RECORD SALES FOR ROLLS-ROYCE
Rolls-Royce Motor Cars announced its second highest
ever annual sales result in the marque’s 113-year history, up
6% on its 2015 results. A total of 4,011 cars were delivered to
customers in more than 50 countries, affirming the brand’s
strength and resilience in a year of challenging market
conditions for luxury goods worldwide.
Torsten Müller-Ötvös, CEO, said,
“This remarkable result emphatically affirms the global
appeal of the very finest British luxury goods to the world’s
most discerning patrons. Rolls-Royce is a true Great British
manufacturing success story, one driven by the hard work
and ingenuity of the men and women employed at our Centre
of Luxury Excellence in Goodwood, West Sussex. We are
deeply committed to a long term, sustainable, successful
growth strategy and this result, amidst a backdrop of
global uncertainty, affirms this approach. 2016 has proven
the perfect year to sign off the successful first chapter of
the renaissance of Rolls-Royce. Success for Rolls-Royce is
success for Great Britain and we reaffirm our commitment to
maintaining the Home of Rolls-Royce in the UK.”
The company recorded its highest-ever sales in key global
markets including the Americas (up 12%), Europe (up 28%)
and Asia Pacific (up 5%). A number of individual markets
also exceeded previous records, notably Japan (up 51%),
Germany (up 30%), the UK – the marque’s home market –
(up 26%), China (up 23%) and the USA (up 10%).
The only major region where conditions remained difficult
was the Middle East where consumer demand for all luxury
goods was dampened by economic and political uncertainty.
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However, despite these challenging market conditions,
the Middle East ended the year as the third largest market
in 2016, while Rolls-Royce Motor Cars Dubai earned the
accolade of the highest selling dealership globally.
As part of its commitment to long-term sustainable growth,
Rolls-Royce announced six new dealerships during 2016,
bringing the global dealership network to 136. New launches
included the Rolls-Royce Motor Cars Studio in South Korea
and an innovative boutique-style concept in Dubai.
Models
Sustained global demand for Rolls-Royce’s fine products was
driven by the continued success of the Wraith and Ghost
families, which were further enhanced in 2016 with the
introduction of their new Black Badge variants. Another
major contributor was Dawn drophead which entered full
production with the strongest pre-order book ever achieved
by a new Rolls-Royce model.
2016 was also the final year of production for the seventh-
generation Phantom, with its successor due in late 2018.
Phantom retained its status as both the company’s pinnacle
flagship product and the “best car in the world”, with
customers eager to secure final Bespoke commissions to
complete their collections, and own a landmark piece of
Rolls-Royce history.
Bespoke
A highlight of the year was the successful completion of the
largest single commission ever undertaken by Rolls-Royce:
a fleet of 30 Extended Wheelbase Phantoms exclusively
designed and handcrafted for THE 13 hotel in Macau.