In Brief

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.

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.

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