Rolls-Royce Taps BMW UK CEO Chris Brownridge to Replace Torsten Muller-Otvos

Rolls-Royce has announced that its long-serving CEO, Torsten Muller-Otvos, will retire on December 1st after 14 years at the helm. He will be succeeded by Chris Brownridge, who is currently the CEO of BMW UK.

Brownridge said, “I’m both honored and humbled by my new appointment. To be invited to lead this great British brand at such a pivotal moment in its long and remarkable story is an extraordinary privilege. Rolls-Royce is one of the world’s most recognized, desirable, and influential brands, and I’m keenly aware of the enormous affection and esteem in which it’s held.”

During his tenure, Muller-Otvos revitalized the Rolls-Royce brand, transforming it into a symbol of success for celebrities, athletes, and young entrepreneurs. Under his leadership, Rolls-Royce experienced substantial growth, with sales increasing from 1,000 cars in 2010 to over 6,000 in the last year. The brand also attracted a younger demographic, with the average age of a Rolls-Royce buyer decreasing from 56 to 43 and one in five buyers now being a celebrity.

Muller-Otvos attributed the brand’s resurgence to the introduction of sleek models like the Wraith and innovative design concepts like Black Badge. He also played a pivotal role in Rolls-Royce’s transition into the electric vehicle market with the successful launch of the fully electric Rolls-Royce Spectre, which is already sold out in the U.S. through 2025 despite its high price tag.

Looking ahead, the challenge for Rolls-Royce will be maintaining its appeal and strong sales in the face of potential economic downturns, particularly in its largest market, the U.S. While demand and orders remain strong, the company is cautious about potential market corrections.

Muller-Otvos is now the longest-serving CEO of Rolls-Royce since Claude Johnson, who held the position from 1904 to 1926. When Muller-Otvos took over, Rolls-Royce was primarily associated with an aging elite clientele. However, he recognized the changing landscape of wealth, particularly with the rise of tech wealth, and embarked on a mission to attract a younger and more diverse consumer base.

Under his leadership, Rolls-Royce introduced models like the Wraith, Dawn convertible, and Cullinan SUV, which were designed for the wealthy to drive themselves. He also introduced the Black Badge line, known for higher performance and a distinctive all-black color scheme. The Bespoke program, which allowed customers to customize their cars extensively, further increased the brand’s appeal and profit margins.

As a result of these efforts, the average sale price of a Rolls-Royce doubled during Muller-Otvos’s tenure, reaching approximately 500,000 euros ($527,000). The Bespoke program, in particular, contributed to this increase, as it allowed each Rolls-Royce to carry its owner’s unique signature and story, appealing to clients who sought personalized luxury.

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