- Rolls-Royce sold 5,712 vehicles in 2024, which was a record year for Bespoke commissions.
- The overall best-seller was the Cullinan, but the Spectre topped the charts in Europe.
- A new Rolls-Royce EV will debut in 2025, alongside a big investment at Goodwood.
Rolls-Royce has announced the sales results for 2024 alongside a £300 million ($373 million) investment for the expansion of the Bespoke and Coachbuilt divisions in their Goodwood facilities. The high-end carmaker also confirmed that their second EV model will launch in 2025.
The luxury brand sold 5,712 vehicles in 2024, making it its third most successful year behind 2023 (6,032 units) and 2022 (6,021 units). The sales decline is attributed to recent model changeovers, as 2024 marked the debut of the updated Ghost and Cullinan models.
More: 5 Must-Know Details About The New Rolls-Royce Ghost Series II
Rolls-Royce didn’t announce the detailed sales numbers for each model, but said that the fully electric Spectre was its best-selling model in Europe, admitting it proved to be “even more popular than expected”.
In 2024, the Cullinan SUV topped worldwide sales as the most sought-after Rolls-Royce, followed by Spectre, Ghost, and Phantom. North America remained the largest market for the Goodwood-based brand.
New EV Coming In 2025
Rolls-Royce officially confirmed that the Spectre will be joined by a second EV model in 2025, but didn’t reveal any further information about its upcoming model.
According to recent reports, Rolls Royce is working on an electric SUV that is smaller than the Cullinan, and a fully electric sedan that will eventually replace the Phantom, although these were expected to arrive in 2027 and 2028 respectively.
Regardless of shape and size, the new EV will most likely ride on the Architecture of Luxury which underpins the entire Rolls-Royce lineup. Whether the new model will share the Spectre’s battery and electric drivetrain remains to be seen.
A Record Year For Bespoke
For Rolls-Royce, selling fewer cars isn’t a concern – it’s part of their exclusivity-driven strategy. In 2024, the average bespoke content value per vehicle rose by 10% compared to the previous year, achieving record highs.
The Middle East led global demand for Bespoke commissions, followed by North America and Europe. Among Rolls-Royce’s lineup, the Phantom Extended emerged as the top choice for personalization, surpassing the Spectre, which took second place.
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It was also revealed that Private Office commissions typically carry a 25% higher price. These exclusive spaces, designed for VIP clients, are located in key markets such as New York, Seoul, Dubai, Shanghai, and the brand’s iconic Goodwood headquarters.
£300 million Investment
The record-breaking performance of Rolls-Royce’s Bespoke division in 2024 has driven the company to commit over £300 million ($373 million) toward expanding its manufacturing facilities at the Home of Rolls-Royce.
This investment isn’t aimed at increasing production capacity but rather at providing the Bespoke and Coachbuilt divisions with enhanced space and freedom to focus on exclusive, tailor-made projects. Additionally, the expansion will prepare the Goodwood plant for Rolls-Royce’s transition to an all-electric future.
The Home of Rolls-Royce currently produces up to 28 vehicles per day and employs 2,500 people.
