Rolls-Royce Motor Cars has delivered an historic annual sales record in 2019, with a global performance unequalled in the company’s 116-year history.
A total of 5,152 cars were delivered to customers in over 50 countries around the world, an increase of 25% on the previous high set in 2018. With these historic results, Rolls-Royce continues to make a meaningful contribution to the overall performance of its shareholder, BMW Group.
Commenting on the results, Torsten Müller-Ötvös, CEO, Rolls-Royce Motor Cars, said: “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.”
Worldwide Sales Growth
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. 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.
Strong Demand for All Models
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.
Cullinan: ‘Effortless Everywhere’ Delivering on its Promise
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.
Farewell to Ghost – But Not for Long!
2019 marked the end of Ghost production after 11 years of uninterrupted commercial and critical success. Since its launch at the Frankfurt Motor Show in 2009, Ghost has established itself as an undisputed modern classic. The most popular Rolls-Royce model of the Goodwood era, Ghost attracted a new audience of younger, often self-made, entrepreneurial customers to the Rolls-Royce brand. An extended wheelbase version was introduced in 2011 and an updated Ghost Series II was unveiled in Geneva in 2014. The last Ghost of the current generation left the Goodwood production line at the end of 2019.