While demand remained high for the Wraith and Ghost models, the company introduced the striking Black Badge variant of both models last year, aimed at an increasingly younger audience. It also ramped up production of the Dawn drophead, which entered full production with the strongest pre-order book ever achieved by a Rolls-Royce model.
The Goodwood-based luxury marque also created 100 new jobs last year, while there were record results for the company’s Bespoke division, and the apprenticeship programmes celebrated its 10th anniversary with a record intake of applicants.
Sales for Rolls-Royce were up six percent year on year in 2016, with cars exported to more than 50 countries. The company recorded its highest-ever sales in key global markets including the Americas (up 12 per cent), Europe (up 28 per cent) and Asian Pacific (up 5 per cent). Notably, sales in Japan increased by 51 per cent, and in the UK by 26 per cent. Rolls-Royce Motor Cars Dubai became the highest-selling dealership globally.