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ROLLS ROYCE'S RECORD YEAR

Of all the new car sales stories to surface in the New Year, news of record sales figures for Rolls Royce may not be the one you expected to hear.

Rolls Royce are still very much a niche marque, and one acquired by BMW to provide a high-end pull to the remainder of the brand, and as such are not going to turn over high volumes. And it's not so much their pure sales figures which are impressive. Rather it's the 171 per cent increase in sales, with particularly strong results in emerging markets.

ROLLS ROYCE'S RECORD YEAR

Strong growth was seen in India, Korea and Japan. The US however, with their love of all things Old Country, remains the biggest market.

Beloved by rappers and heiresses alike, Rolls Royce (RR) continues to sell directly to the ostentatious. Pop star and Geordie X Factor racist Cheryl Cole has one of the £196,000 cars.

This evidence suggests two things. Firstly that the rich are largely immune to the credit crunch the rest of us are feeling; and secondly that consumer buying power in developing markets is increasing, and that premium brands like RR are right on top of their marketing strategy.

As the rest of us scale back, encouraged by governments to look to alternative fuel vehicles and public transport, the developing world begins to desire what we once desired, and have encouraged them to desire.

A little behind in terms of education and lobbying, the developing world has always been a forum for brands and products feeling the squeeze in the West. Big Tobacco knew this.

Perhaps in the light of the change signaled above, Rolls Royce have just announced a new eco-friendly vehicle, in an effort to reposition themselves in an increasingly conscientious West.

And there is reason to take this gesture seriously. Parent company BMW have a 2012 date and the London Olympics in mind as a showcase for their green technology. There's every chance a green Roller might be ready by then.

Following the trend set by other historically performance and prestige-oriented manufacturers like Porsche, RR are looking to the future. Uncertain as that may be in the motoring world at this time.