Rolls-Royce revs up custom cars for rich as EV demand drops


Rolls-Royce — the top luxury-car maker based on average pricing excluding low-volume sportscar brands — isn’t an ordinary automaker, representing, alongside the likes of Ferrari NV and Bentley, more of a luxury lifestyle rather than a means of transportation. Owned by Germany’s BMW AG, it only sends a vehicle down the production line once someone places an order, usually customized to taste. The manufacturer, in line with its parent’s strategy, can make EV and V12 models on the same line, and typically churns out one car every 32 minutes (compared with roughly a half minute elsewhere for mass manufacturers).



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