Affluent purchasers looking to customise their new Rolls-Royce contributed to the luxury marque's enhanced profitability in 2024 despite declining sales figures.
The Hampshire-headquartered company, under BMW ownership, reported its personalisation service achieved unprecedented levels last year with a 10 per cent year-on-year increase in average revenue per vehicle, as reported by .
Rolls-Royce Motor Cars noted the surge in demand propelled its bespoke programme to its peak in the company's 120-year heritage.
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Throughout the period, the manufacturer introduced the Cullinan Series II and Ghost Series II alongside their corresponding Black Badge variants – representing an unprecedented number of new model launches.
Nevertheless, total vehicle deliveries declined from 6,032 to 5,712 units – though this figure remained the third-highest in the company's history.
Fresh accounts lodged with Companies House show the firm's turnover dropped in 2024 from £984.2m to £978.9m whilst pre-tax profits climbed from £128.8m to £134.7m.
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A declaration endorsed by the board stated: "In 2024, Rolls-Royce Motor Cars reaffirmed its position as an authentic luxury house by crafting the most complex, personal and valuable motor cars in its history."
The statement continued: "Whilst sales volumes were five per cent lower, the corresponding reduction in revenue was less marked as underlying revenue per car was higher than in 2023."
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Rolls-Royce Motor Cars also stated that its record bespoke sales "is a testament to its long-term strategic focus, centred on creating value for clients through highly individualised products and experiences and providing opportunities for meaningful personal expression".
The surge in demand for the firm's customised offerings preceded the luxury carmaker's announcement in January regarding plans to expand its Goodwood factory and global headquarters.
The company revealed it will invest over £300m to manufacture even more highly-personalised variants of its vehicles.
Rolls-Royce Motor Cars said: "The company ended the year in a strong financial position.
"Despite economic uncertainties including those around trade tariffs and a more challenging geopolitical environment, our stance remains cautiously optimistic."
Personalisation also boosts Rolls-Royce Motor Cars’ rival Bentley
The figures for Rolls-Royce Motor Cars emerge after City AM reported in March that its competitor Bentley Motors had experienced a decline in both profit and sales during its most recent financial year.
The Cheshire-based company, which is owned by Volkswagen, recorded an annual operating profit of €373m (£314m) and revenue of €2.6bn (2.2bn).
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Whilst the profit figure represented the sixth highest in Bentley's history, it was down more than a third from the €589m the company achieved last year. Chief executive Frank-Steffen Walliser attributed the decline to a weaker demand in China, where premium brands have faced challenges due to diminished consumer confidence at the time.
In a similar vein to Rolls-Royce Motor Cars, Bentley's earnings were bolstered by continued personalisation, with unprecedented demand for bespoke models leading to the company's highest-ever revenue per car, marking a 10 per cent increase year-on-year.