2019 was the best year in the 116-year history of luxury carmaker Rolls-Royce with the company, a division of BMW Group, selling a record 5,152 vehicles to customers in over 50 countries around the world.
A large number of those were its new Cullinan SUV and the record sales marked a 25 per cent increase over the 4,107 vehicles it sold in the previous year. The Cullinan, which walks a fine line between growing sales and keeping the brand special, retails for around Dh2million – before customization. Suffice to say, it has been a massive success. In fact, it is the fastest-selling new model in Rolls-Royce’s history.
“Worldwide demand last year for our Cullinan SUV has driven this success and is expected to stabilise in 2020. It is a ringing testament to the quality and integrity of our products, the faith and passion of our customers and, above all, the skill, dedication and determination of our exceptional team at the Home of Rolls-Royce at Goodwood and around the world and our dedicated global dealer network,” said Rolls-Royce’s CEO, Torsten Muller-Otvos.
“While we celebrate these remarkable results, we are conscious of our key promise to our customers, to keep our brand rare and exclusive,” he added.
Keeping up with demand seems to be the biggest challenge for Rolls-Royce at the moment with “significant” investments being made in its Goodwood plant in England, hiring workers and recruiting a record number of people for its apprenticeship programme.
The Phantom is still the company’s pinnacle product, with the Dawn and Wraith dominating their respective sectors. But Cullinan has really caught the imagination while the dark, edgy Black Badge family have also been highly sought-after by customers.
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