Rolls-Royce ‘Bespoke’ Customization Program Leads to 2022 Record Sales

Rolls-Royce Motor Cars Limited, better known as simply Rolls-Royce, hit an unprecedented sales record in 2022. While the company increased its production by nearly 50 percent in 2021, it had never breached the 6,000-car mark. Combining enormous demand for luxury goods and the Rolls-Royce Bespoke customization program, 6,021 Rolls-Royces rolled off the line in 2022.

Throughout its 118-year history, Rolls-Royce’s vehicles have been known for their opulence, elegance, and eye-watering MSRP. With the current Cullinan, Dawn, Ghost, Phantom, and Wraith models, Car and Driver states the least expensive fetches $343,000. Sheer production numbers also show a Rolls-Royce is more popular to look at rather than own. Rolls-Royce Pasadena says the company has averaged building just 4,000 cars per year over the past decade. At the height of the Great Recession in 2009, they only made 918.

During the COVID-19 pandemic, despite market volatility, Rolls-Royce saw an immense increase in sales. Autoblog reports that in 2021, its sales rose 49 percent to 5,586 vehicles. All-time records were set in China, North America, and most other regions. Rolls-Royce CEO Torsten Müller-Ötvös said the “struggle was not…attempting to find customers, but rather producing enough product to satisfy huge customer demand.”

Demand was even more significant in 2022, culminating in eight percent year-over-year growth, CNBC reports. A press release states that Rolls-Royce set sales records in North America, Europe, the Middle East, and Asia-Pacific regions. Yet, demand for a “base model” Roller didn’t bring the company waves of potential owners. In fact, it was the extraordinarily lavish Rolls-Royce “Bespoke” customization program.   

The Rolls-Royce’ Bespoke’ customization program 

The CEO of Rolls-Royce standing next to a Rolls-Royce model
Rolls-Royce CEO, Torsten Müller-Ötvös | Rolls-Royce

For those who wax poetic about the art of coachbuilding, Rolls-Royce is set to satisfy nearly any desire. The Rolls-Royce Bespoke customization program will lead potential owners into the company’s philosophy that “Rolls-Royce is more than a motor car.”

One may think the Rolls-Royce Bespoke customization program is little more than a list of wildly expensive options. After all, each owner who took advantage of the Rolls-Royce Bespoke customization paid over half a million dollars for their uniqueness. However, the company’s invitation-only “Coachbuild” segment provides “endless possibilities” for tailoring. “Conception of a Coachbuild motor car begins with a single line on paper,” Rolls-Royce says. Moreover, it asserts that designs are “free of time constraints or limitations.” 

Will Rolls-Royce sell even more cars in 2023? 

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2023 Rolls-Royce Phantom: Why Change Perfection?

As the company marks the 20th anniversary of its home at Goodwood, some may think it will ramp up production. Yet, the CEO quells concerns that Rolls-Royce will follow suit with their luxury cars. Most of the 150 jobs created at Rolls-Royce over the past year will be dedicated to maintaining “unrivaled creativity.” 

“As a true House of Luxury, sales are not our sole measure of success,” Müller-Ötvös said. “We are not and never will be a volume manufacturer.” He explained that client commissions and requests have become “ever more imaginative and technically demanding – a challenge we enthusiastically embrace.”

While Rolls-Royce celebrates hitting the 6,000-car mark, the company is continuing with plans to expand its product portfolio in 2023. Later this year, the company will launch the world’s first ultra-luxury EV coupe: the Rolls-Royce Spectre.