Luxury car buyers don’t know the problem. Rolls-Royce sold more cars last year than at any time since the iconic British brand was founded in 1904. And things are only getting better for 2022.
The crisis knows many losers, but also some winners. And the big winners are luxury goods manufacturers. It starts with yachts, the most expensive products that one can buy today – the main shipyards of the world are full of orders – and up to exclusive watches: In 2021, Rolex had a turnover of more than eight billion Swiss francs.
A man whose company is also benefiting from the crisis provided an explanation for this situation: Torsten Müller-Ötvös, head of the British luxury car brand Rolls-Royce. “Many people have seen their fellow citizens die from Covid,” the native German said in an interview with the “Financial Times” in January this year. And that reminded him that life is short and it is better to live now than to postpone until later. “That also helped Rolls-Royce’s sales significantly,” believes Müller-Ötvös. After all, nobody wants to be the richest man in the grave, to quote Steve Jobs.