PARIS – The global rebound from the coronavirus pandemic is revving luxury carmakers’ sales to never-before-seen heights, as order books at the likes of Lamborghini, Ferrari and Rolls-Royce burst with demand from the world’s wealthy.
Just like regular earners around the world, the richest cut back on consumption in 2020, with “double-digit” falls in sales for makers of the most coveted vehicles, said Felipe Munoz of market research firm Jato Dynamics.
However, “customers for these cars were not as exposed as others” to the crisis’ financial fallout, he said.
For the wealthy, “most of the problem was that they couldn’t get out of their houses”.
“They postponed their purchases.”
The rebound for exclusive cars was already under way in the final quarter of 2020 as the rich reached for their platinum credit cards again, cushioning the pandemic blow in comparison to mass-market manufacturers.
Annual sales last year at the Volkswagen-owned Lamborghini sped past their 2019 record to 7,430 vehicles, driven by the Italian manufacturer’s hefty Urus SUV clocking in at around €200,000 (RM1 million).
Closed factories meant sales at Ferrari tumbled 10% last year, to 9,119 units.
But, bosses said the black-horse brand now has an “order book at record levels”, powered by the €450,000 SF90 Stradale – the carmaker’s first plug-in hybrid – as well as the windscreen-free, two-seater Monza, believed to cost around €1.7 million.
Ferrari hopes to top the 10,000-unit mark next year, when it becomes the final luxury producer to offer an SUV with the Purosangue.
‘Time to enjoy life’
“The luxury market still has very specific rules and customers,” said Deloitte car industry analyst Guillaume Crunelle.
“Behaviour is much more linked to personal situations, how their wealth is developing, rather than market trends.”
After a year with less consumption, “there is quite some money around to be spent”, Rolls-Royce chief executive Torsten Muller-Otvos told AFP.
Nevertheless, the BMW subsidiary’s boss also sees the after-effects of the pandemic in people’s buying patterns.
Quite a lot of our clients said Covid-19 taught them that life can end easily tomorrow, and now is time to enjoy your life.”
This week, the historic British brand launched a yacht-inspired model, the Boat Tail, of which it has so far built just three units – and will not reveal the price.
Muller-Otvos said the new car is “much more refined” than its last custom build, the Sweptail, which cost in the region of US$13 million (RM53.7 million).
Going to China
Rolls-Royce’s one-offs notwithstanding, most of even among the priciest manufacturers have swept along in trends like the unstoppable march of the SUV – and an environment-conscious turn to electrification, said Crunelle.
Jato Dynamics’ analysis showed that sports cars made up just 5% of luxury sales last year, while SUVs’ market share outpaced coupes for the first time.
In Britain, Bentley and McLaren laid off thousands of workers as the virus outbreak began – only for Bentley to book record sales of 11,000 units driven by the €200,000 Bentayga SUV.
Rolls-Royce saw its best-ever quarter in early 2021, powered by its New Ghost coupe and the 2.6-tonne, €350,000 Cullinan SUV – the most expensive on the market.
And, James Bond favourite Aston Martin has returned from the brink of bankruptcy with its almost equally chunky DBX.
Looking ahead, “production for this year is fully booked”, said Muller-Otvos.
Europe and North America remain solid markets for luxury brands, but China is where most of the growth can be found.
“It’s the world’s top region for wealth-building, and cars are still a very potent mark of status,” said Crunelle.
Munoz predicted that “with more and more millionaires and billionaires (in China) each year, the trend is likely to continue”. – AFP, May 30, 2021
