January 8, 2025 • 7 mins
Rolls-Royce Motor Cars CEO Chris Brownridge discusses North American sales and a move into EV's through the Spectre car, with Bloomberg's Matt Miller, Katie Greifeld, and Sonali Basak.
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Speaker 1 (00:02):
Bloomberg Audio Studios, podcasts, radio news.
Speaker 2 (00:08):
Rolls Royce Motor Cars didn't sell more vehicles last year,
but it made more money. At five seven hundred and twelve.
BMW's pinnacle luxury car makers sold about three hundred fewer
total units than each of the two previous years, but
at a higher average price on a ten percent jump
and bespoke deliveries. As a result, Rolls Royce is now
(00:28):
investing an additional three hundred and seventy five million dollars
and it's goodwood manufacturing facility to meet rising demand for
personalization that can drive individual transactions deep into seven figures.
Joining us now is Chris Brownridge, the CEO of Rolls
Royce Motor Cars. And Chris, this is I think a
fascinating strategy move that you have made with the company,
(00:50):
and it goes beyond just sort of paint to sample
or picking a different leather. Tell us about some of
the personalizations that people are doing. Well.
Speaker 3 (01:02):
Matt, first of all, good morning, and thank you for
inviting me onto your show. Last year was a tremendously
successful one for Rolls Royce and you know that at
Rolls Rice we make handmade bespoke luxury goods for our
clients and we strive to deliver them an extraordinary experience.
And our bespoke collective team is right at the heart
of our business. What we aim to do is create
(01:24):
a masterpiece for each client and the investment that we've
announced today is all about facilitating that through creating the
capacity and the space within our manufacturing facility at the
home of Rolls Royce in Goodwood, so that we can
deliver those projects.
Speaker 2 (01:38):
So, but what your customization goes beyond the customizations of
almost any other car maker I can think of, certainly
any one that produces in the hundreds or thousands of
cars a year. What kind of investment are you making
and what is it going to allow you to do
to these cars?
Speaker 3 (01:58):
Well, mat Rolls Royce bespoke means something very profound. It
can be something as simple as having a hand painted
coach line on your Rolls Royce that perhaps has your
family motif on the outside of your motor car, or
perhaps embroidered in a head restraint. It could be something
more profound, celebrating the relationship you have with your partner,
(02:20):
where the headliner on the interior of the car which
uses fiber optic cables to recreate a constellation of stars.
It could show the constellation on the night that you
met in the location that you met, or it could
be something much more profound whereby For example, last year
we made a car for a very famous client where
the interior of the car used silk paneling in the
(02:43):
headlining and the doors where we embroidered a particular flower
and hand painted that flower and created a facier panel,
a dashboard panel inlaid with mother of pearl because it
reminded them of the different homes they own. So the
diversity is extraordinary, and this extension will mean that we've
got more capacity and space to deliver these projects because
(03:03):
they are very time consuming. And it comes hand in
hand with us expanding our network of private offices. Now
at Goodwood, the home of Rolls Royce, our clients come
to us and they meet the design team, but not
every client can come to us, so we've opened private
offices in Dubai and Shanghai, in Seoul and of course
in New York, where our designers are working nearer to
(03:25):
the clients and they can bring their ideas to life
so effectively. This network of private offices is driving a
growth in the demand for these wonderful creations and that's
why we're preparing the facility in Goodwood.
Speaker 4 (03:37):
What's your fastest growing market right now? It's interesting to
hear more about the private offices. Certainly the Middle East
is an area that a lot of investors have been
looking at for growth. But is there one area more
than others that you see more potential and what are
the demographic striving that growth.
Speaker 3 (03:54):
Well, the wonderful advantage Rolls Royce has is it's got
a heritage of one hundred and twenty years and it's
famous throughout the world and our business is present throughout
the world, so we have clients in every corner of
the world, across every region. Of course, the USA is
our biggest region and we have a strong client base there,
but across the world we've seen significant growth in Europe
(04:15):
and the Middle East and also APAC this year. And
the great thing is we're seeing in every corner of
the world significant demand, particularly for our bespoke creations.
Speaker 1 (04:25):
And Chris, I want to talk a little bit about
the future here. Obviously, when it comes to evs you
have Specter. It's selling very well. You talk about in
your release how this manufacturer manufacturing facility will help your
transition to in all battery future. It's been interesting watching
the trends though you see hybrid selling very well in
sort of the normal market, the non luxury market, and
(04:46):
even in the luxury market. Could a hybrid ever be
in your future?
Speaker 3 (04:51):
Well, I'll start by talking about our experience with Spector
this year and now Specters, a super luxury coupe, are
absolutely stunning motor and in twenty twenty four it was
the first full year that we were delivering this motor
car to our clients and it's been a very successful
year for Spector. In fact, it was the second most
demanded Rolls Rice, which is extraordinary. And what we have
(05:13):
with spect it's the first Rolls Royce to use a
very highly developed electric powertrain in a Rolls Royce. And
our clients have told us that what this does is
it amplifies all the characteristics that you'd expect of a
Rolls Royce, the silence, the waft ability, the ease of
driving and that magic carpet ride. So the feedback that
the most important group our clients has given us is
(05:36):
that they think this is a wonderful Rolls Royce and
with the databack set up, the client's satisfaction with Spectra
is the highest of any of the motor cars that
we produce, So that's a really encouraging start. At Rolls Royce.
We strive for perfection and our power trains are the
finest for the motor cars that we deliver to our clients.
(05:57):
Of course, we already have the wonderful V twelve combustion
engine with Spector, we have our first electric power train,
and both of them deliver the best possible experience for
our clients. We wouldn't deviate from that because we always
want to deliver the best possible solution, and spect has
told us very clearly that when we combine this new
(06:17):
technology with a Rolls Rice, we can deliver the best
car in the world.
Speaker 2 (06:21):
I can confirm that the V twelve is a highly
enjoyable powertrain. I have not driven the Specter yet, Chris,
what are are there any holes in your product offering?
I mean you've got Colinan, which is your best seller,
the big SUV. Spector, as Katie mentioned, has done very well.
I tend to prefer Ghost or Wraith more drivers cars.
(06:43):
Phantom is the one that we're looking at now, well,
or that's Colnant, that's Colin in Phantom. Is the one
you want if you've got a chauffeur. Is there anything
that you need to add to that product offering.
Speaker 3 (06:56):
Well, we have had a very busy year in twenty
twenty five where we introduced the Specter for the first
full year, and of course we introduced the cullen And
Series two and Cullen And Series to Black Badge, and
also the Ghost Series two and the Ghost Series two
Black Batge. We've had a very busy year and we
have a very very strong core product offer and all
(07:17):
of our motor cars are like a blank canvas for
the bespoke offer that we provide to our clients. In
terms of future products, I won't give any secrets away
right now, but of course there are always exciting things
that are coming down the line.
Speaker 2 (07:30):
All right, well, I'm excited and that's for sure. Rolls
Royce really the pinnacle of luxury vehicles worldwide. Chris, great
to have you on the program. Chris Brown. Next year
of Rolls Royce Motor Cars on of Course by BMW
Bloomberg Audio Studios, podcasts, radio news.
Speaker 2 (00:08):
Rolls Royce Motor Cars didn't sell more vehicles last year,
but it made more money. At five seven hundred and twelve.
BMW's pinnacle luxury car makers sold about three hundred fewer
total units than each of the two previous years, but
at a higher average price on a ten percent jump
and bespoke deliveries. As a result, Rolls Royce is now
(00:28):
investing an additional three hundred and seventy five million dollars
and it's goodwood manufacturing facility to meet rising demand for
personalization that can drive individual transactions deep into seven figures.
Joining us now is Chris Brownridge, the CEO of Rolls
Royce Motor Cars. And Chris, this is I think a
fascinating strategy move that you have made with the company,
(00:50):
and it goes beyond just sort of paint to sample
or picking a different leather. Tell us about some of
the personalizations that people are doing. Well.
Speaker 3 (01:02):
Matt, first of all, good morning, and thank you for
inviting me onto your show. Last year was a tremendously
successful one for Rolls Royce and you know that at
Rolls Rice we make handmade bespoke luxury goods for our
clients and we strive to deliver them an extraordinary experience.
And our bespoke collective team is right at the heart
of our business. What we aim to do is create
(01:24):
a masterpiece for each client and the investment that we've
announced today is all about facilitating that through creating the
capacity and the space within our manufacturing facility at the
home of Rolls Royce in Goodwood, so that we can
deliver those projects.
Speaker 2 (01:38):
So, but what your customization goes beyond the customizations of
almost any other car maker I can think of, certainly
any one that produces in the hundreds or thousands of
cars a year. What kind of investment are you making
and what is it going to allow you to do
to these cars?
Speaker 3 (01:58):
Well, mat Rolls Royce bespoke means something very profound. It
can be something as simple as having a hand painted
coach line on your Rolls Royce that perhaps has your
family motif on the outside of your motor car, or
perhaps embroidered in a head restraint. It could be something
more profound, celebrating the relationship you have with your partner,
(02:20):
where the headliner on the interior of the car which
uses fiber optic cables to recreate a constellation of stars.
It could show the constellation on the night that you
met in the location that you met, or it could
be something much more profound whereby For example, last year
we made a car for a very famous client where
the interior of the car used silk paneling in the
(02:43):
headlining and the doors where we embroidered a particular flower
and hand painted that flower and created a facier panel,
a dashboard panel inlaid with mother of pearl because it
reminded them of the different homes they own. So the
diversity is extraordinary, and this extension will mean that we've
got more capacity and space to deliver these projects because
(03:03):
they are very time consuming. And it comes hand in
hand with us expanding our network of private offices. Now
at Goodwood, the home of Rolls Royce, our clients come
to us and they meet the design team, but not
every client can come to us, so we've opened private
offices in Dubai and Shanghai, in Seoul and of course
in New York, where our designers are working nearer to
(03:25):
the clients and they can bring their ideas to life
so effectively. This network of private offices is driving a
growth in the demand for these wonderful creations and that's
why we're preparing the facility in Goodwood.
Speaker 4 (03:37):
What's your fastest growing market right now? It's interesting to
hear more about the private offices. Certainly the Middle East
is an area that a lot of investors have been
looking at for growth. But is there one area more
than others that you see more potential and what are
the demographic striving that growth.
Speaker 3 (03:54):
Well, the wonderful advantage Rolls Royce has is it's got
a heritage of one hundred and twenty years and it's
famous throughout the world and our business is present throughout
the world, so we have clients in every corner of
the world, across every region. Of course, the USA is
our biggest region and we have a strong client base there,
but across the world we've seen significant growth in Europe
(04:15):
and the Middle East and also APAC this year. And
the great thing is we're seeing in every corner of
the world significant demand, particularly for our bespoke creations.
Speaker 1 (04:25):
And Chris, I want to talk a little bit about
the future here. Obviously, when it comes to evs you
have Specter. It's selling very well. You talk about in
your release how this manufacturer manufacturing facility will help your
transition to in all battery future. It's been interesting watching
the trends though you see hybrid selling very well in
sort of the normal market, the non luxury market, and
(04:46):
even in the luxury market. Could a hybrid ever be
in your future?
Speaker 3 (04:51):
Well, I'll start by talking about our experience with Spector
this year and now Specters, a super luxury coupe, are
absolutely stunning motor and in twenty twenty four it was
the first full year that we were delivering this motor
car to our clients and it's been a very successful
year for Spector. In fact, it was the second most
demanded Rolls Rice, which is extraordinary. And what we have
(05:13):
with spect it's the first Rolls Royce to use a
very highly developed electric powertrain in a Rolls Royce. And
our clients have told us that what this does is
it amplifies all the characteristics that you'd expect of a
Rolls Royce, the silence, the waft ability, the ease of
driving and that magic carpet ride. So the feedback that
the most important group our clients has given us is
(05:36):
that they think this is a wonderful Rolls Royce and
with the databack set up, the client's satisfaction with Spectra
is the highest of any of the motor cars that
we produce, So that's a really encouraging start. At Rolls Royce.
We strive for perfection and our power trains are the
finest for the motor cars that we deliver to our clients.
(05:57):
Of course, we already have the wonderful V twelve combustion
engine with Spector, we have our first electric power train,
and both of them deliver the best possible experience for
our clients. We wouldn't deviate from that because we always
want to deliver the best possible solution, and spect has
told us very clearly that when we combine this new
(06:17):
technology with a Rolls Rice, we can deliver the best
car in the world.
Speaker 2 (06:21):
I can confirm that the V twelve is a highly
enjoyable powertrain. I have not driven the Specter yet, Chris,
what are are there any holes in your product offering?
I mean you've got Colinan, which is your best seller,
the big SUV. Spector, as Katie mentioned, has done very well.
I tend to prefer Ghost or Wraith more drivers cars.
(06:43):
Phantom is the one that we're looking at now, well,
or that's Colnant, that's Colin in Phantom. Is the one
you want if you've got a chauffeur. Is there anything
that you need to add to that product offering.
Speaker 3 (06:56):
Well, we have had a very busy year in twenty
twenty five where we introduced the Specter for the first
full year, and of course we introduced the cullen And
Series two and Cullen And Series to Black Badge, and
also the Ghost Series two and the Ghost Series two
Black Batge. We've had a very busy year and we
have a very very strong core product offer and all
(07:17):
of our motor cars are like a blank canvas for
the bespoke offer that we provide to our clients. In
terms of future products, I won't give any secrets away
right now, but of course there are always exciting things
that are coming down the line.
Speaker 2 (07:30):
All right, well, I'm excited and that's for sure. Rolls
Royce really the pinnacle of luxury vehicles worldwide. Chris, great
to have you on the program. Chris Brown. Next year
of Rolls Royce Motor Cars on of Course by BMW
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