Rolls-Royce Motor Cars PressClub · Article.
ROLLS-ROYCE MOTOR CARS DELIVERS OUTSTANDING RESULT IN 2017
12.01.2018 Press Release
Rolls-Royce Motor Cars has today announced a highly successful 2017, with a total of 3,362 cars commissioned by customers in almost 50 countries around the world. This result was achieved despite the absence of Phantom from the market and unsettled market conditions in the important Middle East market. New Phantom was unveiled in July to unprecedented worldwide acclaim by media and prospective customers alike and has a strong order book.
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- 3,362 motor cars delivered to customers in 2017 – despite the absence of Phantom.
- The Americas region retains top status.
- China returns to form with sales up 40% compared to 2016.
- Successful new launch for Dawn Black Badge.
- One of the most significant years for Bespoke in the company’s 114-year history.
- First modern coachbuilt Rolls-Royce, ‘Sweptail’, unveiled.
- Record intake for Apprenticeship Programme.
- Significant expansion of Technology and Logistics Centre.
- Major investment in Goodwood manufacturing plant in readiness for new models.
Rolls-Royce Motor Cars has today announced a highly successful 2017,
with a total of 3,362 cars commissioned by customers in almost 50
countries around the world. This result was achieved despite the
absence of Phantom from the market and unsettled market conditions in
the important Middle East market. New Phantom was unveiled in July to
unprecedented worldwide acclaim by media and prospective customers
alike and has a strong order book. Full production of New Phantom is
now underway and customer deliveries commenced at the beginning of
this year.
Torsten Müller-Ötvös, CEO, Rolls-Royce Motor Cars, said, “This
outstanding result, achieved even with our pinnacle product, Phantom,
absent during 2017, reaffirms Rolls-Royce Motor Cars as the world’s
leading luxury manufacturer. We remain committed to our stated
long‑term, sustainable, successful growth strategy and this result,
amidst a backdrop of global uncertainty, affirms this approach.”
The company recorded strong sales in key global markets, with
the Americas region retaining top status (around a third of global
sales) and China showing a return to form (sales up 40% on 2016).
South Korea was one of several countries that achieved record sales
results in 2017.
As part of its commitment to long-term sustainable growth,
Rolls-Royce announced five new dealerships during 2017, bringing the
global dealership network to 138. New launches included Atlanta (USA),
Hiroshima (Japan) and a boutique dealership in Phuket (Thailand).
Models
Sustained global demand for Rolls-Royce’s fine
products was driven by the continued success of Wraith, Ghost and Dawn
families, which were further enhanced with the introduction of Dawn
Black Badge. Black Badge is a clear indication of the modernisation of
Rolls-Royce and how the company intimately understands and responds to
customer demand and the shift in the luxury landscape.
New Phantom was confirmed by media as “the best car in the
world” in October at the global media press drive, with the car being
awarded multiple five star reviews. First customer deliveries
commenced at the beginning of this year.
Bespoke
One of the marque’s founding beliefs is that true
luxury is deeply personal, and accordingly Rolls‑Royce continued to
invest heavily in its Bespoke capabilities and the flexibility of craftsmanship.
Rolls‑Royce’s position at the pinnacle of luxury was reaffirmed
in 2017, one of the most significant years for Bespoke in the 114-year
history of the brand. The Rolls-Royce ‘Sweptail’ is the first modern
coachbuilt Rolls-Royce and redefined the richness of dialogue between
a commissioning patron and a true luxury house.
‘The Gallery’ provides an unprecedented opportunity to present
artwork within a motor car, showcasing a previously unseen level of
Bespoke craftsmanship. For the first time, patrons can commission and
curate art, free from the constraints of automotive design, in a way
that only Rolls-Royce can.
Virtually every Ghost, Wraith and Dawn produced in 2017
contained specially-commissioned and unique Bespoke design elements,
reaffirming Rolls-Royce as the world’s only truly handcrafted luxury
motor car. This position was further reinforced through its latest
Bespoke creations, which in 2017 included: ‘Elegance’ Ghost, finished
in a paint created from diamonds; Wraith Inspired by British Music,
celebrating the legacy of some of British music’s most revered rock
and vocal artists; Dawn in Fuxia, a vibrant interpretation of Dawn,
colour-matched to a flower petal, for renowned collector Michael Fux;
and ‘Spirit of Calligraphy’ Ghost, a Bespoke design that combines
Arabian heritage with the philosophy of Rolls-Royce’s founders.
Future Growth
Throughout 2017, significant building and expansion
work also continued at the Home of Rolls-Royce at Goodwood. The
company invested heavily in a new single-line manufacturing system
that is central to its long-term production strategy. The system is
now fully operational.
The Rolls-Royce Technology and Logistics Centre at Bognor Regis
was
extended in 2017 by almost 10,000m2 to meet
growing demand and in readiness for future models. The expansion gives
the purpose-built facility, located close to the manufacturing plant
at Goodwood, the same overall footprint as the Home of Rolls-Royce,
more than doubling the scale of the company’s facilities since launch
in 2003.
Rolls-Royce demonstrated its long-term commitment to supporting
future talent with a record intake on its industry-leading
Apprenticeship Programme. Almost 50 young people are currently
learning skilled trades at the Home of Rolls-Royce, with similar
recruitment levels planned for 2018. Record numbers of graduates and
interns also joined the company during 2017.
The success of Rolls-Royce is based upon an intimate
understanding of true patrons of luxury. This was echoed in the
success of the marque’s Provenance (pre-owned) and Financial Services
programmes, which both enjoyed exceptional results in 2017. These
tailored solutions reflect the way in which many of today’s customers
of luxury seek to invest in fine objects.
In closing, Mr Müller-Ötvös said, “As the world’s leading luxury
house, Rolls-Royce Motor Cars has a unique and detailed understanding
of the desires of our customers. Our business model continues to
produce growth at just the right pace for a truly rare and exclusive
brand, and we emphatically reject mass luxury. This provides the
perfect basis upon which to unveil our highly anticipated new model,
Project Cullinan, later this year.”