- 3,538 cars delivered to customers in 2011, up 31 per cent on previous year’s 2,711
- Highest annual sales in the 107-year history of Rolls-Royce; previous best was 3,347 cars sold in 1978
- Sales growth reported across all regions with Bespoke content at highest-ever levels
- Increase in sales across both Ghost and Phantom model families
- Rolls-Royce reaffirms position at pinnacle of the ultra luxury segment
Rolls-Royce Motor Cars today revealed record sales results for 2011. 3,538 cars were sold globally during the year, a 31 per cent increase on the 2010 total of 2,711 cars. The figure represents the best sales result in the company’s 107-year history; the previous record of 3,347 cars having been set in 1978 during the Silver Shadow II era.
Strong sales growth was reported across the globe, with notable results seen in Asia Pacific (up 47%), North America (up 17%) and the Middle East (up 23%). China and the United States were the most significant individual markets for Rolls-Royce. The United Kingdom performed well, reporting 30 per cent growth in the year. In Continental Europe, Germany and Russia were the largest growth markets, each more than doubling sales compared to 2010.
“We had an outstanding year in 2011 and we should take a moment to reflect on this Great British success story,” said Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars. “Our business is in excellent shape. We are developing our dealer network, moving into new markets like South America, expanding our manufacturing operation in West Sussex to meet global demand and have plans to develop our product range. At the core of this extraordinary success is a dedicated, committed and, above all, passionate workforce.”
The company’s portfolio includes the pinnacle Phantom family products – Phantom, Phantom Extended Wheelbase, Phantom Drophead Coupé and Phantom Coupé – and the more recently-launched Ghost range. Demand for all variants was strong. Interest in Ghost – including Ghost Extended Wheelbase, launched to wide acclaim in April – accounted for the lion’s share of 2011 growth.
2011 also marked a record for the Rolls-Royce Bespoke personalisation programme, a service with Rolls-Royce’s legendary hand-craftsmanship and attention to detail at its core. Nearly every Phantom family model leaving the Home of Rolls-Royce at Goodwood came with some element of bespoke personalisation, from unique paint colours, interior detailing and embroidery, to exquisite whole vehicle designs including champagne sets, humidors and picnic sets.
Bespoke sales were also enhanced by two exceptional collections in 2011, the Spirit of Ecstasy Centenary Collection and striking Year of the Dragon Phantom commissions. More Ghost clients have requested bespoke cars, creating many exceptional examples across this model range.
Last September, Rolls-Royce announced plans to expand its manufacturing plant at Goodwood, with over 1,000 people employed on site. This will help the company meet further growth in worldwide sales and satisfy demand for highly personalised Ghost and Phantom models. Expansion work will begin in February.