CEO Today UK Awards 2021

Like many companies, Rolls-Royce had to adapt its way of working in response to the COVID-19 pandemic in 2020. Tell us a little bit about this and the way you navigated the challenges the company has faced due to the pandemic’s impact on the business. When the UK’s first nationwide lockdown was introduced in March 2020, we voluntarily suspended production to protect our employees, suppliers and their families. We did not take the decision lightly, but it was clearly the right one. At the same time, we had to adapt to having many of our staff working from home for the first time. But as I expected, people quickly adapted, bringing their customary imagination, flexibility and dedication to bear on this unique situation. On 4 May 2020, Rolls-Royce Motor Cars was the first UK automotive manufacturer to reopen, operating a single-shift production cycle. Customer handover ceremonies, with appropriate social distancing measures in place, resumed in early June and we were able to welcome clients to the Home of Rolls-Royce in Goodwood to collect their new motor car in person. By September we were able to resume full two-shift production and operate once again at pre-lockdown levels. That same month we launched our new Ghost to the world, completely virtually, in what became our most successful launch ever. Despite the challenges posed by the pandemic, demand for Ghost and all other Rolls- Royce models has developed strongly across all markets worldwide, resulting in record first quarter sales results in 2021. This reflects the long-term strength and resilience of our brand and its products. How does Rolls-RoyceMotor Cars distinguish itself from other luxury automotive manufacturers? We are uniquely close to and in touch with our clients and their requirements, to the extent that they can talk directly to me, whenever they wish, to offer feedback on their cars, the service they receive, or other aspects of our marque and business. I have always believed that, in our market, this is not something I can or should delegate to anyone else. That personal connection adds enormous value and authenticity to our relationships, which are the very essence of our offer. Our products and service both reflect and influence trends in the wider luxury market. We know customers increasingly seek true value for their money, focussing on less ostentatious displays of wealth in favour of a more mindful approach to design, materials and craftsmanship that withstand the most intense scrutiny and discreetly tell their own story. Above all, we offer patrons the opportunity to co-create their motor car with us through our Rolls-Royce Bespoke Collective. Every car we build includes bespoke elements, from subtle interior details to a completely individual commission, including coachbuilding. How has Rolls-Royce Motor Cars adapted to the new digital world while retaining its successful heritage? Our owners-only ‘Whispers’ app provides access to rare and desirable products and treasures from a range of industries, as well as the latest insights into the luxury world, as curated by our Luxury Intelligence Unit. A live video function allows patrons to communicate directly with our senior executives, designers and craftspeople; they can discuss a commission, then view their motor car progressing along our production line. What was your personal highlight for the business in 2020? I have at least two! But from a business perspective, it was the launch of Ghost. After five years in development, it was an honour to present this new motor car to the world, and the response has “Despite the challenges posed by the pandemic, demand for Ghost and all other Rolls-Royce models has developed strongly across all markets worldwide, resulting in record first quarter sales results in 2021.” 15 CEO TODAY UNITED KINGDOM AWARDS 2021 Automotive