Rolls-Royce Motor Cars' Julian Jenkins: “The value of a Rolls-Royce doesn't change”

Julian Jenkins has spent three days in India, and it is his first visit. That says a lot about how the market has looked from Goodwood until now. Jenkins first spent six years at Rolls-Royce Motor Cars, as General Manager of Sales Operations and then Regional Director for Europe. He left for BMW UK and then Bizzarrini, and came back to Goodwood in March 2024 as Director of Sales & Brand. He was in Chennai to open the new Rolls-Royce showroom, and I sat down with him there. I wanted to know what he made of Indian clients, whether the UK-India FTA has made a Rolls-Royce any cheaper, and whether a marque whose clients rarely visit a showroom needs more of them. On pricing, the answer is diplomatic: officially, the price of a Rolls-Royce doesn't change.

evo India: You've been in India for three days now. What are your first impressions, particularly of the super-luxury space Rolls-Royce occupies?

Julian Jenkins: This is a fascinating market. It's my first time here, and I've had the pleasure of visiting a number of sites and meeting our clients and our dealer partners. It has given me an insight into the similarities and the differences between Indian clients and our clients elsewhere, and into some of the requests specific to this market.

Any particular differences you'd highlight?

What's interesting is that we see the same ethos in our clients here. They want to create something unique that tells their own story. It might carry symbolism, or reference a particular event or a family occasion. What stands out is bolder colours, bolder aesthetics, and a real desire for a story to run through the motor car.

Any pink Rolls-Royces?

We couldn't possibly comment! I'm not aware of one in this market yet. But we have had some wonderful commissions. The team from our Private Office in Seoul held a residency here in May and met a number of clients. One of the commissions our team proposed was a peacock-inspired Phantom, given the significance the peacock has in India. It was fascinating to discuss that with clients and use it as a starting point for something even more ornate, something that answers that wish for storytelling.

Globally there's a lot of conversation around electric cars, and you have the Spectre. How do you see Spectre being received in India?

Globally, Spectre has been phenomenally well received, both by our clients and by the media. It was our second best-selling Rolls-Royce in 2024 and again in 2025. Spectre amplifies every attribute that makes a Rolls-Royce: it is perfectly silent, the power is instant, and of course it has that magic-carpet ride. Electrification suits Rolls-Royce, and Spectre proves it.

In this market we see interest in and desire for that car too, particularly among some of our younger clients. Black Badge Spectre is the most powerful Rolls-Royce we have ever produced, so perhaps it's no surprise that it is on their radar.

There's a lot of excitement in India around free trade agreements. The UK-India FTA is now in force, and the EU-India FTA follows next year. Prices have come down, though the exchange rate has moved the other way. With the FTA kicking in, are you seeing more interest from Indian clients in your segment?

The FTA is a very positive development, and we welcome the work bringing it into effect. For us, though, the value of a Rolls-Royce doesn't change, it is intrinsic, it rests on craftsmanship, heritage and authenticity. India is already one of the most exciting luxury markets in the world, and we are ready to respond to growing client demand while continuing to deliver the exceptional experience and level of individualisation our clients expect.

Do you see a need for more physical spaces like this one? You've just opened in Chennai, a new showroom in Delhi is expected next, and you've had pop-ups in Bengaluru and Mumbai.

We follow our clients. Today we are represented in Delhi and here in Chennai, and we have authorised workshops in Mumbai and Hyderabad. We've held Private Office residencies in Mumbai, and we took part in the Oberoi Concours. Our engagement with this market is very much led by our clients. We also meet many of our Indian clients overseas, at the hot spots where we work, and that gives us another opportunity to engage with them.

What is your long-term outlook on the Indian market?

We are not led by volume or allocation. But what I sense in this market is optimism. When we talk to younger clients, those who are new to Rolls-Royce, we see a new generation of wealth and a new kind of entrepreneur. When they join our existing clients, I think the two together will build a very positive future for Rolls-Royce in India.

Do you see India among your top five global markets in the near term?

I wouldn't put a number on it. We see the potential in this market, but we are client-led, not volume-led. What I can guarantee is that some of the most intricate and complex Rolls-Royces, with some of the most intricate storytelling, will come from this market.