Rolls-Royce Chief Wants More Cars to Fasten Sales

Rolls-Royce automaker chief Torsten Müller-Ötvös wants more cars in the brand’s range, but the very notion nearly counteracts what makes the brand so outstanding.

More than extra cars, he wants to see the brand break its life-long glass ceiling. Last year, Rolls delivered 3,538 units, which broke its former record set in 1978, but by less than a 200 vehicle margin. Nowadays, the boss is searching for a strategy to break the yet-unreached 4,000 car mark.

Müller-Ötvös made it clear that Rolls-Royce will never overtake volume deliveries, but that he does intent to grow the automaker by at least 13% it would take to break that barrier.

Actually, the brand is possibly better poised than ever to do it, at least if growth in 2011 is any indication.  Sales increased by 31% last year, thanks to huge Chinese demand, which outstripped American hunger for upper crust vehicles.

Of that demand, the biggest part of orders were for the Ghost, which is possibly why Müller-Ötvös thinks a Ghost coupe and other offshoots of the model range could make for higher sales. The issue is, Rolls-Royce customers could not be interested in having choices about their vehicles made for them. The automaker’s very nature is to provide unique customization per each unit.