► Total sales for 2024 are down 5%
► Big-money Bespoke projects are up
► Stablemate to successful Spectre EV to be revealed in 2025
Rolls-Royce has ended its run of ever-increasing sales figures with a drop of 5% in 2024. But no tears are being shed at Goodwood, as its lucrative Bespoke customisation division is booming.
The sales increase in recent years has been led by the Cullinan SUV, but in 2024 its top spot was rivalled by the Spectre coupe, Rolls-Royce’s first electric car. In Europe the Rolls-Royce Spectre outsold the Cullinan, while in the Americas, the Middle East and Asia Pacific the EV was second to the SUV. A second EV will be shown later this year, but Rolls is not revealing any details yet.
The year’s total was 5712, down from 2023’s 6032, but still the company’s third-highest total ever. The total was ‘in line with the marque’s forecasts and expectations’, it said.
Chief executive Chris Brownridge said the best-ever results from the Bespoke division – up 10 per cent – ‘demonstrate our clients are increasingly drawn to the marque to create ever more ambitious and valuable motor cars, thereby enjoying the exceptional and highly personalised experience that Rolls-Royce ownership unlocks.’
Recent Bespoke projects included in-cabin gold sculptures, embroidery and mother-of-pearl adornments. The long-wheelbase version of the Phantom attracted the most Bespoke commissions, while the Middle East was the region with the most Bespoke clients. Overall, North America remains the company’s biggest market.
In order to be able to do more Bespoke and one-off Coachbuild projects, work is under way on a £300 million extension at Goodwood, making room for ever more elaborate customisation work. The new building will also ease Rolls-Royce’s transition to an all-electric future.