Rolls-Royce ‘Ghosts’ Its Way Through Pandemic

Wed 2nd Sep 2020

Despite the global automotive industry seemingly on the edge of collapse, the boss of one of the world’s most luxurious brands, Rolls-Royce, has made bold claims that the luxury car market is buoyant.

Speaking at the launch of the new Rolls-Royce Ghost, Torsten Müller-Ötvös the company’s chief executive has said that the company is looking strong for 2021, across all key markets.

Rolls-Royce was one of the first automotive manufacturers to return to the production line, sending workers back to their factory in the UK on May 4th, well ahead of many other companies.

"We see a very fruitful business now coming back from Asia, also Europe is coming back on track, the Americas just delivered an excellent July result and August result," the boss of the BMW-owned Rolls-Royce Motor Cars told Reuters.

"I am quite optimistic looking into 2021, particularly on the back of a very strong order bank we have already on our books."

The new £250,000 Ghost was launched this week to the ultra-executive end of the market, with Müller-Ötvös claiming that the company’s clientele are not ostentatious, unlike some other premium car brands.

He said: “In today's world where many people are seeking increased simplicity, refinement and restraint – a post opulent world – new Ghost fits perfectly with the zeitgeist of our times.

“New Ghost is the very essence of Rolls-Royce. It whispers, it doesn't shout. It is less, but better.”

Meanwhile the Rolls-Royce boss has also committed the company to remaining in their spiritual home of the United Kingdom, regardless of whatever Brexit brings. 

"We are committed to Britain. I would even call us being part of the British industrial crown jewels," he said. "For that reason, Rolls-Royce belongs to Britain."