Rolls-Royce Motor Cars sold 3,538 cars in 2011, up 31% on the previous year’s total of 2,711.
The figure represents the best sales result in the luxury carmakers’s 107-year history, with the previous record of 3,347 cars having been set in 1978 during the Silver Shadow II era.
Strong sales growth was reported across the globe, with notable results seen in Asia Pacific (up 47%), North America (up 17%) and the Middle East (up 23%).
China and the United States were the most significant individual markets for Rolls-Royce. Chinese demand for luxury vehicles has proven to be an area of massive growth for the UK’s car manufacturers, the latest results from Rolls-Royce’s continuing a trend set by Bentley last week when it reported sales had doubled in the country.
While Bentley’s 5% sales growth in the UK was relatively small, Rolls-Royce performed well within the domestic market, reporting 30% growth in 2011. In continental Europe, Germany and Russia were the largest growth markets, sales in each of these markets more than doubling in comparison to 2010.
“We had an outstanding year in 2011 and we should take a moment to reflect on this Great British success story,” said Torsten Müller-Ötvös, chief executive officer at Rolls-Royce Motor Cars.
“Our business is in excellent shape,” Mr Müller-Ötvös continued. “We are developing our dealer network, moving into new markets like South America, expanding our manufacturing operation in West Sussex to meet global demand and have plans to develop our product range. At the core of this extraordinary success is a dedicated, committed and, above all, passionate workforce.”
The company’s portfolio includes the Phantom family of products and the more recently-launched Ghost range. Rolls-Royce reported that strong demand for all its product models.
It said that interest in the Rolls-Royce Ghost, including the Ghost Extended Wheelbase that was launched in April 2011, accounted for the lion’s share of the year’s growth.
The company said that the Rolls-Royce Bespoke personalisation programme, launched last year, helped to contributed to the sales figures. The firm said that nearly every Phantom family model leaving the home of Rolls-Royce at Goodwood came with some element of bespoke personalisation, from unique paint colours, interior detailing and embroidery, to exquisite whole vehicle designs including champagne sets, humidors and picnic sets.
Bespoke sales were also enhanced by the Spirit of Ecstasy Centenary Collection and Year of the Dragon Phantom commissions in particular.
Last September, Rolls-Royce announced plans to expand its manufacturing plant at Goodwood, which already employs over 1,000 people. This will help the company meet further growth in worldwide sales and satisfy demand for highly personalised Ghost and Phantom models. Expansion work will begin in February.