Rolls-Royce has steadily narrowed the sales gap with Bentley, thanks in large part to its move further upmarket and the runaway success of the Cullinan.
FORMER partners Rolls-Royce and Bentley have diverged strategies today. Although Bentley sells more, Rolls-Royce is quickly catching up, thanks largely to the success of the Cullinan SUV.
If Ferrari is the benchmark for supercars, then Rolls-Royce is the absolute epitome of luxury in the automotive world, a position that has not been achieved by accident, but rather through years of smart leadership and consistency. Even with the dizzying technological advances and the emergence of new competitors, the British brand has maintained its position as the leader. But the more interesting story is told when we compare the path of this …