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Rolls-Royce Motor Cars Delivers Outstanding Result In 2017

Rolls-Royce Motor Cars has 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.

  • 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.

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).


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.


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.”

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