menu

How Rolls-Royce Differentiates With Personal Experience

How Rolls-Royce Differentiates With Personal Experience
Advertising

As the car company markets its Phantom II range, CEO Torston Müller-Ötvös talks to PSFK about how the brand connects with prospective and existing customers.

Piers Fawkes, PSFK
  • 7 april 2012

PSFK sat down with the CEO of Rolls-Royce this week to discuss the future of the luxury car-maker. Chief Executive Torston Müller-Ötvös talked about the launch of the second series of the Phantom range and explained how the brand connects with prospective and existing customers.

“We have a discerning customer who expects us to deliver the impossible. They expect no compromise,” said the auto-exec who spent the early part of his career in trends-research. Müller-Ötvös explained that new clientelle had been introduced to the Rolls-Royce brand with the launch of the Ghost. Now these new customers are driving their own car, often daily. The new batch of owners are self-made, rather than having benefited from inheriting family money.

When PSFK asked if they were concerned about how the next generation of car-buyers are reportedly disinterested in ownership, the Rolls-Royce team spoke about how buying a car is about the owner rewarding themselves. The team described how a billionaire in India in his 20s has a check list of all the good things in life and Rolls Royce is part of it.

The new Phantom continues to attract this type of customer with a mix of old and new styling, blended with technology, which is occasionally sourced from the labs at parent company BMW. With the new LED lighting system, Müller-Ötvös says that the owner will see the street at night unlike any other driver of another car (the Phantom Series II starts at $400,000).

Rolls-Royce only sells 3,600 cars a year. “When you buy into Rolls-Royce, you buy into a family,” said Müller-Ötvös. Prospective customers fly into London then are flown to the airfield by the plant in the English county of West Sussex. There the buyer gets to meet the craftsmen and to discuss their particular vehicle specifications. Visitors get to understand how people work at the plant, that they “take the best and make it better.”

After purchase, the brand connects with its customers through ‘money-can’t-buy’ events at locations such as Pebble Peach. While the company is prepared to take on any vehicle adaptation,  most don’t tend to become part of the predetermined specs.

Müller-Ötvös maintains that their customers have garages like most people have wardrobes. Choosing a Rolls-Royce isn’t like choosing another car — the brands competitor’s are yacht purchases, a chalet in the swiss alps, fine art or jewelry. The car itself becomes an heir-loom like fine art or jewelry.

But the CEO admitted that times have changed and the customer is less interested in bling — and more interested in substance. Prospective owners want to know what they get for their money, and it is that “arrival” and “departure” moment that remains a key aspects of the brand. One Rolls-Royce executive explained that the feeling an owner has when they turn up somewhere in their ultra-luxury motorcar, and also when they leave, is a critical differentiator of the brand.

Müller-Ötvös ended the meeting by maintaining that they have no competition and dismissed Bentley as a lower-level luxury car: “You will never see Rolls-Royce build an SUV.”

Rolls-Royce Phantom Series II

Advertising
Trending

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Design & Architecture
Culture Yesterday

Messaging Add-On Helps You Correct Your Friends’ Bad Grammar

An iMessage sticker pack will help you copyedit text messages

Automotive Yesterday

Mercedes-Benz Introduces A New Electric Mobility Brand

The separate entity aims to simplify the identification of Mercedes EV products to customers

Trending

Get PSFK's Related Report: Future of Automotive

See All
Mobile Yesterday

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Syndicated Yesterday

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Automotive Yesterday

Aston Martin Reveals Its Own Luxury Powerboat

The sleek AM37 echoes styling elements from the British brand's sports cars

Advertising Yesterday

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 28, 2016

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

PSFK Labs september 29, 2016

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Culture Yesterday

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Yesterday

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

Op-Ed Yesterday

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Yesterday

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Mobile Yesterday

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

Africa Yesterday

Virtual Reality Game Gives Lessons About Emergency Birth Care

LIFE is a serious tool that takes advantage of new technology to help save lives

Luxury Yesterday

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

No search results found.