Rolls-Royce Deliveries Drop 18% in Third Quarter as Brand Prioritizes Profit

Rolls-Royce delivered 1,069 vehicles worldwide in the third quarter of 2026, 18% fewer than the 1,304 vehicles delivered in July–September 2025. This is the sharpest decline among the BMW Group's brands both for the quarter and year to date, and it stands out against the group's overall results.

Year to date, as of the end of September, the brand has delivered 3,592 vehicles, 12.4% fewer than in the same period last year. In absolute terms, the difference is 508 vehicles. By comparison, BMW reduced sales by 6.4% over nine months, while MINI, on the contrary, gained 6.8%. Thus, compared with the group's other two brands, Rolls-Royce shows the deepest drop.

According to the publication, the company is deliberately prioritizing profitability over sales volume. This approach means Rolls-Royce is willing to accept lower deliveries in order to preserve the high value of each car and the exclusivity of the brand. A business model built on limited production implies that sales figures will trail mass-market manufacturers, even when the brand remains profitable.

To restore growth, the company plans to launch an electric SUV in 2027. It is expected that the new model will begin to noticeably boost sales around 2028, several years after its launch. Until then, the brand will rely on its existing lineup, in which the V12 engine remains the main symbol.

The V12 engine remains an exclusive prerogative of Rolls-Royce: no such engines are planned for BMW or ALPINA. This is an important distinction, as it sets the brand apart from competitors and supports its status. In addition, reports indicate that the average age of Rolls-Royce buyers is declining and approaching 40, which points to a shift in the customer base toward younger affluent owners.

Among other changes within the group, ALPINA's return as an independent BMW sub-brand this year is notable. It is positioned between BMW and Rolls-Royce. The extent of any overlap with it among affluent buyers is still unclear, and the impact can only be fully assessed after the 7 Series G72 appears. For now, the question of how much ALPINA will draw customers away from Rolls-Royce remains open.

Against this backdrop, China's BYD presented the Altior electric ultra-luxury limousine through its premium brand Yangwang, designed to compete with the Phantom. The vehicle is 5.6 meters long with a 3.5-meter wheelbase, seats four, and features a four-motor powertrain. The claimed range exceeds 621 miles on the Chinese CLTC cycle. A possible entry of Yangwang into the European market is expected around 2028, but the inclusion of the Altior in the European program has not yet been confirmed. The company has not yet published the full technical specifications of the model, so comparisons with the Phantom on most parameters remain preliminary.

Source: bmwblog.com

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Edward Beaumont

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Edward Beaumont covers public affairs, politics, business, culture and daily news for Nobel. The role focuses on verification, context, and clear explanations for readers.

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