Compilation / Zhang Gull
Editor/ Zhang Linyu
Design / Zhao Haoran
Source/ This is Money/CNN, by Ray Massey/Peter Valdes-Dapena
Entering 2022 means that we have spent two full years in the shadow of the new crown epidemic. At a time when many industries are still sullen, the luxury car segment, including the ultra-luxury segment, has ushered in its own new peak.
British ultra-luxury car manufacturer Rolls-Royce recently announced that a total of 5586 models will be delivered in 2021, compared with 3756 in 2020, a sharp increase of 49%, which is also the highest annual sales in Rolls's history in 117 years. In addition, luxury car brands such as Bentley and Lamborghini have also set their own sales records.
Rolls-Royce annual sales change (2007-2021)
Life must be full of joy
Rolls-Royce Motors CEO Torsten Müller-tvs believes that covid-19 has actually "fueled" a record sales boom.
We have all seen too many regrettable and sad news around us or on the news, and it is inevitable that we will have a new understanding of life. Uteforth said: "After experiencing the turmoil of the new crown epidemic, the mentality of the super-rich now is to have fun in time. Human life is short, and we must live in the present moment. ”
Due to the traffic restrictions caused by the epidemic, we can no longer travel as freely as in the past. This is probably the case with the plutocrats, who began a new pleasure of online shopping at home, and in fact, the luxury industry around the world is profiting from it, including personalized cars.
Rolls-Royce owns a boutique factory in the town of Goodwood in West Sussex, England, and the commission for personalisation alone reached record levels long before delivery. Customers typically spend 2 times the basic list price to customize the vehicle to their personal preferences. Sometimes with communication and changes in the design process, the final payment order amount may be higher.
Uteforth added that while 2021 is still a turbulent and challenging year, the biggest challenge for the classic brand is not finding customers, but meeting unprecedented demand. He believes Rolls-Royce is the undisputed leader in the field of super luxury cars that cost more than £250,000 (2.18 million yuan).
Rolls-Royce CEO Toston Muller Utfords
The production line is in full bloom
Rolls-Royce claims that demand is high for all models, notably the Ghost and Cullinan SUVs, which include most sales regions throughout Asia Pacific and the Americas, as well as record sales in several countries around the world, each accounting for 40% of total sales.
Gust▼
Cullinan SUV ▼
In addition to these two leading models, Rolls-Royce has other noteworthy achievements in the past 2021:
The first all-electric production car, the Spectre, was road-tested at the end of 2021 and will be launched in Q4 2023; the Black Badge Ghost was launched in October 2021; and one of the high-profile independent commissions, the £20 million (170 million yuan) custom Boat Tail, was also unveiled in 2021.
Spectrum ▼
Gust Black Badge ▼
Coachbuilt boat tail▼
The increase in sales was largely driven by Gust, which surged further after the introduction of the Gust Black Badge version. Coupled with the long-standing strengths of Cullinan and the brand's pinnacle Phantom, orders are currently awaiting on the Rolls-Royce production line until Q3 2022.
Body customization and traceability program
The appearance of the custom stern also marks the official launch of Coachbuild, Rolls-Royce's haute couture division. The car's aluminum body panels are hand-molded using ancient body-building techniques, and Rolls-Royce took nearly 4 years to complete the work on the project, with 8 months on the chassis alone and 20 people working on it.
It is clear that Rolls-Royce is working to restart the old bodybuilding movement, and Coachbuild will be a fixture in the future portfolio.
In addition to launching a bodybuilding project, Rolls-Royce has launched the official certified used car program Provenance, which adds a distinguished identity to used cars and offers a full range of services.
This used car certification program also includes personalisation, with customers having the option to embroider family badges, decorate the roof or interior, or even add cool heavy metal. At present, this special project has attracted a lot of attention.
It is worth mentioning that the average age of Rolls-Royce buyers has dropped to 43 years old. In this regard, the customization of the black badge is the decisive factor. Nearly a third (27%) of Rolls-Royce customers choose to customize a "black badge" for their luxury car. The black badge includes a cool all-black grille and a personality design, primarily geared towards the trendy young millionaire market.
Cullinan's black badge customization ▼
Continuous development
Rolls-Royce said it will continue to meet the surge in demand for its existing product portfolio through flexible manufacturing processes and the dedication of more than 2,000 employees around the world, rolls-royce said.
Rolls-Royce's plant in Goodwood is currently operating at maximum capacity, fulfilling orders from customers around the world in two shifts.
It stressed that Rolls-Royce will continue to invest in its manufacturing plants, prepare for electrification and invest in future talent, with 37 new apprentices to join the company in September 2022. The company is planning to build a new paint shop and potentially recruit more employees.
Rolls-Royce's plant in Goodwood▼
The overall boom in the luxury car sector
In addition to Rolls-Royce, other luxury car brands have also announced positive results.
Bentley disclosed its 2021 sales figures, the luxury brand also from the UK, setting a record delivery record of 14,695 units worldwide. The numbers mean Bentley has set a record for two consecutive years – this time last year, it announced 11,206 units sold in 2020.
Adrian Hallmark, Chief Executive Officer of Bentley, said: "These record numbers are a positive sign of the strength of the Bentley brand. ”
Bentley's sales grew by 31 percent in 2021, largely to the continued success of the SUV model. The Bentley Bentayga SUV is now in its fifth year on the market and will account for 40% of all Bentley sales in 2021.
The Americas and China remain Bentley's largest markets. This accounted for 57% of total sales. The UK accounted for 9%, up 14% from the 2020 figure.
Bentley Bentayga Hybrid Version ▼
On January 12, local time in Italy, Automobili Lamborghini also released its own 2021 sales results. It also created the best sales performance ever, with 8405 vehicles delivered worldwide. This represents a 13% increase compared to 2020 and growth in all sales markets around the world.
The model that contributed to Lamborghini's sales record was the Urus Super SUV, which delivered 5,021 units.
Lamborghini said this gratifying number also represents the ability of brands to thrive even in difficult times.
Stephan Winkelmann, Chairman and CEO of Lamborghini, said: "This record represents the solidity of our strategic plan, the outstanding international reputation of the brand, and the exceptional professionalism and hard work of our dealers, who are still with us during this challenging and unstable time. ”
Lamborghini Urus SUV ▼
Aston Martin announced earlier that it had achieved its goal of selling around 6,000 vehicles to wholesalers in 2021. Ferrari has not yet released its 2021 sales figures.
Although these figures do not seem to be outstanding, considering the unit price of at least 2 million yuan, these combined sales are only 5 figures, which still marks the unprecedented success of luxury cars.
While Rolls-Royce did not publish the accounts separately from parent company BMW, industry experts who delved into the data estimate that the company is now the world's most profitable car company, alongside Italy's Ferrari, with an estimated return on investment of 50 percent.