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Rolls-Royce’s wealthiest customers are not retreating from new commissions despite turbulent stock trading and persistent economic concerns, according to the luxury carmaker’s top North American executive. Nick Keen says clients remain largely insulated from the market instability unsettling other buyers.

Asked at the Wynn Concours in Las Vegas whether clients were hesitating, Keen answered: "Honestly, no," before adding, "I think what we see is that our clients are quite protected from some of these instances."

Money is not necessarily the central concern. Keen said customers are instead considering how a purchase might look at a particular moment, even when they have the financial capacity to proceed.

"What we see is, is it the right time for me now, not financially, but is the perception of the right thing for me to be doing this at the moment," he said.

Lengthy production schedules also help sustain demand because heavily personalized Rolls-Royce cars can require considerable time to complete. Keen said that gives markets an opportunity "to right itself by the time it comes."

Keen, who became head of the North American business on July 1 after joining the brand in 2015, described US conditions as resilient. "For us in the US, we're seeing it still is fairly buoyant," he said. "We're seeing sustainable growth."

Conditions are less favorable elsewhere. Keen said, "The Middle East has been troubling at the moment because of what's been happening," while China "remains an area that all of luxury is kind of struggling with."

Rolls-Royce does not disclose US sales separately, although the Americas remains its largest region. The company, which is owned by BMW, delivered 5,664 vehicles globally in 2025, a decline of 0.8% from the previous year.

Within the United States, Keen identified Florida as "an enormous growth market." Rolls-Royce plans to bring its New York Private Office, a bespoke studio available by appointment, to Florida for a weeklong "southern takeover" aimed at clients in the state.

Florida’s wealthy population has expanded because the state has no income tax and many people can work from home. Rolls-Royce is seeking to cultivate that market through personal attention and more exclusive commissions.

The Cullinan SUV is the company’s largest seller in the United States, while the electric Spectre coupe is "a close second," Keen said. Globally, the Cullinan represented 58% of deliveries last year, while Spectre sales declined 47%.

Keen characterized the Spectre decline as intentional. Rolls-Royce paused production before unveiling the Series II update in June, which added more range, faster charging and more power.

"That perceived slowdown was deliberate," Keen said, adding that orders and desirability returned "back straight away." He also acknowledged that enthusiasm for electric vehicles had cooled as "infrastructure changed, regulations changed, and mindset changed a little bit."

Rolls-Royce abandoned its target for full electrification by 2030 in March. Even so, Keen said the Spectre retains its appeal because "it's a Rolls-Royce first, and an electric car second."

The company is also marking 10 years of Black Badge, its darker and sportier "alter ego" range created to attract a new generation of buyers. Its share of sales has substantially exceeded the company’s original expectations.

"The initial projections for Black Badge were, you know, 10%, 15%, and now we're running at, sort of, 50%" of total sales, Keen said.

Personalization provides another important source of returns through the Bespoke program. "Every car that we create has some elements of client personalization within it," Keen said, while Private Office commissions more than doubled in 2025 and command much higher margins.

Events such as the Wynn Concours form part of the company’s effort to entertain existing customers and find new ones. Rolls-Royce was "the first official partner" when the event began five years ago, and Wynn uses a fleet of Phantoms for VIP guests.

Keen believes close customer relationships can help luxury brands endure market uncertainty. "Luxury brands that can also create that relationship with their clients can maybe weather some of these uncertainties," he said.

Looking toward 2027, Keen promised "some great surprises" but offered no additional details.

DISCLAIMER: GoldInvestors.news is not a registered investment, legal or tax advisor or broker/dealer. All investment/financial opinions expressed by GoldInvestors.news are from the personal research and experience of the owner of the site and are intended as educational material. Although best efforts are made to ensure that all information is accurate and up to date, occasionally unintended errors and misprints may occur.