Rolls-Royce has never been about volume, but it certainly helps when sales numbers are consistently flat. In 2024, the ultra-luxury brand segment of the BMW Group will not set a record as it did in the previous two years. However, it managed to achieve the third best annual sales result in the company’s illustrious history.
It shipped 5,712 vehicles, a third of which were purchased by customers from North America, the largest sales region. RR models were especially popular in southern states such as Florida, Texas, and California. North America was also the second highest region for custom vehicles, shortly after the Middle East but ahead of Europe. In 2024, shipments of custom designs increased by 10% compared to the previous year.
In 2024, RR introduced facelifts for the Ghost and Cullinan models. Sedans and SUVs have received the hot Black Badge treatment once again, prompting the Goodwood-based brand to say it has technically launched four cars in the past year. However, these updated vehicles did not significantly impact sales figures. Deliveries of the Ghost Series II and Cullinan Series II will begin toward the end of 2024.
RR claims that the average sales price of custom design grew significantly in 2024 among US customers. The BMW-owned specialist carmaker says it has delivered “several more complex commissions” to buyers from America in the past 12 months. To understand how much money Rolls-Royce customers spend on their prized possessions, people spent €500,000 ($521,000) on average in 2022.
With 6,032 cars shipped to wealthy individuals, 2023 remains Rolls-Royce’s best year ever. And 2022 was not far behind, with 6,021 units delivered worldwide. That was the first year that shipments exceeded the 6,000-unit mark. The company wants to attract more buyers in 2025 by investing in its visual identity and showroom concept.
Although 2024 was not a record year for Rolls-Royce, it was the first year without the Dawn and Wraith in the portfolio. Production of the V12-powered convertible and coupe will end in 2023.