BERLIN (Bloomberg) -- Rolls-Royce plans to expand the Ghost model line to help the ultraluxury nameplate double unit sales.
“I'm quite confident that we're going to see a Ghost derivative to come,” Rolls-Royce CEO Torsten Mueller-Oetvoes said in an interview at the carmaker's headquarters in Goodwood, England. “There's still a lot of potential in the market” for a less formal Rolls model.
The $245,000 Ghost, which went on sale last year, is Rolls-Royce's second product line after the Phantom, which starts at $380,000.
Even with its cheaper price tag, the smaller model, which is 5400mm (17.7 feet) in length, will boost operating profit, Mueller-Oetvoes said.
The Ghost has spurred growth for the exclusive marque after the financial crisis depressed sales 17 percent in 2009.
Rolls-Royce delivered 1,467 cars through August, already surpassing the record since BMW took over in 1998 of 1,212 cars sold in all of 2008. The company aims to sell at least 2,000 cars in 2010, after delivering 1,002 last year.
“Rolls-Royce has always been a really super premium brand and BMW has kept them at the top of the market,” said Jonathan Poskitt, a UK-based analyst at J.D. Power and Associates. “The rich are still rich, and that end of the market is driven in some sense by what models are available.”
Rolls-Royce's factory, which occupies a corner of the aristocratic estate that hosts the annual Festival of Speed motoring event, currently produces about 12 Ghosts a day and 3 Phantoms, spokesman Andrew Ball said.
Rolls-Royce, which competes with Volkswagen AG's Bentley and Daimler AG's Maybach, is known for its hand-craftsmanship and what enthusiasts call a “magic carpet” ride because of the car's smooth on-the-road handling.