Rolls-Royce boss Torsten Müller-Ötvös has vowed that the luxury marque will prioritise exclusivity over increasing volumes beyond the record figures achieved in 2021.
Outlining Rolls-Royce's bumper sales figures for 2021, which include volume rising by 49% and sales increasing in all key markets, Müller-Ötvos was quick to pour cold water on any suggestion that the British brand will seek to become more mainstream.
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As a company that prides itself on perfection I very much doubt he said: Bespoke is Rolls-Royce, and the 'principle' reason our customers come to us..." etc
I'd certainly hope that Rolls Royce will never be a volume manufacturer,but once each Rolls Royce was a bespoke creation as the company only supplied the chassis and it was up to the individual customer to specify what coachbuilder would build and fit out their car. Since the introduction of the unibody Silver Shadow in the sixties this was no longer available but Rolls Royce still made fine cars which reflected the best traditions of British craftsmanship. The clientele consisted of the creme da la creme being the car of choice of royalty and other heads of state,but now it seems that as long as you've got the money you can buy one and that with the increase in sales volume,the cachet that the marque once had has gone out of the window.
We will never be a volume-driven business, if your making money your not all of a sudden going to start making Vans and Trucks are you?