Rolls-Royce car sales benefit from ‘life may be short’ mentality

The boss of luxury carmaker Rolls-Royce says the Covid-19 deaths helped the brand sell a record number of cars last year as wealthy motorists flocked to their homes after realising ‘life can be short’ shot.

Torsten Müller-Otvös said the BMW-owned company sold 5,586 vehicles this year, a 49 percent increase from 2020 and its highest level ever.

“A lot of people watching people in their communities die from the coronavirus makes them think that life may be short and that you’re better off living in the moment than postponing it later. It also helps [Rolls-Royce sales] quite large. “

Nearly 5.5 million people worldwide have died from Covid in the worst pandemic in a century. According to the Office for National Statistics, 88 people have died in Chichester, West Sussex and nearby villages where the Rolls-Royce factory is located.

Global demand for the brand’s vehicles has risen, with sales rising in every major market.

Growth was led by China and the Americas, each accounting for around 30% of sales, Europe at 20% and the Middle East at 10%. Sales in South Korea and Russia were also strong, Müller-Ötvös said.

“All markets around the world are booming. This is something I’ve never seen before,” he added.

While mainstream automakers were hit last year by a lack of semiconductors, Rolls-Royce was able to avoid the squeeze in part because it made fewer cars and therefore needed fewer chips.

Müller-Otvös said its owner BMW, which also owns the Mini brand, was able to help nameplates source the chips they needed.

“We’ve been working hard to get all the chips that the car needs,” he said.

Sales were driven by the Rolls-Royce Utility Garage Reinan as well as the new Ghost model.

The brand, which currently only sells 12-cylinder petrol engines, will release its first electric car, the Spectre, late next year, and is preparing to become a fully electric model by 2030.

The typical Rolls-Royce buyer, Müller-Otvös said, “has no problem with infrastructure” because they are able to charge at home or in the office.

He added that the average age of a Rolls-Royce customer dropped to 43 during the year, meaning “for every 60, you need a 20-year-old”.

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