Rolls-Royce's total global deliveries in 2021 doubled year-on-year, the best result since its establishment 117 years ago

Reporter | Li Wenbo

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On January 10, Rolls-Royce, the world's leading luxury car brand, announced its full-year sales performance for 2021: 5,586 new cars were delivered overall, an increase of 49% over the same period in 2020, the best performance since the brand was founded 117 years ago.

Rolls-Royce grew in all markets around the world, with multiple markets in the world, including China, the United States and Asia Pacific, setting record sales records.

All Rolls-Royce models on sale are in short supply. Among them, the new generation of Gusta has significantly contributed to the growth of sales. The Fast Black Badge was introduced in October 2021 and its market demand has risen further. Cullinan and Mirage continue to lead the market performance, with customer orders scheduled for the third quarter of 2022. At the same time, the annual sales of Rolls-Royce's "original guaranteed changing car" in 2021 also hit a record high.

It is worth noting that Rolls-Royce's Bespoke haute couture business is the same as in 2020, and the Phantom "Tianluo" Collector's Edition, Black Badge Phantom and Black Badge Shadow's "Land Speed" Collector's Edition have all been well received by users. Body customization is an important part of Rolls-Royce's future product matrix, under this idea, Rolls-Royce released a new work of body customization - "floating".

In terms of the much-talked about electrification process, Rolls-Royce announced that it will launch its first pure electric vehicle , the "Shining" - by the fourth quarter of 2023. The new electric car has begun its global road test journey, and the 2.5 million kilometer road test of the "Shining" will cover all four continents of the world, which is equivalent to the cumulative mileage of a Rolls-Royce car for more than 400 years.

The Shining will be a two-door GT station wagon with a unique long hood and line proportions, and Rolls-Royce Ceo Torsten Müller-tvs insists that there won't be much of a gap between the Production Version of the Shining and the prototype. This means that the Shining will likely make it a viable alternative to the Phantom, which debuted in 2013.

Rolls-Royce Automotive CEO Torsten Müller-tvs

Rolls-Royce showed off the Phantom-based 102EX concept car in 2011, which was designed primarily to confirm the viability of electric motors as an alternative to high-displacement gasoline engines.

The subtle visual difference between this disposable product and the mass-produced product hints at the evolution of Rolls-Royce's approach to design in the electric age. Toston Muller Utfords strongly hinted that although there were no gasoline engines to cool, the company's iconic majestic front grille would also be present in some form.

The more aggressively styled 103EX Concept, released in 2016, provides clues to the direction of Rolls-Royce's EV design plans, and although the Shining adopts a more traditional silhouette, as well as a more production-friendly design, the connection is clear.

Rolls-Royce has always stressed the importance of pure electricity, opposing the trend towards hybrids as transitional products. As a result, it does not electrify its existing powertrain. Toston Müller Utphs promised a "smooth transition" from gasoline to pure electric and promised that the V12 engine would be in use for a "long time."

By 2030, when the company electrifies, gasoline engines will leave, ending 126 years of production of internal combustion engine vehicles.

In order to deliver customer orders as quickly as possible, Rolls-Royce employees are currently operating at full speed at near maximum man-hours and working in two shifts.

In response to the need for brand electrification, Rolls-Royce has increased its investment in talent development, and the Rolls-Royce Apprenticeship Program will receive a record number of talent development in 2022, with 37 apprentices joining the program in September 2022.

In this regard, Rolls-Royce Automotive CEO Toston Muller Utfords said, "2021 is a rolls-Royce phenomenon year. This year, we reached a brand high in deliveries worldwide. The market response has been outstanding since the first year of its existence. Bespoke's demand for haute couture is a new record, and the company is making preparations for the first pure electric vehicle. Based on this year's results, Rolls-Royce will further evolve into a true luxury brand, rather than being limited to traditional car manufacturers. ”