Currently reading: Rolls-Royce sets new sales record as Bespoke programme shines

Every car sold by Rolls-Royce in 2023 had some element of customisation, reaching record values

Rolls-Royce enjoyed yet another year of record success in 2023, allowing long-term CEO Torsten Müller-Ötvös to bow out on a high note.

The British company delivered 6032 cars, surpassing 2022’s record of 6021. That was the first time it exceeded an annual volume of 6000.

Every car was customised – albeit to varying extents – through Rolls-Royce’s Bespoke programme, and the Cullinan SUV remained the most popular model.

The brand's first electric car, the Rolls-Royce Spectre coupé, was also a success, attracting a full year of orders and interest from younger buyers.

Production of the Dawn convertible and Wraith coupé, both based on a BMW platform, ceased in 2023. They are indirectly replaced by the Spectre and an upcoming cabriolet variant.

The US was Rolls-Royce’s largest market in 2023, followed by China. Record sales were achieved in Europe and the Asia-Pacific region, with the latter fuelled by an increase in demand from South Korea. 

Rolls-Royce Spectre and Cullinan on the production line

Rolls-Royce noted that the Middle East remained the leader for Bespoke commissions, supported by the Dubai Private Office – a regional hub for extensive customisation, with samples of materials and paintwork. 

The company has opened an additional Private Office in Shanghai and has plans to establish sites in North America and Seoul throughout 2024.

Customisation is now a major tenet of Rolls-Royce’s business: Müller-Ötvös noted in the company’s 2022 results that the average Bespoke commission cost €500,000 (then £430,000) and that some examples of the Phantom limousine cost more than €2 million (then £1.8m).

The firm also expanded its coachbuilt programme in 2023, launching the Drop Tail and unveiling two of the four examples that will be built. The striking two-seaters are understood to cost roughly £20 million each. 

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In turn, Rolls-Royce set a new record for Bespoke commissions, both in number and value.

New CEO Chris Brownridge hailed the “robust good health” of the company, “with strong foundations and a clear strategy for growth and development”.

Charlie Martin

Charlie Martin Autocar
Title: Editorial assistant, Autocar

As part of Autocar’s news desk, Charlie plays a key role in the title’s coverage of new car launches and industry events. He’s also a regular contributor to its social media channels, providing videos for Instagram, Tiktok, Facebook and Twitter.

Charlie joined Autocar in July 2022 after a nine-month stint as an apprentice with sister publication What Car?, during which he acquired his gold-standard NCTJ diploma with the Press Association.

Charlie is the proud owner of a Fiat Panda 100HP, which he swears to be the best car in the world. Until it breaks.

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