Rolls-Royce made car production slower

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00:00Rolls-Royce made car production slower. On purpose. Early 2000s. Rolls-Royce is struggling.

00:06BMW just bought the brand. They need a strategy. Fast production? Mass market appeal? Lower prices

00:12to compete? The board meets. Should we speed up production? Build more cars? BMW says no.

00:18We're doing the opposite. The plan sounds insane. Slow down production. Make fewer cars. Take longer

00:25on each one. Charge more. Dealers panic. Customers won't wait six months. They'll buy a Bentley

00:30instead. This will kill sales. Engineers are confused. We can build faster. Why are we

00:35going slower? Accountants run the numbers. Fewer cars means less revenue. This makes no sense.

00:41BMW doubles down. Make it slower. Make it rarer. Here's what they did. They turned the weight into

00:46theater. Customers don't just order a car. They get invited to the factory in Goodwood, England.

00:51They meet their personal designer. They choose from 44,000 paint colors. They select wood from

00:57specific trees. They customize every single detail. The wait isn't a delay. It's an experience. A six

01:03month journey. A ritual. And here's the genius move. While customers wait, they tell everyone. I'm

01:09having my Rolls-Royce built. I'm designing every detail. I've visited the factory twice. The car becomes

01:15a story. Before it even exists. 2003. Rolls-Royce delivers 300 cars. At $400,000 each. Every single

01:24one is profitable. 2010. They deliver 2,711 cars. Record year. Every car pre-sold. Waiting list. 6 to 12

01:33months. 2023. They deliver 6,032 cars. Average price? Over $530,000. Some models cost $2 million.

01:42Customers wait longer than ever. And they love it. The slowness became the luxury. The wait became

01:48the value. The delay became the desire. Scarcity isn't about supply. It's about making people want

01:54to wait. Follow for more Innovations History.