“Being the guardian and leader of the world’s most iconic automotive brand is a great responsibility, one that must be taken very seriously,” confides Chris Brownridge, CEO of Rolls-Royce. where, amid an exquisitely crafted setting, he articulated his vision for a maison that has embodied excellence for more than a century, and reaffirmed his commitment to creating ever-greater value for the brand’s most discerning clientele.
“At Rolls-Royce, we don’t simply build cars, we create masterpieces,” he says. “Every commission is born from close collaboration between the client and our designers. It’s the co-creation of something deeply personal.” Since taking on the role in 2023, succeeding Torsten Müller-Ötvös, Chris Brownridge has placed customer experience and personalisation at the heart of his strategy. His vision is unequivocal, to pursue growth through ever-deeper personalisation and bespoke experiences, rather than sheer volume. “We are not here to produce more cars, but to give meaning to every creation,” he insists.
With global demand accelerating—both in Switzerland and across the Middle East, Rolls-Royce is expanding not only its production capabilities but also its entire client-engagement philosophy. Private offices in Dubai, New York, London, and other strategic cities now offer its most discerning patrons the opportunity to participate directly in the conception of vehicles that redefine the limits of luxury and creativity.
During our conversation, he also reflected on the brand’s electric future. Initiated in 2024 with the Spectre, this evolution is not a disruptive break but a seamless continuation of the founder’s original vision. More than a century ago, Charles Rolls envisaged the ideal motor car as electric, silent, effortless, and free of odour. “Our clients are completely captivated by this vision and say that it’s exactly what they expect from a Rolls-Royce,” the CEO notes.
Always striving for innovation, Chris Brownridge remains firmly anchored in the brand’s original ethos. At the Goodwood headquarters, the motto Strive for Perfection greets every visitor, and it’s far more than a slogan. It’s a philosophy he applies daily: “Excellence isn’t limited to the finished product. It also lies in the people who create it and in the experience we build around it”, he says. As the Geneva showroom reopens, one thing is unmistakably clear: Rolls-Royce is not merely evolving, it is ascending. Under Chris Brownridge’s leadership, the marque is not simply anticipating the future of luxury; it is actively defining it.
