Currently reading: Rolls-Royce boss: "We will never be a volume-driven business"

Luxury firm posts record figures but vows to prioritise the rarity of its cars with sub-10,000 annual sales

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.

"Let me be absolutely clear: Rolls-Royce is not, never has been and never will be a volume-driven business," he said. 

"We're no longer simply an automotive manufacturer: we have transited into becoming a true luxury house, focused on creating the very best and most precious luxury products in the world.

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