When an automaker declares that it sold just 5,152 cars total in one year, any critical industry follower might think it was a pretty tough year. But when that automaker’s vehicles’ prices start in the low $300K price range, and escalate in amounts multiple to that, it becomes much of a different story.
And that’s what luxury automaker Rolls-Royce Motor Cars did last year, with it posted a selling record of 5,152 cars to customers in over 50 countries across the globe, representing a 25 percent jump from the previous high set in 2018.
Now 25 percentage sales growth is not an insignificant figure when considering how pricey these cars can be. It reflects the strength of the product offering balanced with the exclusivity that Rolls has cultivated over the years.
Not surprisingly, in achieving these numbers, Rolls-Royce reported sales growth in every one of its key global markets, led by North America (around a third of global sales), followed by China and Europe.
In a statement, Rolls-Royce’s CEO, Torsten Muller-Otvos said, “While we celebrate these remarkable results, we are conscious of our key promise to our customers, to keep our brand rare and exclusive”.
Key to that growth was the debut of one of its most important vehicles: the Cullinan SUV. This posh brute was the brand’s fastest-selling new model in its history, although not without some criticism leveled by a few critics, and some of Rolls’ more traditional fans.
Rolls Royce did take a page out of every luxury automaker’s playbook and came out with an SUV, and its looks are a little controversial, but the fact that a huge part of the company’s sales growth in 2019 is due to the Cullinan speaks for itself.
In addition to the Cullinan, another key component of growth for Rolls-Royce in the future will be its Black Badge line of vehicles. The brand recognizes the key to success is going after younger affluent buyers.
The all-chrome looks and “magic-carpet ride” nature of traditional Rolls vehicles is not the millennials’ cup of tea, so designers replaced the shiny bits with black, onyx-like materials, stiffened the suspension and upped the power, giving these cars a sportier look and feel.
Reports say, the average age of the Black Badge buyer is significantly lower than the traditional Rolls-Royce buyer. Whatever is the case, the queation remains whether Rolls Royce can keep up the sales growth and maintain that all-important exclusivity 2020.
MIKE OCHONMA
