Rolls-Royce continues to drive the culture by introducing new and breathtaking products. No surprise that the Daniel Woodfield Media client has seen massive growth over the past three years. Here is the press release straight from Rolls-Royce HQ.

 Second highest sales in the marque’s 113-year history.

 4,011 motor cars delivered to customers in 2016, an increase of 6% on 2015.

 Record performances in all global regions, with exception of Middle East.

 The Americas retains top region.

 Record results in several individual markets, including USA, Japan, UK and


 Successful new product launches: Dawn, Wraith Black Badge and Ghost Black


 Record results for Bespoke personalisation division.

 Rolls-Royce Motor Cars Dubai highest selling dealership globally.

 100 new jobs created at the Home of Rolls-Royce.

 Apprenticeship Programme celebrates 10 th anniversary with record intake.

 Significant expansion of Technology and Logistics Centre announced.

 Major investment in Goodwood manufacturing plant in readiness for new models.

Rolls-Royce Motor Cars has today announced its second highest ever annual sales

result in the marque’s 113-year history, up 6% on its 2015 results. A total of 4,011 cars

were delivered to customers in more than 50 countries, affirming the brand’s strength

and resilience in a year of challenging market conditions for luxury goods worldwide.

Rolls-Royce Motor Cars

The Drive, Westhampnett, Chichester, West Sussex PO18 0SH

Telephone +44 (0)1243 384000

Torsten Müller-Ötvös, CEO, said, “This remarkable result emphatically affirms the

global appeal of the very finest British luxury goods to the world’s most discerning

patrons. Rolls-Royce is a true Great British manufacturing success story, one driven

by the hard work and ingenuity of the men and women employed at our Centre of

Luxury Excellence in Goodwood, West Sussex. We are deeply committed to a long

term, sustainable, successful growth strategy and this result, amidst a backdrop of

global uncertainty, affirms this approach. 2016 has proven the perfect year to sign off

the successful first chapter of the renaissance of Rolls-Royce. Success for Rolls-

Royce is success for Great Britain and we reaffirm our commitment to maintaining the

Home of Rolls-Royce in the UK.”

The company recorded its highest-ever sales in key global markets including the

Americas (up 12%), Europe (up 28%) and Asia Pacific (up 5%). A number of individual

markets also exceeded previous records, notably Japan (up 51%), Germany (up 30%),

the UK – the marque’s home market – (up 26%), China (up 23%) and the USA (up


The only major region where conditions remained difficult was the Middle East where

consumer demand for all luxury goods was dampened by economic and political

uncertainty. However, despite these challenging market conditions, the Middle East

ended the year as the third largest market in 2016, while Rolls-Royce Motor Cars

Dubai earned the accolade of the highest selling dealership globally.

As part of its commitment to long-term sustainable growth, Rolls-Royce announced six

new dealerships during 2016, bringing the global dealership network to 136. New

launches included the Rolls-Royce Motor Cars Studio in South Korea and an

innovative boutique-style concept in Dubai.


Sustained global demand for Rolls-Royce’s fine products was driven by the continued

success of the Wraith and Ghost families, which were further enhanced in 2016 with

the introduction of their new Black Badge variants. Another major contributor was

Rolls-Royce Motor Cars

The Drive, Westhampnett, Chichester, West Sussex PO18 0SH

Telephone +44 (0)1243 384000

Dawn drophead which entered full production with the strongest pre-order book ever

achieved by a new Rolls-Royce model.

2016 was also the final year of production for the seventh-generation Phantom, with its

successor due in late 2018. Phantom retained its status as both the company’s

pinnacle flagship product and the “best car in the world”, with customers eager to

secure final Bespoke commissions to complete their collections, and own a landmark

piece of Rolls-Royce history.


A highlight of the year was the successful completion of the largest single commission

ever undertaken by Rolls-Royce: a fleet of 30 Extended Wheelbase Phantoms

exclusively designed and handcrafted for THE 13 hotel in Macau. The first car was

handed over to luxury entrepreneur Stephen Hung, Joint Chairman of THE 13

Holdings Limited, at the 2016 Geneva International Motor Show. Commissions like this

reaffirm RollsRoyce’s status as the only truly Bespoke house in the automotive world.

Indeed, almost as significant as the sales figures themselves is the continued growth

and strength of RollsRoyce’s Bespoke offering. One of the marque’s founding beliefs

is that true luxury is deeply personal, and accordingly Rolls-Royce continues to invest

heavily in its Bespoke capabilities and craftsmanship.

Virtually every Phantom, Ghost, Wraith and Dawn produced in 2016 contained

specially-commissioned and unique Bespoke design elements, reaffirming Rolls-

Royce as the world’s only truly handcrafted luxury motor car. This position was further

reinforced through its latest Bespoke Collections, which in 2016 included the Phantom

Zenith Collection and ‘Dawn – Inspired by Fashion’, as well as unique creations such

as Ghost Eternal Love, Nautical Dawn, ‘Dusk to Dawn’ and Phantom Wisdom. The

Bespoke Wraith Luggage Collection and Picnic Hamper for the Phantom Zenith

Collection also garnered critical acclaim and strong commissions worldwide.

Future Growth

Rolls-Royce Motor Cars

The Drive, Westhampnett, Chichester, West Sussex PO18 0SH

Telephone +44 (0)1243 384000

The new Rolls-Royce Technology and Logistics Centre (TLC) at Bognor Regis

opened, on schedule, in January 2016. This purpose-built 30,000m 2 facility, close to

the manufacturing plant at Goodwood, was built from the outset with the potential for

future expansion and the buildings will be extended in 2017 by almost 10,000m 2 to

meet growing demand and in readiness for future models. The expansion will give the

TLC the same overall footprint as the Home of Rolls-Royce, more than doubling the

scale of the company’s facilities since its launch in 2003.

Throughout 2016, significant building and expansion work also continued at the Home

of Rolls-Royce at Goodwood. The company invested heavily in a new single-line

manufacturing system that is central to its long-term production strategy. Testing of an

all-new proprietary aluminium space-frame architecture, which will underpin every new

Rolls-Royce model built on the new single line from early 2018, is now approaching


The growth in production facilities was matched by the creation of over 100 new jobs

at the Home of Rolls-Royce at Goodwood in 2016. The company now employs over

1,700 people, representing a remarkable increase approaching 500% on the original

team of 350 who worked to create the first Phantom in 2003.

Rolls-Royce also demonstrated its long-term commitment to supporting future talent

with a record intake on its industry-leading Apprenticeship Programme, which

celebrated its 10 th anniversary in 2016. More than 50 young people are currently

learning skilled trades at the Home of Rolls-Royce, with similar recruitment levels

planned for 2017. Record numbers of graduates and interns also joined the company

during 2016.

The success of Rolls-Royce is based upon an intimate understanding of luxury

customers’ requirements. This was echoed in the success of the marque’s

Provenance (pre-owned) and Financial Services programmes which both enjoyed

exceptional results in 2016. These tailored solutions reflect the way in which many of

today’s patrons of luxury seek to invest in fine objects.

Rolls-Royce Motor Cars

The Drive, Westhampnett, Chichester, West Sussex PO18 0SH

Telephone +44 (0)1243 384000

In closing, Müller-Ötvös said, “We are deeply proud of the achievements of our historic

brand over the past years. Rolls-Royce continues to surge forward in a confident and

sustainable manner. Our business model, which is rooted in our unique and detailed

understanding of the multifaceted world of luxury, is producing growth at just the right

pace for a truly rare and exclusive brand. This is what our customers demand of us

and this is what we will continue to deliver.”

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