Record Sales: Rolls-Royce Celebrates Busy 2010 Thanks to Ghost and Phantom

Rolls-Royce had a great 2010, which brought 2711 sales. That’s more than twice as many vehicles sold in 2008, the previous record year. The brand’s newest model, the Ghost, was a major reason for Rolls-Royce’s success.

The U.S. remains Rolls-Royce’s biggest market — for now. China is second, followed by the UK. Worldwide, 2010 sales were 171 percent above 2009 sales.

“Rolls-Royce has further extended its position at the pinnacle of the super luxury automotive market and has demonstrated a clear competence in the management of this unique ultra-luxury brand,” said Torsten Müller-Ötvös, Chief Executive Officer. “We begin 2011 with a sustainable business model, a flexible workforce and great confidence in the future success of our company.”

Overall, one Phantom is sold for every four Ghosts, a U.S. Rolls-Royce representative told us. Eighty percent of Ghost buyers have never owned a Rolls-Royce before. When the model is expanded with other body styles, Rolls-Royce is likely to see incremental sales growth in 2011, too.

The brand says the Phantom sedan is still popular, with many cars including some custom touches. The increase of Bespoke personalization sales is good for Rolls-Royce, raising the average sales price just as the new Ghost lowers the automaker’s average.

Rolls-Royce notes that before BMW took over the brand, it took more than 70 years to match 2010 sales in a single year. The question we ask you is this: At what point is sales growth not a good thing for an exclusive brand like Rolls-Royce?