Rolls-Royce has announced its 2024 sales results, revealing a slight decline in units sold compared to the previous two years, alongside a significant £300 million ($373 million) investment to expand its Bespoke and Coachbuilt divisions at the Goodwood facilities. The luxury automaker confirmed that its second electric vehicle (EV) model will be launched in 2025, following the success of its fully electric Spectre.
In 2024, Rolls-Royce sold 5,712 vehicles, making it the brand’s third most successful year after 2023 (6,032 units) and 2022 (6,021 units). The decline in sales is attributed to model changes, as 2024 marked the debut of the updated Ghost and Cullinan models. Although the company did not provide detailed sales figures by model, it did confirm that the Spectre electric car was its best-selling model in Europe, surpassing expectations. The Cullinan SUV led global sales, followed by the Spectre, Ghost, and Phantom, with North America continuing to be the largest market for the brand.
Looking ahead, Rolls-Royce revealed plans for a second EV model set for release in 2025. Though details remain scarce, reports suggest the company is working on a smaller electric SUV, potentially positioned below the Cullinan, and a fully electric sedan expected to replace the Phantom by 2028. These models are likely to share the Architecture of Luxury platform, which underpins the entire Rolls-Royce lineup, though it remains unclear whether the new EVs will use the Spectre’s battery and electric drivetrain.
Despite the sales dip, Rolls-Royce’s focus on exclusivity remains a key component of its strategy. In 2024, the brand reported a 10% increase in the average bespoke content value per vehicle, marking record highs. The Middle East led global demand for Bespoke commissions, followed by North America and Europe. Among Rolls-Royce’s models, the Phantom Extended was the top choice for personalization, surpassing the Spectre. Furthermore, commissions made through the Private Office, Rolls-Royce’s exclusive VIP client service, were priced 25% higher on average. These services are available in key markets including New York, Seoul, Dubai, Shanghai, and Goodwood.
