A Buffer for Big-Money Order
Rolls-Royce may be known for attracting some of the wealthiest buyers in the car market, but the British luxury marque does not appear to be leaning into that amid global conflicts and shifting market conditions. According to CarsDirect, a bulletin sent to Rolls-Royce dealerships introduced a new Client Order Rate Guarantee, covering up to a 2-percent APR increase between the time a vehicle is ordered and when it is delivered.
Such a program is crucial for Rolls-Royce, as long wait times are common due to the brand’s meticulous build and customization process. Many models are so bespoke that they are produced in ultra-limited numbers and offered by invitation only to select, high-profile clients. It is worth noting, however, that the program applies only to the 2026 Cullinan, Ghost, and Spectre, leaving out the brand’s flagship, the Phantom.
Not a One-Size-Fits-All Program
The bulletin did not explain why the Client Order Rate Guarantee is limited to select models. However, CarsDirect suggested this could be because the Cullinan, Ghost, and Spectre sell better than the Phantom, meaning the automaker may be prioritizing models with higher demand.
In 2025, the Cullinan was Rolls-Royce’s best-selling model, accounting for 3,291 of the brand’s 5,664 deliveries. That is hardly surprising given the significant demand for crossovers and SUVs, which has pushed even legacy brands to launch unprecedented models such as the Ferrari Purosangue and the Lamborghini Urus. The all-electric Spectre followed with 1,002 units sold, as the automaker reiterated its commitment to EVs despite softer demand.
The Ghost sold 993 units last year, nearly three times as many as the Phantom.
The Cost of Certainty
In addition, the Client Order Rate Guarantee caps lease rate increases at 0.00080, equivalent to about 1.92 percent. The report states that the Spectre includes 3.29 percent APR financing for 72 months, while the Cullinan and Ghost are available with 3.49 percent APR for the same term.
These initiatives should help reduce uncertainty and encourage earlier orders, at least among an exceptionally small pool of buyers. For reference, Rolls-Royce’s entry-level model, the Ghost, starts at well over $350,000 in the U.S., with pricing said to go up to about $28 million for the Boat Tail, an ultra-limited model of which only three examples were produced.
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