Frankly Speaking: Saudi Arabia can be number one market for Rolls-Royce, says carmaker’s CEO Torsten Muller-Otvos

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Updated 27 December 2021
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Frankly Speaking: Saudi Arabia can be number one market for Rolls-Royce, says carmaker’s CEO Torsten Muller-Otvos

  • With more women and young people drawn to the brand, Saudi Arabia is becoming a top Middle East market for Rolls-Royce
  • CEO Torsten Muller-Otvos says Rolls-Royce is a “frontrunner” in the electric car transition among ultra-luxury brands

DUBAI: Big changes under way in Saudi Arabia could turn the Kingdom into the top market in the Middle East for Rolls-Royce cars, Torsten Muller-Otvos, the elite motor company’s chief executive, told Arab News.

“Saudi obviously is a big market. I see even more potential to come from Saudi in the years to come because the market is currently also opening up and is growing,” said Muller-Otvos, citing the royal decree of 2017 that granted Saudi women the right to drive and obtain driving licences for the first time.

“We see now the first female drivers in our cars in Saudi and for that reason I foresee we might in a couple of years talk about this being a massive, great market. It might even one day be the number one market in the entire region. Who knows? Potential-wise, it’s possible, but it depends on some other aspects,” he added.

Muller-Otvos delivered his forecast on Frankly Speaking, the series of video interviews with thought leaders in the Middle East and the world.




Caption

In the interview, the boss of the British-designed but German-owned luxury car manufacturer set out Rolls-Royce’s road map to go completely electric, the effects of the COVID-19 pandemic on global and regional sales, and the effect of rising oil prices on elite car sales.

He also talked about some of the more extravagant custom features regional customers want on their cars.

The Rolls-Royce mark, founded in Britain 115 years ago but owned by BMW of Germany since 2003, is the ultimate status symbol in motoring, from California to Shanghai, but with a particular appeal among Arab buyers.

The transition currently under way in the global transportation market, with the surge in electric vehicle sales, has impacted Rolls-Royce and other petrol-engine manufacturers. Nevertheless, Muller-Otvos says Rolls-Royce is leading the way in electrification among the ultra-luxury market.




A vintage Rolls-Royce is shown during the exhibition in the King Abdullah II car museum in Amman, Jordan  Feb. 18, 2016. (Shutterstock)

“I would even say we are front-runners,” he said. “I mean, we are not comparing ourselves with what I would call the ‘normal’ automotive business. We are high in luxury. And you might also know that we are the very, very first ones in the ‘ultra-high luxury’ segment worldwide.”

The first electric Rolls-Royce, the Specter, will be available in the Middle East from 2023. “I can tell you Spectre will be a stunning, remarkable Rolls-Royce,” Muller-Otvos said. “We also took our time because, first of all, it needs to be a Rolls-Royce, so that means no compromises around luxury experiences for our clients worldwide, and then second comes, obviously, electric.”

The Spectre — which motoring pundits expect will cost around $350,000 for a starter-level vehicle — will play to Rolls-Royce’s traditional strengths. “It is also silent. We are not defining ourselves with loud engine noises or exhaust noises and for that reason I think it’s a perfect fit for the brand,” he said.




Rolls-Royce has announced that its first electric car would be made available by 2023. (Supplied)

But there were also commercial and regulatory imperatives for Rolls to get into the electric market. “We also see, worldwide, certain regulations kicking in that might mean in a couple of years you can’t enter city centers any longer without driving electric. And that, of course, would not be great for the brand.”

Elon Musk’s Tesla has so far been the headline grabber in the move to electric vehicles. Now, many traditional car companies in all the big markets are jumping on the “EV” bandwagon. However, Muller-Otvos is confident Rolls-Royce has traditional strengths in the hotly competitive market.

“Rolls-Royce never defined itself purely by the engine. That is not us. That is for other brands. We defined ourselves as the ultimate in luxury. It is about the finest materials, the best craftsmanship. It takes 1,000 hours at least to build one of these beautiful masterpieces,” he said.

Muller-Otvos also believes the move toward electric vehicles fits the shifting demographic of the Rolls-Royce clientele. “I think we will see a trend, step-by-step. Particularly the younger ones are very much attracted to electric propulsion. What we have also learned is that once you’re in an electric car, you are probably not getting back into a combustion car,” he said.

In the past, Rolls-Royce customers were overwhelmingly male, successful business executives, celebrities, or even royalty. That profile is now changing.

“When I started — and I’ve been in the role now for nearly 12 years — the average age of a Rolls-Royce customer was around 56. We are now down to 43. We have massively refurbished the brand, reinvented the brand, rejuvenated the brand. We now have young clients all over the world,” he said.

In the Middle East in particular, more women want to drive a Rolls-Royce. “When I joined, (the client base) was 1 percent female worldwide. Now we are at around 15 percent worldwide, and I think there are more to come, particularly here in the Middle East. You see quite a lot of female drivers behind the wheel. I think in the Middle East, we are talking probably 20 percent or so, and that’s quite a good share,” he said.

A big earner for Rolls-Royce has long been the trend towards customization — what the manufacturer calls the “bespoke proces” — where wealthy customers pay extra for unique features in their cars.

Sometimes, this results in lurid color schemes and outlandish accessories that would horrify Rolls-Royce traditionalists. But Muller-Otvos does not see himself or Rolls-Royce as an arbiter of individual taste.

“Let’s imagine, for a moment, a bright orange exterior and a yellow interior. It might look a little bit odd in central London, but down here in bright sunshine it looks stunning. I think you always need to keep that in mind. The last thing I want to do is judge — with my European taste — international clients. We are not the taste police in Rolls-Royce,” he said.

There was one request for a luxury accessory, however, that went aa bit too far — a request from a wealthy client for a chilled cigar compartment on the dashboard.

“One that was too crazy and was declined was for a humidor on the top panel, and that, unfortunately, wasn’t possible, technically, because we would have lost homologation (regulatory approval),” he said.




The Cullinan has been tested in the world’s toughest terrain, including Arabian deserts. (Photo courtesy of rolls-roycemotorcars.com)

Rolls-Royce has long held a special place in the Arab world, dating back to the time when Britain’s then-prime minister Sir Winston Churchill presented King Abdulaziz of Saudi Arabia with a custom Phantom model as a post-war gift.

The early stages of the COVID-19 pandemic saw a sharp drop in Rolls-Royce sales, as the Goodwood plant in the UK was forced to halt its production line for two months and deliveries were disrupted.

But that turned out to be the prelude to a rapid acceleration in sales in the Middle East and the wider world once the recovery got under way, matching a global phenomenon that saw all sales of luxury goods grow after the initial shock of lockdown. Muller-Otvos had an intriguing explanation for this.

“Many clients told me they have realized that it is possible that you could die suddenly, and many of them have even seen that up close. That made them think: You only live once, enjoy your life now, don’t postpone it to later days,” he said




The new Rolls Royce Ghost – re-engineered and relaunched in 2020 – is in high demand in the Middle East (Shutterstock)
 

The Cullinan, Rolls-Royce’s first foray into the luxury SUV market, has been in particularly high demand in the Gulf, as has the Black Badge Ghost.

As ever in the region, the fortunes of the oil market continue to determine the strength of the economy — and Rolls-Royce sales.

“The oil price is quite an indicator here for how healthy the economy is and we are very much dependent on how the economy goes,” Muller-Otvos said. “If the economy flies, we fly.”


Saudi Arabia renews call for international community to stand by Syria

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Saudi Arabia renews call for international community to stand by Syria

DUBAI: The Saudi foreign ministry condemned the Israeli attacks on Syrian territory in a statement on X. 

The ministry expressed its satisfaction with the measures taken by the Syrian government to achieve security and stability over all Syrian territory.

Saudi Arabia called for the international community to stand by Syria and confront these ongoing Israeli attacks and violations against Syria. 

Saudi Foreign Minister Prince Faisal bin Farhan discussed Israeli attacks on Syria with his Turkish counterpart Hakan Fidan on Wednesday. 

The two ministers held the call after Israel launched powerful airstrikes in Damascus on Wednesday, blowing up part of the defense ministry and hitting near the presidential palace.

The attacks marked a significant Israeli escalation against President Ahmed Al-Sharaa’s government and came despite his warming ties with the US and his administration’s evolving security contacts with Israel.

Scores of people have been killed this week in violence in and around the predominantly Druze city of Sweida, pitting fighters from the Druze minority against government security forces and members of Bedouin tribes.


Jordan, Saudi Arabia to boost archiving, documentation cooperation

Updated 17 July 2025
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Jordan, Saudi Arabia to boost archiving, documentation cooperation

  • Pact to strengthen cultural ties, preserve historical records via exchange of expertise and technology

AMMAN: Jordan’s government has approved a memorandum of understanding with Saudi Arabia to enhance cooperation in archiving and documentation, the Petra news agency reported on Wednesday.

The decision ratified an agreement between Jordan’s Royal Hashemite Documentation Center and Saudi Arabia’s National Center for Archives and Records.

The agreement will set out a framework to preserve and catalog historical documents, and the exchange of expertise and technology.

There will be joint training programs in document restoration, digitization, and professional development, Petra reported.

The plan includes archival exhibitions, scientific seminars, and joint research projects.

The agreement stipulates that shared documents and data may not be distributed to third parties without prior written consent, even after the pact ends.

It will be in effect for an initial three years and automatically renewed unless one side opts out in writing at least six months before the expiration date.


Riyadh deputy governor receives Mexico’s ambassador

Updated 16 July 2025
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Riyadh deputy governor receives Mexico’s ambassador

Prince Mohammed bin Abdulrahman bin Abdulaziz, the deputy governor of Riyadh, received Anibal Gomez Toledo, Mexico’s ambassador to the Kingdom, in Riyadh on Wednesday, the Saudi Press Agency reported.

The ambassador visited to say farewell on completion of his tenure in the Kingdom.

Prince Mohammed praised the ambassador’s efforts in strengthening and advancing relations between the two countries and wished him success.


 


Great Expectations to Great Futures: British envoy Neil Crompton reflects on time in Riyadh

Updated 17 July 2025
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Great Expectations to Great Futures: British envoy Neil Crompton reflects on time in Riyadh

  • Neil Crompton discusses Saudi Arabia’s transformation in a farewell conversation on the five-plus years he spent as His Majesty’s Ambassador to the Kingdom
  • During his tenure, three British prime ministers visited the Kingdom — Boris Johnson, Rishi Sunak and, most recently, Keir Starmer

RIYADH: Among the many foreign diplomats I have seen come and go in Riyadh, few stand out quite like Neil Crompton, who is leaving the Kingdom after having completed a little over five years as His Britannic Majesty’s Ambassador to Saudi Arabia.

Crompton is, in many ways, the quintessential British diplomat. That self-deprecating wit and sharp sense of humor are trademarks of Crompton’s personality, which he tends to reveal only after loosening his proverbial necktie.

Like many Britons I met during my near-decade in the UK, and describe in “Anecdotes of an Arab Anglophile” (an anthropological book I published last year about my observations of London), Crompton was hard to crack at first — reserved and diplomatic, as one would expect. 

But once the ice melted, I discovered a man of deep intellect, insight and genuine passion for the region.

Crompton began his journey with the UK Foreign Office in 1995, ascending through key posts before heading the Middle East desk in 2015. His appointment as ambassador to the Kingdom came in early 2020 — a pivotal time, not just for Saudi Arabia, but for the world.

Almost immediately after landing in Riyadh, Crompton — like the rest of the world — found himself in the midst of the COVID-19 pandemic. 

“I have a very vivid memory of how professional and reassuring the Saudi government response was,” he told me. “The communication was very clear. You’ve got a good public health system.”

He added: “There was a very important decision by the government that everybody in the Kingdom would be treated the same regardless of nationality, which is very important. So we felt very reassured by that.”

When the dust of COVID finally settled, Crompton began to see the transformation Vision 2030 promised, not just on paper but in reality.

“I remember going to Riyadh Boulevard for the first time. And there was a polar bear dancing on the wall to the sound of, ‘I Like to Move, Move It,’” he laughed. “It’s just a nice atmosphere, families, grandpas, grandchildren, people out and about.”

audi Arabia’s Deputy Minister for Political Affairs Saud Al-Sati receiving UK Ambassador Neil Crompton in Riyadh in Maerch 2024. (Supplied/File)

But of course, the transformation of Saudi Arabia is not limited to opening up and allowing once forbidden forms of entertainment. “When I met lots of ministers, went to ministries, you could feel the change,” he said. “You went into ministries and you saw everyone working hard.

“People talked about KPIs. I don’t remember hearing the term KPIs 10 years ago. Maybe I was wrong, but everyone was very focused, friendly, and wanted to both advance the Saudi national agenda but work out how they could collaborate with us.

“So it was sort of a mix of social change and then sort of changing corporate ethos. Britons asked me about Vision 2030. I say Vision 2030 was a vision, but now it’s a plan, and it’s been executed and very successfully.”

During Crompton’s tenure, three British prime ministers visited the Kingdom — Boris Johnson, Rishi Sunak and, most recently, Keir Starmer.

Saudi Crown Prince Mohammed bin Salman and UK Prime Minister Keir Starmer held talks at Al-Yamamah Palace in Riyadh last December. (SPA)

As ambassador, Crompton had numerous interactions with Saudi Arabia’s Crown Prince Mohammed bin Salman. But the relationship goes back further. “The first time I met the crown prince was back in 2015,” Crompton said.

“He’s very dynamic, he’s on top of his brief. He’s always very positive about the relationship with the UK. I think he sort of talks about it as being a strategic partner, but also says, ‘you’ve been a historically reliable friend.’

“And so I think everyone always comes away fired up because he has so much energy and enthusiasm for what he’s talking about.”

The shared monarchical systems of both nations, according to Crompton, provide a foundation of mutual understanding and respect.

“I think there’s a sort of natural affinity between monarchies. We’re probably the minority in the world, but I think the royal families tend to know each other. And I think there’s a sort of familiarity.

UK envoy Neil Crompton (L) being interviewed by Arab news Editor-in-Chief Faisal J. Abbas. (AN photo by Huda Bashatah)

“When Her Majesty the Queen passed, I was very touched by the messages I got from Saudis all over the Kingdom, just saying how sorry they were to see her pass.

“And connections between individual members of the royal families still go on. I know there’s constant messaging backwards and forwards, and that’s very positive.

“His Majesty King Charles, he’s a real expert on Saudi Arabia. I think he’s made six official visits. I just met him on a couple of occasions. But each time he’d talk about things he did in the past. You remember he gave a famous speech on Islam and the West. So he’s always very interested in interfaith dialogue.

“When Sheikh Mohammed Al-Issa (secretary general of the Makkah-based Muslim World League) visited London, he saw him and he talked about the work that Saudi Arabia was doing in those areas.

“But also, in the few minutes I had with him, he asked: ‘Tell me what’s going on at AlUla, tell me what’s going on at this.’ So I think there’s a sort of familiarity, and I hope to nurture that.”

AlUla is undergoing a comprehensive regeneration to rejuvenate its native flora and fauna. (Royal Commission for AlUla photo)

But while royalty might be well-versed in the Kingdom’s transformation, are ordinary Britons keeping pace?

“I think it takes a long time to change perceptions. There’s always a time lag,” Crompton said by way of admission.

“Initially, the sort of scale of ambition when we talked about Vision 2030, people said, ‘really, can you do all that?’ And some people said, well, even if they do 70 percent of that, it would be impressive.

“And actually, my experience … probably 90 percent (can) be done. Saudi GDP has grown by over 70 percent since 2016. New sectors coming along.”

If there was one group that quickly closed that gap, however, it was the British business community.

“One of the highlights of my time here was the GREAT Futures trade event we did last year with the Saudi Ministry of Commerce,” said Crompton. “And for that, 450 British companies came.

“But 60 percent came for the first time, a lot from the creative industries and educational sectors who hadn’t been before. And I think they all came away and said, wow. And they met Saudis and established good contacts, and a lot of business and new relationships have flowed from that.”

File photo taken during the conclusion of the Great Futures Initiative Conference at the King Abdullah Financial District in Riyadh on March 15, 2024, which saw about 450 British companies participating. (SPA)

And the numbers speak volumes. “Bilateral trade has gone up 70 percent since COVID,” Crompton told me. “Last year, I believe it was $17 billion each way. And we have a commitment … to try and get bilateral trade to $30 billion by 2030.

“$30 billion is a magic number. Which I personally think we’ll exceed. And I think investment flows each way have increased significantly. And I think in the last five years, we’ve invested $23 billion in the UK. There’s lots of Saudi private investment.”

One of Crompton’s proudest efforts has been pushing forward the UK-GCC free trade agreement.

“I think we’re very close,” he said. “The negotiations started under the Conservative government, and actually we got quite close, and then we had an election, which just slowed things a little bit.

“Free trade is important to the health of the world economy. I think it’s a political signal between the Gulf countries and the UK, a political commitment to growing the relationship.

“This would be one of our first free trade agreements with a developing group of economies. And in the GCC’s case it would be the first time you signed a free trade agreement with a G7 country. So I think that would be very important.

“But more importantly, it will reduce tariffs in a number of areas, reduce some of the barriers, or some of the regulatory or bureaucratic obstacles to growing the relationship, and it provides a platform for growing trade.”

Ambassador Neil Crompton meeting with GCC Secretary-General Jasem Albudaiwi at the GCC Secretariat headquarters in Riyadh in January 2025. (Supplied/file photo)

He added: “I think it’s 90 percent done. Both sides agree that there’s a set of issues now that can only be resolved by ministers, because they involve political decisions and if you like, a natural bargain.”

Though the GREAT Futures Initiative Conference took place under a Conservative government, Crompton is confident the strong Saudi-UK relationship will continue under Labour. 

“They wanted to convey the message that the UK saw the Gulf as natural friends and important economic partners, and they wanted to maintain that relationship,” he said of the Labour government.

On the tourism front, Crompton highlighted the success of Saudi Arabia’s introduction of online visas — and he is glad that the UK managed to reciprocate shortly after. 

“The scheme went live in June 2022. Initially, you could only get a single entry visa, but now you can get a two-year visa. And our figures say close to 750,000 Saudis have applied for and used that scheme … I think we’re the only Western country that offers an online visa service.”

The Saudi Tourism Authority and VisitBritain signed a declaration of intent to collaborate and share expertise on domestic and international tourism. (Supplied/file photo)

He added: “And more Britons than ever are coming here. (For) the pilgrimage, but (also) for business or for events. I think we’re the second highest number of visitors after the Chinese. There are many more Chinese people than Britons.

“It’s important to have a good government-to-government relationship with the people-to-people links that make friends.”

It is not just tourists heading to Saudi Arabia. Investments — and soft power — are also flowing in both directions. 

“There are important Saudi investments in northeast England,” Crompton said, with the flagship being the Public Investment Fund’s acquisition of Newcastle United.

“I have friends in the northeast who say the first thing they did was professionalize the women’s football team in Newcastle.”

Neil Crompton, British ambassador to Saudi Arabia, at his residence in Riyadh. (AN file photo)

He added: “I think people in the northeast say, well, this is really good. We want to do more with Saudi Arabia.”

One moment that truly embodied Saudi soft power for him? When the Saudi National Orchestra and Choir performed at the Royal Albert Hall in October 2024.

“I never forget they did Adele’s ‘Rolling in the Deep.’” he said. “They started (with) the men singing the Saudi traditional Saudi song. And then I remember when the lady came in and started singing, there were hairs standing up on the back of your neck. It was really impressive.”

The Saudi National Orchestra and Choir, in partnership with the UK’s Royal Philharmonic Orchestra, delivered a rousing performance at London’s Central Hall Westminster on September 28, 2024 as part of the “Marvels of Saudi Orchestra” concert tour. (AN file photo)

The interview also touched on Saudi-UK defense cooperation, ongoing discussions about potential Saudi involvement in the Typhoon jet program, and the Kingdom’s emerging role in international mediation efforts.

Clips from these parts of the conversation are available on Arab News online.

As a parting gesture, I presented Crompton with a custom-made trophy resembling the front page of Arab News from 50 years ago — a small tribute to his time in the Kingdom.

Faisal J. Abbas presents Neil Crompton (L) with a trophy resembling the front page of Arab News from 50 years ago. (AN photo by Huda Bashatah)

True to form, he responded with classic British humor, presenting me with two ketchup sachets — a reference to a story from “Anecdotes of an Arab Anglophile” where I complained to the CEO of a major American fast food chain about not getting enough ketchup, which ultimately led to a change in company policy in the UK. 

In the book, I lamented — only somewhat jokingly — how I never received any recognition from the British government for my efforts to improve UK customer service. I should be careful what I wish for, as Crompton clearly saw fit to remedy that.

I had to laugh. As Neil Crompton leaves the Kingdom, he does so with several feathers in his cap — but perhaps most importantly — with genuine affection for a country that is changing faster than most could have imagined.
 

 


Jazan’s Black Mountain rises to new tourism heights

Updated 16 July 2025
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Jazan’s Black Mountain rises to new tourism heights

  • Named for its dark, volcanic rock formations, the mountain offers more than just dramatic colors. It is a place of raw natural beauty and ecological significance

RIYADH: Black Mountain, located in Al-Raith governorate of the Jazan region, is one of Saudi Arabia’s most striking natural landmarks, according to a Saudi Press Agency report.

Named for its dark, volcanic rock formations, the mountain offers more than just dramatic colors. It is a place of raw natural beauty and ecological significance.

Rising more than 2,000 meters above sea level, it ranks among the highest peaks in Jazan. Its rugged surroundings include sloping plains and winding valleys that attract hikers, nature photographers, and those seeking solitude in nature.

For much of the year, especially in winter and spring, the mountain’s peaks are cloaked in fog.

Its slopes are lined with native trees and traditional agricultural terraces that have supported generations of local farmers cultivating corn, millet, and coffee.

Several villages sit nearby, where locals maintain a deep connection with the land, the SPA reported.

Folklore passed down through generations speaks of the mountain as a refuge for shepherds and travelers in earlier times.

With the rise of ecotourism and outdoor exploration across the Kingdom, interest in Black Mountain has grown.

Young hikers, campers, and photography enthusiasts are increasingly drawn to its scenic terrain.

To support this, authorities are developing the site with walking trails, observation points, and informational signage that highlights local culture and biodiversity.