Despite the pandemic, despite the global irritation of microchip shortages and supply chain snarls for the rest of the industry, it's been a very good year for Rolls-Royce.
CEO Torsten Müller-Ötvös says that since September 2020, orders and production have been "flying." The BMW Group subsidiary has been unaffected by the semiconductor shortage because its parent has given the low-volume British brand's high-margin models priority when it comes to chips. As a result, Rolls-Royce is on pace to top its global sales record of 5,152 vehicles set in 2019.
Müller-Ötvös, 61, says Rolls-Royce has increased revenue per vehicle by emphasizing personalization. In addition, Rolls this year added a bespoke program called Coachbuild that will offer limited-edition multimillion-dollar models every other year.