reported the sale of 6,032 cars to clients, marking its highest sales figure in its 119-year history. This achievement comes amid ongoing economic uncertainties and market volatility. While the record year only saw a modest increase of 11 cars compared to 2022, which had experienced a 7.8% growth in sales, the ultra-high-net-worth clientele continued to invest in bespoke Rolls-Royce automobiles.
Rolls-Royce highlighted that the United States remained its largest single market, followed by China, with Europe, the Middle East, and the Asia-Pacific regions also witnessing record sales. Although specific geographical sales breakdowns were not provided, the company has previously indicated that the U.S. constitutes 35% of its total sales.
Chris Brownridge, the new Rolls-Royce CEO succeeding Torsten Müller-Ötvös, stated that 2023 was another extraordinary year for the company, showcasing strong sales performances across all regions and the entire product portfolio. The Cullinan SUV led the product range as the most popular Rolls-Royce globally, followed by the Ghost sedan, with demand for all models remaining exceptionally strong.
Rolls-Royce’s efforts to engage younger buyers included introducing newer models like the Ghost and Phantom sedans, along with the highly anticipated Spectre EV. The Spectre EV, Rolls-Royce’s first electric vehicle, began deliveries in Q4, and the company aims to transition to a fully electric lineup by 2030. The Spectre has garnered significant interest worldwide and among younger clients, supporting Rolls-Royce’s bold move toward an all-electric strategy for future model development.
Additionally, Rolls-Royce reported increased sales and interest in its high-margin bespoke commissions, favored by clients in the U.S. and the Middle East who prefer personalised additions to their cars. The company has also embraced its “coach-built” business, producing extremely limited-edition versions of certain cars for longstanding customers, such as the unveiled “Rose Noire Droptail” at Pebble Beach last summer, featuring a dramatic convertible design with an estimated $25 million price tag.