Rolls-Royce Motor Cars North America recorded a third consecutive year of record sales in 2016. Sales soared 12% for the year, propelled by the new Rolls-Royce Dawn. The Americas remain the largest region for the world’s premier luxury brand, and represent more than one-third of the iconic brand’s sales. Rolls-Royce Motor Cars continued to dominate the North American super-luxury arena (motor cars topping $250,000). The success is a direct result of the company’s leadership in offering a steady stream of exciting new luxury products and exclusive Bespoke features for the most discerning clients in the world, Rolls-Royce Motor Car owners.
“The continued excitement for the brand grew this year as we began delivering the all-new Rolls-Royce Dawn, the sexiest Rolls-Royce Motor Car ever,” said Pedro Mota, President of Rolls-Royce Motor Cars North America. He added, “But we are not resting on the success of Dawn alone, even as it enters its first full-year in 2017. Ghost and Wraith continue to deliver a one-of-a-kind luxury experience and we are adding a new element to the mix with Black Badge, a darker, edgier side for new Ghost and Wraith clients. Growth is not our objective, it’s a reward. A reward for offering unique luxury items, Bespoke motor cars that our clients can find nowhere else.” The brand also retired the Phantom VII at the end of 2016 and is preparing to unveil the next generation, Phantom VIII, in the coming year.
Rolls-Royce Motor Cars’ retail network continues to invest for a bright future in the Americas. Seven of the brands 42 retail partners are in the process of renovations, ranging from expansion to totally new state of the art facilities. “Since the launch of the Phantom in 2003, our offering has grown from a single product, the ultimate in luxury motoring, to a fully mature range of luxury motor cars,” shared Mota. He added, “Our retail partners must remain prepared to offer the world-class sales and service experience our owners have come to expect.” For 2016, California, Florida, the New York Metro Region and Chicago were the most vibrant markets for the brand; however, it saw improvements throughout the Americas.
In 2016, Rolls-Royce Motor Cars also delivered more than 500 Provenance Motor Cars to “subsequent owners” in the Americas.
Globally, Rolls-Royce Motor Cars announced 2016 sales of 4,011, +6% over 2015 and the second-highest level ever recorded in its 113-year history. “This remarkable result emphatically affirms the global appeal of the very finest British luxury goods to the world’s most discerning patrons of luxury,” said Torsten Müller-Ötvös, CEO of Rolls-Royce Motor Cars.
He added, “As our Goodwood manufacturing plant readies itself for the model families that will serve as the foundation for our future, we reaffirm our long term commitment to continuing our proudly-held tradition of manufacturing, designing and engineering in Great Britain. Indeed, neither we, nor our customers, could conceive of creating Rolls-Royces anywhere else in the world.”