ANNUAL GLOBAL SALES RESULTS 2023
In 2023, Rolls-Royce delivered 6,032 motor cars to clients across more than 50 countries worldwide. More than ever before in the marque’s 119-year history, the total number of commissions was in line with expectations of the luxury house. 2023 also saw a record level of Bespoke projects for the brand as all Rolls-Royce motor cars are hand-built at the marque’s home in Goodwood, UK. North America continued to deliver strong demand, not only in volume but more importantly in bespoke value. The United States remains the marque’s largest market.
Cullinan was the most commonly requested commission both in standard and Black Badge commissions for clients in North America and worldwide. Ghost remains popular and saw some of the most complex Bespoke and Collection projects ever, including Black Badge Ghost Ékleipsis. Phantom remains the pinnacle member of the Rolls-Royce family, also seeing record levels of bespoke value and continued strong demand. Phantom Syntopia, the most technically complex Bespoke project ever for Rolls-Royce, was delivered in 2023.
Rolls-Royce unveiled Spectre to the world in October 2022, with first cars deliveries to North American clients only weeks ago. The first all-electric series Rolls-Royce in history has attracted enormous interest worldwide, particularly among younger clients, setting a clear direction of travel and establishing a solid foundation for the marque’s bold electric future.
GLOBAL & REGIONAL SALES
Rolls-Royce reports sales growth in the majority of the markets in which it operates, with deliveries reaching new record levels in the Middle East, Asia-Pacific and Europe regions.
The USA was Rolls-Royce’s single largest market worldwide, while Greater China remained the marque’s second-largest market. Record sales were achieved in Europe, where the UK is the largest single market. Record annual sales and year-on-year growth in the Asia-Pacific region were fueled by a strong performance in Korea, whose dynamic, vibrant economy is reflected in a rapidly expanding luxury market.
BESPOKE: DEFINING THE BRAND
Every motor car hand-built at the Home of Rolls-Royce includes some element of Bespoke, the company’s unique program offering personalization possibilities which are limited only by the client’s imagination. In 2023, Bespoke commissions reached new record levels by both value and number; the technical innovations required to deliver specific projects saw Rolls-Royce file several new patents during the year.
Bespoke projects completed in 2023 included many ‘firsts’ for the marque that were also technical innovations. These included the scent-release mechanism concealed in the headrests of Phantom Syntopia, which incorporated technology originally developed for medical applications, while many Bespoke paint finishes achieved in 2023 required entirely new materials, techniques, and formulations to achieve.
The year’s commissions also created new opportunities in the use of rare and beautiful materials and intricate craft techniques. These included: exquisite mother-of-pearl inlays for ‘The Pearl Cullinan;’ hand-perforated leather seats for Black Badge Cullinan Blue Shadow; Starlight Headliners incorporating mesmerizing celestial animations for Black Badge Ghost Ékleipsis; and exquisite hand-painted Gallery artworks for Phantom ‘Inspired by Cinque Terre.’
BUILDING FOR THE FUTURE
In 2023, Rolls-Royce submitted plans for a major new investment to modernize and upgrade its manufacturing facilities. The plans will enhance and extend the marque’s Bespoke and Coachbuild capabilities as well as support production of its future all-electric product portfolio. This significant investment represents the single largest injection of new capital at the Home of Rolls-Royce since the site opened in 2003. This reflects the scale of the transformation in the company’s size, activities, commercial success, and global influence in the intervening two decades.
OUTLOOK
Rolls-Royce Motor Cars does not provide volume forecasts. According to Fritsches, “Rolls-Royce Motor Cars NA already has a strong level of orders for 2024 including many intricate and complex Bespoke projects we hope to deliver to our North American clients in the coming year. Our quest is for ever-increasing value, not volume, of Bespoke Rolls-Royce commissions.”
