Rolls-Royce had a record year in 2021, which is awesome. Good on them. And good for you if you bought one of the 5,586 vehicles they sold. This is actually their best year on record, the best result in 117 years. But when you look deeply at what this actually entails, I think there are reasons to be worried.
First of all, most of these sales came from the U.S. and China and the Asia-Pacific region, by which they mean Saudi Arabia, UAE, Bahrain and Qatar. Anything missing? Europe is lagging behind, no one can afford a Rolls-Royce around here. No surprise, automakers have gradually been fleeing Europe. People can’t afford anything apart from SUVs.
The second thing that worries me is that Rolls-Royce having a great year makes them the exception, not the rule. Automakers have been struggling like mad, partly because of the semiconductor chip crisis, but also because of insane legislation that forces them to spend billions on new technologies much faster than they normally would, and that, for now, really doesn’t apply to manufacturers like Rolls-Royce because they simply don’t make that many cars.
I gotta be honest, I’m not bullish when it comes to car segment. Luxury brands will do fine, but everyone else is looking at some pretty gloomy days ahead. I hope I’m wrong.
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