Crisis? What crisis for Rolls?
Luxury car maker, Rolls Royce declared record sales in 2011, with custom-made cars and components at highest-ever levels.
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The Rolls Royce range outside the factory in Goodwood, England Image: Rolls Royce Motors |
Recession? What recession? These were the questions being asked around the Boardroom table of Rolls Royce after delivering a record 3,538 cars in 2011 to customers around the world.
The BMW-owned, iconic luxury brand, saw a 31% year-on-year improvement in sales, beating its previous 1978 record by almost 200 vehicles - a significant volume given that each vehicle is hand-built.
Unsurprisingly, the Asia-Pacific region - and China in particular - was the driving force behind the sales record, with China revelling in its relatively new-found wealth. This is apparently a trend that is unlikely to peak any time soon.
While the US and Middle East were the second and third biggest-selling regions, the wealthier residents of Rolls' birthplace and continued country of manufacture, the UK, still retain a fondness for the brand which puts it in third place amongst the car makers' individual country sales.
The modest Ghost model range, with a starting price of a mere £165,000 ($257,000), helped to drive the record sales, while bespoke vehicle builds also added significant revenue - not least of these being the Year of the Dragon Phantom range, aimed squarely at the Chinese market. Customised elements include everything from unique paint colours to cigar humidors and picnic sets.
Although Rolls Royce CEO, Torsten Müller-Ötvös, claimed that the company was preparing for a downturn next year, it is highly likely that the Rolls brand will continue to retain it's position as the world's leading ultra-luxury car brand for the forseeable future.
