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The “Boat Tail” bar includes Christofle signed silverware, a small double fridge and an Armand de Brignac champagne.
©AFP
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New record?
Beyond the pageantry, it is above all the price of the machine that impresses. With its $ 28 million (nearly 23 million euros), the “Boat Tail” takes over the place of the most expensive new car in Bugatti’s “Black Car” , sold for $ 18.7 million, almost 10 million less . If Rolls-Royce remains relatively discreet on the price of its vehicles, the “Sweptail” of 2017 was so far the most expensive model of the manufacturer, with its 12.8 million dollars.
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“The ‘Sweptail’ caught the attention of a few customers who wanted something similar, but even more spectacular.”
Torsten Müller-Ötvös
CEO de Rolls-Royce
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“We accepted this project four years ago. For us, it is the pinnacle of all our business at Rolls-Royce,” says CEO Torsten Müller-Ötvös, from BMW’s subsidiary headquarters at Goodwood, in southern England.
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“Customers come to us with an idea in mind , that’s exactly what happened a hundred years ago. This homecoming goes back to the “Sweptail “in 2017 when we launched the first Coachbuild unit project (“tailored” , editor’s note) of modern times. It caught the attention of a few customers who wanted something similar, but even more spectacular . We intend to continue and start over every two years “, he adds.
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Luxury cars are popular
Since the last quarter of 2020, the manufacturer has benefited from a rebound and recorded the “best quarter of his 116 years” early 2021, with “strong demand” for its star-studded sedan, the New Ghost, and its 2.6-ton SUV, the Cullinan. “The production for this year is already fully booked. The normal waiting time for a Rolls-Royce is around six months “, says the CEO of the brand.
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Luxury cars are snapping up like hot cakes, as if the super-rich wanted to regain pre-crisis fever.
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If the pandemic has increased inequalities everywhere, the boss of the manufacturer of these exclusive cars notes “that he there is a lot of money ready to be spent “. “It’s a promising global context r and I think that’s the case for the entire luxury industry. “
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Rolls-Royce is indeed not the only one to benefit from the post-coronavirus craze. Luxury cars are snapping up like hot cakes, as if the super-rich wanted to find the fever of the pre-crisis, “customers who understood that they could die tomorrow and that now is the time to enjoy life “, dixit Torsten Müller-Ötvös.
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Lamborghini, Ferrari and others
In Lamborghini , the enormous SUV Urus (around 200,000 euros) has exploded sales since its launch in 2018: 7,430 cars were sold worldwide in 2020, the Volkswagen group brand improving its 2019 record.
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Ferrari had seen its sales fall by 10% in 2020, with 9,199 cars sold, but the horse reared up again in early 2021, with sales driven by the SF90 Street , its first plug-in hybrid sports car, sold for just under 450,000 euros, and the Monza , its two-seater without windshield estimated at 1,7 million d’euros . Ferrari now has one “order book at a record level” , indicated its management in early May. The last luxury brand not to offer an SUV, it hopes to pass the 10,000 sales mark with its “Purosangue” scheduled for 2022.
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Full screen view
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The Ferrari SF90 Stradale is the first plug-in hybrid sports car, sold at 450,000 euros.
©REUTERS
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UK, Bentley (Volskwagen group) faced the crisis by laying off thousands of employees at the start of the pandemic. But the manufacturer ended up going up the slope and also recording a historic sales record for the year with more than 11,000 vehicles sold. Sales boosted by SUV Bentayga (a little less than 200,000 euros).
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If luxury brands have especially seen their sales accelerate in China, where the economy has not been paralyzed for months, as in the rest of the world.
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Equally affected in 2020, McLaren is counting on its hybrid supercar, l’Artura (230,000 euros) to revive. Aston Martin , saved from bankruptcy in early 2020, saw its sales pick up in the first quarter of 2021 with its DBX SUV.
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If these luxury brands are popular in Europe and North America, they have especially seen their sales accelerate in china , where the economy has not been paralyzed for months, as in the rest of the world . “With more and more millionaires and billionaires (Chinese) every year, this trend should continue “, concludes Felipe Munoz, expert for the firm Jato Dynamics.
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