Rolls-Royce sells record 3,500 cars in a year as China leads demand for luxury marque

  • Sales in the Asia-Pacific region grew 47 per cent in 2011
  • Overall sales were 31 per cent higher than in 2010
  • Rival Bentley last week
    reported 37 per cent sales jump

By
Hugo Duncan

Last updated at 9:38 AM on 10th January 2012

Rolls-Royce has defied the gloom to smash its sales record and boost the British economy.

The company, one of the UK’s most prestigious brands, sold 3,538 luxury cars in 2011 – the most in its 107-year history.

Bosses at the company said the outstanding performance was a ‘Great British success story’.

Great British success story: The front of a Rolls Royce Ghost, at the Rolls Royce factory at Goodwood near Chichester, West Sussex

Great British success story: The front of a Rolls Royce Ghost, at the Rolls Royce factory at Goodwood near Chichester, West Sussex

They said China was the largest market, overtaking the U.S.  for the first time since the launch of the £235,000 Phantom model in 2003.

Sales in the Asia-Pacific region grew 47 per cent in 2011 while business in Britain rose by 30 per cent.

Rolls-Royce’s announcement came as business leaders warned that the UK economy is at ‘a critical stage’ – but scolded doom-mongers predicting a double-dip recession.

‘A new recession is not a  foregone conclusion,’ insisted John Longworth, director general of the British Chambers of Commerce.

Rolls-Royce, which is based in Goodwood, West Sussex, but owned by Germany’s BMW, said sales were driven by booming demand for the Phantom and the £165,000 Ghost.

Its sales were 31 per cent higher than in 2010 and eclipsed the previous record set in 1978 in the heyday of the Silver Shadow II.

Jobs: A worker fits out the dashboard of a Ghost on the production line at the Rolls-Royce factory

Jobs: A worker fits out the dashboard of a Ghost on the production line at the Rolls-Royce factory

Door to success: Rolls-Royce's sales were 31 per cent higher than in 2010 and eclipsed the previous record set in 1978 in the heyday of the Silver Shadow II

Door to success: Rolls-Royce’s sales were 31 per cent higher than in 2010 and eclipsed the previous record set in 1978 in the heyday of the Silver Shadow II

‘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 of Rolls-Royce Motor Cars.

‘Our business is in excellent shape. 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 plan to develop our product range.’

After China and the U.S., Britain is the third biggest market for Rolls-Royce, followed by the United Arab Emirates and Saudi Arabia.

Rival ultra-luxury car company Bentley, which is owned by Volkswagen and based in Crewe, last week reported a 37 per cent jump in sales to just over 7,000.

The surge in exports will be welcomed by ministers, who are relying on demand from overseas to drive economic recovery.

A report by the BCC today warns that the economy will stagnate early this year.

Mr Longworth said: ‘Action is urgently needed to tackle short-term stagnation and a lack of business confidence, damaged by the ongoing eurozone crisis.’

Defying the downturn: Rolls-Royce said sales were driven by booming demand for the £235,000 Phantom and the £165,000 Ghost

Defying the downturn: Rolls-Royce said sales were driven by booming demand for the £235,000 Phantom and the £165,000 Ghost

On the up: The record sales follow the announcement last September that Rolls-Royce intends to expand its manufacturing plant at Goodwood in West Sussex

On the up: The record sales follow the announcement last September that Rolls-Royce intends to expand its manufacturing plant at Goodwood in West Sussex

In its Quarterly Economic Survey, the BCC urges ministers to press ahead with plans to slash red tape, reform the planning system, invest in infrastructure and help firms access vital funds as bank lending slumps.

‘A slowdown across the eurozone is inevitable, but Britain need not suffer a similar fate,’ said Mr Longworth.

nLingerie chain La Senza went into administration yesterday, leading to the closure of more than 100 outlets and the loss of 1,300 jobs.

And in a further blow, bankrupt cross-Channel ferry operator SeaFrance was ordered to close by a French court, resulting in the loss of 127 jobs in Britain.

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Still makes my blood boil RR being owned by a German company.
– DWT, UK, 10/1/2012 08:52……………………….why ? You’re not blaming the Germans are you. Do you think the RR shareholders who sold out to BMW gave a damn about making your blood boil. They were only interested in making a quick profit, and to hell with a British institution.

Its made in Britain for the Germans and they can Close down the UK plant at anytime they like stay tuned for further information 🙂 where is the Tax paid on the proffits???

The problem we’ve got in the UK is people being promoted to management who shouldn’t be allowed to sweep the floor, quality products always sell and that’s what we should be producing, it’s what we did in the past when managers were worthy of the title.

British is Best we made the best of EVERYTING Pity Thatcher didn’t relize that,She closed the lot down.Or sold it off.
– Jim Lamb, Queensland Australia, 10/1/2012 06:49no we didn’t. You are looking through rose tinted spectacles. Britain lost it’s way years before Thatcher, in manufacturing industries. Bad management, militant trade unions, lazy work force, greedy shareholders, lack of investment, bad design. The car industry is a prime example. With the exception of top of the range luxury models, we produced the most appalling, unreliable, badly designed overpriced cars you can imagine. Even the British public stopped buying them in any quantity. The Japanese and Germans saw their opportunity, the rest is history.

Another triumph for German engineering

It wont be long before the we see Chinese knock off’s of these cars.. .

Still makes my blood boil RR being owned by a German company.

And we are still giving China aid. You couldn’t make it up.

Rolls;Royce , a legend in motor manufacturing and the best built engines in the World .
Used to be. Now owned by BMW. Says it all.

What a pity the British had to leave it to the Germans to make a succes out of Rolls-Royce!

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