Rolls-Royce Motor Cars has announced record 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 percent on the previous high set in 2018 (4,017 units).
Commenting on the results, Torsten Müller-Otvos, 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 percent 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.”
Growth across all regions
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 (including UK). Individual countries that achieved record sales results include Russia, Singapore, Japan, Australia, Qatar and Korea.
Strong demand for all models
In 2019, Rolls-Royce motor cars were sold in more than 50 countries worldwide through a global network of 135 dealerships.
The Phantom retains its place as the company’s pinnacle product, with the 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, saw 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 the Ghost, Dawn and Wraith variants, all of which were highly sought-after by customers, according to the luxury carmaker. In its first full year of availability, the super-luxury SUV has become the fastest-selling new Rolls-Royce model in history.
The year 2019 marked the end of the Ghost’s production after 11 years of uninterrupted commercial and critical success. Since its launch at the Frankfurt Motor Show in 2009, the 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. The Ghost’s successor is due for launch in mid-2020, after five years in development.
Meanwhile, global demand for Rolls-Royce Bespoke reached a new peak in 2019. The Bespoke Collective at the home of Rolls-Royce in Goodwood, West Sussex, comprises several hundred creative designers, engineers and craftspeople. Among the year’s Bespoke highlights was the Zenith Collector’s Edition of Rolls-Royce Ghost, limited to just 50 examples to mark the end of its remarkable 11-year reign.