Rolls-Royce taps Cairo as North Africa ultra-luxury hub

Rolls-Royce entered the Egyptian market with a temporary showroom and service facility in New Cairo

Egypt as a regional hub:

The expansion shows how the ultra-luxury segment operates differently from the broader auto market

“Rolls-Royce is not really operating in an automotive segment. We are a luxury brand, we are a house of luxury

Expanding to personalize, not to scale:

The production model also gives the company flexibility in downturns.

Rolls-Royce has studied Egypt for several years, encouraged by growing luxury demand, the large number of its vehicles already in the country