Reflections on 2020

Like many of us, I find myself reflecting on a year like no other. We have re-engineered, refined and reimagined many aspects of our business in the light of events; but I am proud that throughout, we have held fast to our founding principles, striving for perfection in all things.

This year we launched new Ghost, the most technologically advanced Rolls-Royce in history; and in redefining luxury in terms of minimalism, subtlety and pared-back elegance, we proved that the seemingly simple things are often the hardest to do. We have also seen spectacular Bespoke and Collection cars take our Bespoke work to new heights of greatness in their technical mastery, beauty and creativity.

It may seem self-evident, but it bears reiterating: Rolls-Royce is not, never has been and never will be a volume manufacturer. At the same time (and equally obviously) we need a certain level of output to ensure our business is sustainable. As CEO, I resolve this tension by focusing not on how many cars we build in a given year, but that every single one is unique, and exactly as the customer wished to commission it. 

For me, this emphasis on rarity and exclusivity is the truest measure of our success. Why? Because our clients – who are, after all, the most important people in our business – judge us not by our annual sales figures, but how we respond to their individual requests and requirements. The uniqueness of the Rolls-Royce experience is that each customer feels every detail has been considered and created just for them, and no one else. It is possible thanks to our relatively small scale, astonishing Bespoke capabilities and, above all, our truly remarkable people. Like the cars they create, they are the rarest of the rare – and the best of the best.