Rolls-Royce Eyes Another Sales Record with Asia Driving Demand
Strong appetite for ultra-luxury cars in Asia is set to push Rolls-Royce to a second consecutive annual sales record, even as European markets remain weak.
Rolls-Royce Motor Cars expects to surpass its 2011 global sales record of 3,538 vehicles, with surging demand in Asia more than offsetting sluggish conditions in Europe. Chief Executive Torsten Mueller-Oetvoes said the brand is on track for another record year, driven by the growing number of ultra-wealthy buyers across Asian markets.
Asia now accounts for 40% of Rolls-Royce sales, outpacing both the United States and Europe. The company’s CEO told media in Bangkok that growth in the region is robust, and forecasts for ultra-high-net-worth individuals remain positive. The marque’s performance in Asia is particularly important as European demand has weakened, and the US, while still strong, represents a smaller share of global deliveries.
Asia’s rising wealth reshapes Rolls-Royce’s global balance
The shift in Rolls-Royce’s sales geography reflects broader economic changes. Of the world’s top 100 billionaires, 13 are now from Asia, according to the Bloomberg Billionaires Index. The region’s appetite for bespoke luxury vehicles has grown rapidly, and Rolls-Royce has responded by expanding its dealer presence and tailoring its product line to local tastes. The Ghost sedan, in particular, has found favour with buyers in China and Southeast Asia, where demand for chauffeur-driven saloons remains strong.
Rolls-Royce’s reliance on Asia comes as the European market faces ongoing economic headwinds. Sales in the region account for just 15% of the company’s total, a figure that has declined as southern European economies struggle. The US remains the second largest market, making up about 30% of sales. This global rebalancing has led Rolls-Royce to focus investment and marketing on Asia, where the pool of potential buyers continues to grow.
Sustaining growth amid China’s slowdown
While China’s economy showed signs of slowing in 2012, Rolls-Royce executives insisted that growth in the wider Asian region would be enough to secure another record year. The company’s confidence rests on the continued rise in high-net-worth individuals and the strength of economies such as Thailand and Indonesia. Rolls-Royce’s strategy includes new dealerships, localised marketing and a focus on personalisation, which have all helped maintain momentum.
The Ghost remains the brand’s volume driver in Asia, with its blend of traditional luxury and modern technology appealing to a younger generation of wealthy buyers. The company’s bespoke programme, which allows for extensive personalisation, has also proved popular in the region. Rolls-Royce’s approach in Asia is part of a wider trend among luxury marques, as rivals such as Bentley and Mercedes-Benz also report rising sales in emerging markets.
