Rolls-Royce reported a significant decline in sales for the third quarter of 2024, delivering 1,069 vehicles globally. This figure represents an 18% drop compared to the 1,304 units sold during the same period in 2023.
For the first nine months of the year, the brand delivered 3,592 vehicles, down 12.4% from the 4,100 units recorded in the previous year. This performance marks the largest decline among all automotive brands within the BMW Group.
In comparison, the BMW brand saw a 6.4% decrease in deliveries to 1,483,963 units, while the MINI brand achieved a 6.8% growth, reaching 220,247 units. Rolls-Royce remains the group's weakest performer in terms of sales volume growth.
To address the downturn, Rolls-Royce plans to introduce a pure electric SUV in 2027 to expand its customer base beyond the V12-powered Cullinan. However, the company expects the new model to fully impact sales figures only by 2028.
The brand also faces potential market pressure from Alpina, which BMW has repositioned as an independent sub-brand. Although positioned between standard BMW models and Rolls-Royce, Alpina may compete for the same affluent customer segment.
