Latest news with #JonColbeth
Auto Blog
2 days ago
- Automotive
- Auto Blog
Rolls-Royce Wants to Focus on Exclusivity and Brand Heritage Over Production Numbers
Instead, it is investing more on a money-making program that other luxury automakers are doubling down on. Rolls-Royce isn't like everyone else Growing sales numbers and volume are the name of the game for some of the most popular automakers like Toyota, Volkswagen, and Ford, but lately, even some of the most venerable names making premium cars have been ramping up their output. In recent years, luxury powerhouses like BMW and Mercedes, and even exotic brands like Lamborghini, have grown their lineups to ramp up their annual sales with a broad stream of eager, new customers seeking a ride on the wave of prestige of their badge. However, one of the most illustrious luxury car brands, Rolls-Royce, is bucking the trend. 0:02 / 0:09 Walmart is selling a 'heavy duty' $89 step ladder for $48, and shoppers say it's 'sturdy and secure' Watch More Rolls-Royce Ghost Series II Black Badge — Source: Rolls-Royce Exclusivity is the name of the game In a recent interview with American broadcaster ABC, the newly appointed president of Rolls-Royce North America, Jon Colbeth, said that the phenomenon of luxury automakers chasing volumes is a 'race to the bottom,' that puts their brand's image in jeopardy. 'There are plenty of manufacturers with very expensive cars out there with full showrooms right now,' Colbeth said. 'We want to invest in the brand, we want to continue investing in the brand, but we want to grow it with bespoke.' In lieu of chasing volume, Rolls sees its Bespoke service as a new driver of its business. By ordering a bespoke car from Rolls-Royce, deep-pocketed clients forgo the showroom in favor of 'Private Offices,' where they can commission unique vehicles with personalized paint colors, special materials, and other 'wishes' to be granted for the right price. In his words, Colbeth explained that 'If somebody is going to buy a new Rolls-Royce, they want to make sure it's their Rolls-Royce. The only way to do that is to personalize it.' Source: Rolls-Royce Rolls is investing $370 million to expand its plant in Goodwood, England, to aid the program. In a statement released during its announcement in May 2024, CEO Chris Brownridge revealed that the upgrades will help the company with bottlenecks in the current production process. For instance, upgrades to the paint shop will help it apply two-tone color schemes on more cars. Despite this, Rolls and Colbeth have no intention of increasing production numbers or even promoting their cars with celebrity faces. They note that the 'brand speaks for itself,' and clients don't buy Rolls-Royces 'because a celebrity is driving it.' Autoblog Newsletter Autoblog brings you car news; expert reviews and exciting pictures and video. Research and compare vehicles, too. Sign up or sign in with Google Facebook Microsoft Apple By signing up I agree to the Terms of Use and acknowledge that I have read the Privacy Policy . You may unsubscribe from email communication at anytime. 'We don't want to be the car for everybody,' Colbeth told ABC. 'It's not what we're about. We're investing $370 million in our [U.K.] plant extension without making more vehicles. What brand does that? Our focus is adding bespoke capacity and allowing each commission to be more special for clients.' Rolls-Royce Phantom — Source: Rolls-Royce Although the brand managed to move 5,712 vehicles last year amid the introduction of new models like the Spectre EV and an updated Cullinan SUV, Colbeth maintains that no matter which vehicles they choose, new clients join the Rolls-Royce 'family and everything that comes along with it.' 'We need to grow the future of Rolls-Royce. We've been around for 120 years … and we're going to be around for a long time. We're stewards of the brands. Our responsibility is to cherish it.' Final thoughts Personalization and luxury goods go hand-in-hand. Parisian fashion ateliers Louis Vuitton and Goyard offer hand-painted monograms on their items, and shirtmakers from Brooks Brothers to Eton offer their customers the opportunity to add their initials to their white shirts in various fonts and colored threads. Going back to cars, Rolls-Royce is not alone in making boatloads of money from programs similar to its bespoke program. Ferrari has the Tailor Made and Atelier programs, Porsche has Sunderwunsch ('special wishes'), and even Maserati has an in-house customization program called the 'Officine Fuoriserie Maserati,' or 'Office Out of Series Maserati.' In 2024, Ferrari sold just 13,752 vehicles but grossed around €1.3 billion ($1.35 billion) from personalization last year, accounting for about a fifth of overall revenues at the prancing horse. Taste may be subjective, but the freedom that ultra-luxury automakers let clients customize their vehicles proves there is money to be made. About the Author James Ochoa View Profile
Miami Herald
2 days ago
- Automotive
- Miami Herald
Rolls-Royce Wants to Focus on Exclusivity and Brand Heritage Over Production Numbers
Growing sales numbers and volume are the name of the game for some of the most popular automakers like Toyota, Volkswagen, and Ford, but lately, even some of the most venerable names making premium cars have been ramping up their output. In recent years, luxury powerhouses like BMW and Mercedes, and even exotic brands like Lamborghini, have grown their lineups to ramp up their annual sales with a broad stream of eager, new customers seeking a ride on the wave of prestige of their badge. However, one of the most illustrious luxury car brands, Rolls-Royce, is bucking the trend. In a recent interview with American broadcaster ABC, the newly appointed president of Rolls-Royce North America, Jon Colbeth, said that the phenomenon of luxury automakers chasing volumes is a "race to the bottom," that puts their brand's image in jeopardy. "There are plenty of manufacturers with very expensive cars out there with full showrooms right now," Colbeth said. "We want to invest in the brand, we want to continue investing in the brand, but we want to grow it with bespoke." In lieu of chasing volume, Rolls sees its Bespoke service as a new driver of its business. By ordering a bespoke car from Rolls-Royce, deep-pocketed clients forgo the showroom in favor of "Private Offices," where they can commission unique vehicles with personalized paint colors, special materials, and other "wishes" to be granted for the right price. In his words, Colbeth explained that "If somebody is going to buy a new Rolls-Royce, they want to make sure it's their Rolls-Royce. The only way to do that is to personalize it." Rolls is investing $370 million to expand its plant in Goodwood, England, to aid the program. In a statement released during its announcement in May 2024, CEO Chris Brownridge revealed that the upgrades will help the company with bottlenecks in the current production process. For instance, upgrades to the paint shop will help it apply two-tone color schemes on more cars. Despite this, Rolls and Colbeth have no intention of increasing production numbers or even promoting their cars with celebrity faces. They note that the "brand speaks for itself," and clients don't buy Rolls-Royces "because a celebrity is driving it." "We don't want to be the car for everybody," Colbeth told ABC. "It's not what we're about. We're investing $370 million in our [U.K.] plant extension without making more vehicles. What brand does that? Our focus is adding bespoke capacity and allowing each commission to be more special for clients." Although the brand managed to move 5,712 vehicles last year amid the introduction of new models like the Spectre EV and an updated Cullinan SUV, Colbeth maintains that no matter which vehicles they choose, new clients join the Rolls-Royce "family and everything that comes along with it." "We need to grow the future of Rolls-Royce. We've been around for 120 years ... and we're going to be around for a long time. We're stewards of the brands. Our responsibility is to cherish it." Personalization and luxury goods go hand-in-hand. Parisian fashion ateliers Louis Vuitton and Goyard offer hand-painted monograms on their items, and shirtmakers from Brooks Brothers to Eton offer their customers the opportunity to add their initials to their white shirts in various fonts and colored threads. Going back to cars, Rolls-Royce is not alone in making boatloads of money from programs similar to its bespoke program. Ferrari has the Tailor Made and Atelier programs, Porsche has Sunderwunsch ('special wishes'), and even Maserati has an in-house customization program called the "Officine Fuoriserie Maserati," or "Office Out of Series Maserati." In 2024, Ferrari sold just 13,752 vehicles but grossed around €1.3 billion ($1.35 billion) from personalization last year, accounting for about a fifth of overall revenues at the prancing horse. Taste may be subjective, but the freedom that ultra-luxury automakers let clients customize their vehicles proves there is money to be made. Copyright 2025 The Arena Group, Inc. All Rights Reserved.
Forbes
3 days ago
- Automotive
- Forbes
Rolls-Royce Celebrates 100 Years Of Craftsmanship In Colorado Springs
Colorado Springs isn't Paris or London, but for one slow, high-altitude week, it crackled with elegance and low-octane nostalgia as Rolls-Royce Motor Cars North America hosted the 2025 Owners' Club Annual Meet. Rolls-Royce Ghost series RR Over 75 motorcars showed up—each one a nod to the past or a wink from the future—drawing a line from the original Silver Ghosts to the gleaming beasts of today. For one glittery, immaculate week, it became the holy ground for chrome, leather, and the low, slow hum of a century's worth of Rolls-Royces They came from all corners, these Ghosts and Phantoms, to celebrate something no one dares say out loud anymore: permanence. Rolls-Royce 100th birthday gathering RR The Ghost Series II and Cullinan Series II made their first North American showing, parked in reverence beside their ancestors. A 2025 Phantom, the eighth in its bloodline, stood regally beside a Phantom I and Phantom III, like an oil painting brought to life. You didn't need a museum in this case. The museum was right in front of you. 'Seventy percent of Rolls-Royce commissions are still on the road,' said Jon Colbeth, President & CEO of Rolls-Royce Motor Cars North America in a statement. 'That's not luck. That's legacy.' A vintage Rolls-Royce RR The new Ghost, with its 6.75-liter twin-turbo V12, satellite-aided transmission, and Planar Suspension System, glides like it knows where it's going—even if you don't. Inside, it's stitched with 2.2 million threads and a Spirit of Ecstasy clock ticking in a hush. Meanwhile, the Cullinan Series II rolled in with 23-inch wheels and a glowing fascia of city lights, claiming SUV dominance without ever raising its voice. They're machines, sure. But they're also monuments. Rolls-Royce 100-year anniversary RR The Phantom, now 100 years old, wasn't just a car on display—it was an altar. This wasn't a dealership display, luring possible new customers. From Charles Rolls and Henry Royce in 1904 to these tech-rich titans today, the message hasn't changed - this is the top. Even a ride to the supermarket is an event. You could feel it in the dry mountain air—that quiet hum of purpose, of time passing through a V12. Each car a cathedral. Despite being slightly under the weather at this gathering, two rides knocked me out of the proverbial park during a quick ride up to (almost) the top of Pikes Peak. 2025 Rolls-Royce gathering RR It may, of course, seem childish, but 'I liked the purple one.' The Cullinan, that is. We took a spirited drive up the mountain, stepping on the corners where safe and waving at the folks in their Jeeps and 4Runners by the side of the road, who gaped. The drive was only 15 minutes, but wow. Here are some things to know about both rides. One doesn't want to dwell on price, but at the same time it's what people want to know, so here it is. 2025 RR Cullinan RR 2025 Rolls-Royce Cullinan (The Purple One) Total MSRP (with options): $572,550 Gas Guzzler Tax: $2,600 Engine: 6.75L V12 twin-turbocharged Transmission: 8-speed automatic w/ Satellite Aided Transmission Fuel Economy: 14 mpg combined (12 city / 19 hwy) Main Color: Twilight Purple — $48,075 23-inch Part-Polished Wheels — $13,100 Shooting Star Headliner — $4,725 Rear Massage Seats — $8,550 Rear Ventilated Seats — $2,125 Heated Passenger Surround — $3,850 Rear Theatre Configuration — $8,975 Rolls-Royce Bespoke Audio System — $13,100 Picnic Tables — $4,150 Fixed Rear Center Console — $4,600 Coloured Instrument Dials (Amethyst Purple) — $3,725 Duality Twill Fabric (Lilac) — $1,325 Dynamic Bespoke Clock — $4,600 Illuminated Fascia — $17,000 Extended Veneers, Veneered Steering Spokes — $8,600 total Thicker Two-Tone Steering Wheel (Tailored Purple) — $3,500 Signature Key (Tailored Purple) — $1,225 I didn't get behind the wheel of the other Rolls I saw that knocked me out - the Ghost Black Badge - but I did ride in the back. The entire inside was a bright, vivid blue, as blue as Sinatra's eyes except a bit more 'brightness and saturation.' It was the perfect balance of deep, rich color, but not sickly sweet. 2025 Rolls-Royce Ghost JMax 2025 Rolls-Royce Ghost Black Badge – Key Highlights Total MSRP (with options): $533,925 Gas Guzzler Tax: $2,600 Fuel Economy: 14 mpg combined (12 city / 19 hwy) Engine: 6.75L V12 twin-turbocharged Transmission: 8-speed automatic with Satellite Aided Shifting Main Color: Galileo Blue (Special Order) Cost of Paint Alone: $11,175 Black Brake Calipers: $1,800 Single Coachline (Black): $2,050 Shooting Star Headliner ($4,800) Contrast Seat Piping (Charles Blue) Central Cool Chamber (Refrigerated console) Illuminated Black Badge Treadplates ($2,750) Rolls-Royce Bespoke Audio System ($11,425) 2025 Rolls-Royce Ghost Interior RR Happy birthday, Rolls-Royce.
6 days ago
- Automotive
'Race to the bottom': Why Rolls-Royce is not chasing volume like its competitors
It's not an easy time to sell cars. Tariffs, recession chatter, political uncertainty -- these factors are upending the sales environment for mainstream and luxury automakers alike. Jon Colbeth, the newly appointed president of Rolls-Royce North America, recognizes these hurdles. He's making a point to reach out to the brand's new and longtime customers to make them feel like family. Every day he checks the company's Whispers app, where owners can connect with each other and yes, message Colbeth at all hours of the day. The app, which launched right before the pandemic, is a "digital extension to the Rolls-Royce marque," according to Rolls executives. "There's probably not many brands where you can pick up your phone and in an instant message the CEO of the company," Colbeth told ABC News. "I respond to all the requests -- I try to get back very quickly. [Clients] like that personal access." Rolls-Royce is in the process of expanding its footprint in Goodwood, England, the location of the brand's global headquarters and factory. The company sold 5,712 vehicles last year, its third-best annual sales result. Colbeth explained that the company is quite content with smaller sales than other top automakers, such as Ferrari and Lamborghini. "Our customers like the fact that we're not going to start chasing volume," he said. Colbeth opened up about his goals for the brand, especially in the U.S., "maintaining the pinnacle of luxury" and why knobs and buttons are more important than ever. The interview below has been edited. Q: What are you hearing from customers? What do they want from the brand right now? A: We've seen a big push toward individuality and bespoke over the last few years, especially with the launch of our Private Office. Clients want their own unique commission. Q: The seems to be an emerging trend of showcasing a brand's logo on a vehicle, such as the hood, which Mercedes-Maybach has done with its SL convertible. Is this something Rolls would consider? A: No. Whether it's our vehicles or it's our accessories, it's more understated. If you look at any of the products we're coming out with, you're not going to see the Rolls-Royce logo plastered over everything. Q: Your predecessor put a lot of effort into attracting a younger clientele and it worked for the brand. What's your focus? A: That will continue. We're looking at different experiences with [clients]. We're always bringing new clients into the brand. When they join Rolls-Royce, they're joining our family and everything that comes along with it. We need to grow the future of Rolls-Royce. We've been around for 120 years ... and we're going to be around for a long time. We're stewards of the brands. Our responsibility is to cherish it. Q: How important are celebrities for branding and marketing? A: We're not a celebrity-based business. We're not going out there and paying a celebrity a significant amount of money to drive a Rolls-Royce. The brand speaks for itself. People are not buying our cars because a celebrity is driving it. We don't want to be the car for everybody. It's not what we're about. We're investing $370 million in our [U.K.] plant extension without making more vehicles. What brand does that? Our focus is adding bespoke capacity and allowing each commission to be more special for clients. Q: What's demand been like for the all-electric Spectre? Are customers still trading in their Teslas for a Spectre? A: It's reaching more of a stabilization phase. I haven't met one customer yet whose driven that car and didn't love it. Spectre is a Rolls-Royce first. It just happens to have an electric drivetrain in it. Q: What's inventory like at U.S. dealers? A: It depends on the dealer. There's probably some inventory out there. Our goal is not to store a lot of inventory. We want the vehicles to be special to our clients. Our customers understand they may have to wait to get what they want. Q: What's demand like for pre-owned Rolls-Royces? A: We've seen an increase in demand this year for pre-owned Rolls-Royces. That's a really important segment to us. That's almost the springboard into a new one. Q: What has Rolls-Royce told customers about pricing related to the tariffs? A: Right now we have price protected everything through the end of June. That's where we're at right now. The most important thing is providing stability to our clients. We've had a relatively cautious approach [toward the tariffs]. The worst thing you can do is make rash decisions that are tough to unwind. Q: As you mentioned, the company is making a huge investment at the Goodwood headquarters. Why not build more cars to boost the bottom line? A: Our customers like the fact that we're not going to start chasing volume. That's not our business model. Once the company starts going after 10,000 cars, then it's 15,000 cars. Then what happens is you expand the plant, now you have to fill it. You have to keep that plant moving. It's a race to the bottom. There are plenty of manufacturers with very expensive cars out there with full showrooms right now. We want to invest in the brand, we want to continue investing in the brand, but we want to grow it with bespoke. If somebody is going to buy a new Rolls-Royce, they want to make sure it's their Rolls-Royce. The only way to do that is to personalize it. A: Our clients love being able to touch the knobs and interact with them. They love when the vents get humidity on them from the AC. Our cars will advance from a technical perspective internally. Once you become too futuristic and this trend with big screens -- it takes away from the client experience a little bit. I would doubt we would see that trend anytime soon.
