TO ALL those that chuckled when Rolls-Royce introduced an SUV would be a part of its scant mannequin vary, it seems just like the super-luxury English producer might need the final giggle.
The Cullinan, a 2.7-tonne, 5.4m ship of luxurious in a sea of varied SUV species, has buoyed Rolls-Royce when there was potential for an iceberg on the horizon.
The car-maker that’s reputed to disregard pricing as a measure of its merchandise’ price, has bought 32 automobiles this yr to the top of November. Of these, 17 have been Cullinans.
Like most car-makers, Rolls-Royce has not been immune from the consequences of the COVID-19 pandemic.
Wanting on the figures to the top of November this yr, the general marque gross sales are down 20 per cent in contrast with the identical interval in 2019.
Rolls-Royce world shopper gross sales supervisor Ian Grant advised GoAuto in an unique interview that “our world has develop into more and more unpredictable with current world occasions.”
“But we do view the long run with some optimism with a whole and delightful new vary of motor automobiles,” he mentioned.
Mr Grant mentioned that contemplating Ghost has not been accessible this yr and the worldwide launch occurred in September “enterprise throughout Australia has been remarkably steady.”
“Subsequent yr our first Ghosts shall be delivered to prospects in Australia and 2021 shall be our first full yr when our full mannequin vary shall be accessible.”
Mr Grant mentioned he anticipated elevated gross sales “however at this ultra-luxury degree, and primarily based on the extent of worldwide demand, Ghost availability for Australia is restricted.
“We have now no real interest in seeing a brand new Ghost or Ghost Prolonged on each avenue nook,” he mentioned.
“So Ghost will stay one of the crucial unique super-luxury four-door sedans in Australia.”
Mr Grant mentioned Rolls-Royce anticipated continued robust demand for all its fashions, particularly Cullinan and the Black Badge vary of automobiles (Cullinan, Daybreak and Wraith).
“The ultra-luxury Cullinan SUV will stay robust within the Australian market alongside new Ghost,” he mentioned.
“Australia has all the time been the vacation spot for extremely bespoke automobiles as prospects listed below are undoubtedly luxurious connoisseurs.
“Prior to now, Australian prospects have ordered among the rarest Rolls-Royces on the planet – restricted version Phantoms, Ghosts, Wraiths and Dawns.
“Only recently, the Restricted Version Kryptos landed in Sydney and a Daybreak Silver Bullet is anticipated to reach in Brisbane quickly. These assortment automobiles observe the superbly crafted Wraith Eagle VIII bought in Melbourne earlier this yr.”
Mr Grant mentioned every of those automobiles would be the solely examples of their variety in Australia and every assortment automobile represents certainly one of solely 50 of their respective collections globally.
“We all know our Australian purchasers have an eye fixed for element and craftsmanship, nonetheless, exclusivity is all the time a key want, one thing Rolls-Royce has pioneered for the reason that early 1900s,” he mentioned.
He mentioned that the Australian market has Rolls-Royce consumers from a large age group.
“It is extremely troublesome to pin down a Rolls-Royce buyer apart from she or he is very profitable, and yearns for the most effective in luxurious and appreciates the bespoke capabilities of the model,” he mentioned.
“Two traits over time are evident – the common age of a Rolls-Royce buyer has decreased from mid 50s to early 30s, that means some are as younger as their 20s.
“As well as, I’m delighted to see extra feminine prospects be a part of the Rolls-Royce household and in addition current purchasers who want to add a ‘one off’ or unique bespoke car to their assortment.”
The rise in gross sales and growth of the mannequin vary compares with the place in 2009, with the International Monetary Disaster biting exhausting, the place Rolls-Royce had one mannequin within the Phantom accessible as a sedan or convertible (drophead).
That yr it reported 9 new automobiles had discovered consumers, a droop on the earlier GFC-free yr when it had bought 17 automobiles.
The autumn in 2009 exhibits that even this firm isn’t immune from financial patterns.
Rolls-Royce bounced again remarkably shortly given the fallout of the GFC, attributed to the arrogance within the Australian market – primarily as a result of the federal authorities introduced it could assure Australian banks – and the introduction of the “small” Rolls-Royce, the Ghost.
The selective Rolls-Royce market exhibits how extremely delicate it’s to new merchandise.
In 2010 it bought 25 automobiles consisting of the brand new Ghost, and the Phantom in sedan and drophead guises.
The subsequent yr, with the identical mannequin line-up, it discovered 20 new consumers and a yr later, 22.
It’s from 2014 that the marque exhibits the way it has tailored to altering economics and purchaser profile, as the common age of its homeowners shrank and new, smaller and sportier automobiles had been launched.
In 2014, it bought 13 sedans (Ghost and Phantom) and 26 coupes and convertibles (Ghost, Phantom and the two-door Wraith coupe that appeared a yr earlier) for annual Australian gross sales that breached 35 for the primary time.
The identical line up mixed for 30 gross sales in 2015, then 37 in 2016 as consumers took to the brand new Daybreak convertible.
In 2017, Rolls-Royce gross sales hit their highest ever with 45 bought, primarily concentrated across the smaller Wraith, Daybreak and Ghost fashions.
It was to have a second wind in 2018 when the Cullinan arrived. Regardless of dialog round its dimension and growing listing of luxurious rivals, the SUV promptly bought 4 models within the yr.
The Cullinan went on to show its worth to the model in a lot the identical manner because the Cayenne lifted Porsche out of potential monetary heartache and into one of the crucial worthwhile car-makers on the planet.
The 2019 gross sales of Cullinan topped 19 models and, in year-to-date figures to November this yr, will ignore COVID and presumably match that with 17 bought already.
Rolls-Royce has proven that its as soon as stablemate Phantom now has a choose viewers in Australia, promoting barely a handful in 2019 as consumers wanting a Rolls-Royce go for the smaller Ghost sedans, open-top Daybreak or the sports-focussed Wraith.
Requested if there had been any adjustments to the advertising and marketing of Rolls-Royce since COVID, Mr Grant mentioned: “Understandably, we now have seen much less prospects go to dealerships the place we’re represented in Brisbane, Melbourne, Perth and Sydney.”
“Nevertheless, as we’re a really bespoke model, the interplay with our prospects is all the time private.”
He mentioned dealership representatives tailored shortly and invested time in bringing automobiles to prospects, arranging non-public one-on-one viewings and increasing their digital portfolio to prospects at a distance.
“We have now additionally expanded our attain through cell app via what we time period the ‘most unique members’ membership on the planet’ – Whispers.
“Whispers is a digital extension to the Rolls-Royce marque and acts as a gateway to the world’s most rarefied merchandise, providers and concepts.”
