In full-year 2024, Rolls-Royce worldwide sales were 5% lower with 5,712 global deliveries. Bespoke sales were up.

In 2024, Rolls-Royce delivered 5,712 cars worldwide — a 5% decrease from the record 6,032 Rolls-Royces delivered in 2023. The 2024 sales were the third highest on record for Rolls-Royce.
Rolls-Royce Sales and Top Models Worldwide in 2024
The best-selling Rolls-Royce models worldwide in 2024 were the Cullinan, Spectre, and the Ghost.
Spectre was the most requested Rolls-Royce model in Europe last year and the second most demanded globally, with clients around the world confirming it amplifies the attributes for which the marque is most renowned: silence, ‘waftability’ and the unique ‘magic-carpet ride’ experience.
Phantom, the marque’s flagship, retained its status as the ultimate and rarest Rolls-Royce. Phantom will celebrate its centenary in 2025.
Rolls-Royce Sales by Global Region or Country in 2024
North America and Europe were again the most important global regions for Rolls-Royce sales in 2024 but the Middle East was the top market for Bespoke models.
In 2024, North America was Rolls-Royce Motor Cars’ largest sales region, measured by the number of motor cars handed over to clients. Several regions, including the Middle East & Africa, Europe, and Asia Pacific, achieved record sales.
In China, the marque responded to sustained demand for Bespoke from its dealer partners, reflecting a continuous increase in younger clientele engaging with Rolls-Royce Motor Cars and its unique and highly personalized experience. This is most clearly evidenced at the Private Office in Shanghai, which opened in 2023, demonstrating the marque’s ongoing commitment to the region.
In 2024, Rolls-Royce also benefited from smaller but fast-growing markets, including Malaysia, Thailand, and the Netherlands. The UAE, Germany, and Japan, all large and well-established markets for Rolls-Royce Motor Cars, were among a number of countries that achieved record sales in 2024.
Rolls-Royce Motor Cars’ Bespoke offering reached record levels in 2024. Bespoke content value increased 10% on average per motor car year-on-year, reaching the highest level in the company’s history. The Middle East was the largest Bespoke region by average value per motor car, closely followed by North America and Europe.
Global Worldwide Car Sales by Brand in 2024 (Full Year)
- → Global Worldwide Car sales by Brand in 2024, 2023, 2022, 2021, 2020
- → USA Car Sales by Brand in 2024, 2023, 2022, 2021, 2020, 2019, and 2018
Global worldwide sales by brand in 2024:
- Alpine
- Audi
- BMW
- BYD
- Cupra (Seat)
- Lexus
- Mazda
- Mercedes-Benz
- Mini (BMW)
- Nissan
- Porsche
- Renault Group
- Rolls-Royce (BMW)
- Seat
- Skoda
- Tesla
- Toyota (incl. Daihatsu, Hino, Lexus)
- Volkswagen Group
- Volkswagen Group Electric Cars
- Volvo
*NOTE: Car sales as reported by the respective car brands. “Sales” often refers to deliveries rather than sales and final registrations by the end consumer. Definitions may vary.
About Rolls-Royce Motor Cars
Rolls-Royce Motor Cars is a wholly-owned subsidiary of the BMW Group and is a completely separate company from Rolls-Royce plc, the manufacturer of aircraft engines and propulsion systems.
Rolls-Royce Motor Cars has announced an investment exceeding £300 million to extend its manufacturing facility at Goodwood. This is the next step in the company’s commitment to creating value for clients by handcrafting the most complex, personal, and valuable luxury goods while providing an unparalleled client experience. The marque’s 2024 performance – a record year for Bespoke and the third-best sales result in the company’s history – confirms the success of this approach.
The extension will create additional space for the increasingly complex and high-value Bespoke and Coachbuild projects sought by clients who define luxury as something deeply personal to them. It will also ready the manufacturing facility for the marque’s transition to an all-battery electric vehicle (BEV) future.
This £300+ million investment is the single largest injection of capital since the plant opened on 1 January 2003. Then, it employed around 300 people and produced just one motor car a day. Although the Goodwood manufacturing plant has undergone significant internal changes over the past 20 years, the building itself has remained largely unchanged, while staff numbers have since increased more than eightfold, and the marque now produces up to 28 motor cars a day.
More than 2,500 individuals are now employed at the Home of Rolls-Royce at Goodwood – including many highly skilled manufacturing and craft specialists – as well as around 7,500 people in the company’s wider UK supply chain. In 2023, an independent study by the London School of Economics (LSE) demonstrated that Rolls-Royce Motor Cars contributes around half a billion pounds to the UK economy every year, as a leading representative of ‘UK PLC’.
Planning permission to extend the Home of Rolls-Royce was granted in 2024. Fittingly, this milestone was achieved during the year in which Rolls-Royce celebrated the 120th anniversary of the first meeting between its co-founders, The Hon. Charles Stewart Rolls and Henry (later Sir Henry) Royce, on 4 May 1904. Site preparation and landscaping work is now underway.