• USA Today, Tuesday, April 22, 2008 11:15 AM

Exclusivity is Roll-Royce's appeal. Even former stable mate Bentley, now owned by Volkswagen, offers cars at half its price. But while the rest of the auto industry struggles, Rolls--bought by BMW in 1998--is on pace to surpass the 322 cars that Autodata estimates it sold in the U.S. last year. For the first quarter, it sold 149 cars, up 67% over the period last year.

For now, Rolls makes only variants on the Phantom: the convertible, a sedan and--just unveiled in February--a two-door hardtop. A new, slightly smaller Rolls is on the way by 2010, but it still will cost well north of a Bentley, so don't expect to see a bevy of Rolls-Royces at the mall parking lot.

"One of the things that Rolls-Royce has been particularly good at is not corrupting its brand in the name of growth or profit," says Tom duPont, publisher of duPont Register. Paul Ferraiolo, president of Rolls-Royce Motor Cars' U.S. operation, personally meets with up to 20% of the brand's customers a year. Little binds them except wealth and "being very passionate about cars and life."

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