Chili Motors Data Reference: Although the global automotive industry was shrouded in the dual impact of lack of cores and the new crown virus epidemic last year, German luxury car manufacturer Rolls-Royce has seen a surge in sales and hit a new 100-year sales record.
Rolls-Royce announced that in 2021, it sold 5,586 cars to customers in more than 50 countries and regions around the world, an increase of 49% year-on-year, setting a record for the company's best record in 117 years. Sales in Greater China, the Americas and Asia Pacific hit new highs, with an average car owner aged 43 and an average selling price of more than $250,000.
In other words, last year's lack of core and epidemic did not have any impact on the production and sales of Rolls-Royce, a super luxury brand. Rolls-Royce CEO Tosten Miller-Utfords explained that the epidemic has made many consumers feel that life is shorter and they have to enjoy life, coupled with the reduction of spending in some aspects, many people will be more willing to pay for luxury cars.
While this explanation is tempting for the wealthy to have fun in a timely manner, some media outlets quoted an industry report released by Bain & Company as showing that global personal luxury sales rose about 29 percent last year to 283 billion euros, more than 2 trillion yuan. This also seems to confirm that the rich are indeed generous enough to spend under the influence of the epidemic. However, if compared with 2019, the sales of personal luxury goods in 2021 will exceed 1%, which can only be regarded as a relatively fast recovery reversal, and the gap with the performance of the normal period is not very large.
Some insiders believe that this may be related to the convenience of luxury cars and other personal luxury goods. Bain's report also shows that under the impact of the COVID-19 pandemic, 90%-95% of personal luxury spending occurs locally, and only 5%-10% occurs during travel. Before the outbreak of the epidemic, the two were basically equally divided. The reduction in other expenses, such as travel, is conducive to shifting consumption to super luxury cars and other personal luxuries.
From this point of view, the epidemic has become the driving force for Rolls-Royce's strong growth in 2021.
Rolls-Royce Automotive CEO Toston Muller Utfords also said that based on this year's successful results, Rolls-Royce has further evolved into a true luxury brand, rather than being limited to traditional car manufacturers.
But after the epidemic, I don't know if his Rolls-Royce can still spend as much as last year.
At present, Rolls-Royce has a total of five models sold in China, namely Phantom, Gusta, Cullinan, Phantom and Shadow, with prices ranging from 4.73 million to 9.2 million yuan. According to the data provided by the number of new car traffic insurance purchases, Rolls-Royce's sales in China in 2021 were 1653 units, a year-on-year increase of 44.24%, just slightly lower than its overall growth rate of more than 4 percentage points, which shows that its sales in China are also very large.