On the face of it, putting “Rolls Royce dealer” and “shopping centre” in the same sentence don’t seem to go together. But the luxury car brand has announced plans to open a dealership in the Paragon shopping centre in Bangkok. The company is reaching out to potential buyers among the newly rich in Asia in a different way.
The dealership will operate as a boutique where Rolls Royce can have a presence near other luxury brands. In 2011, China was the company’s top market. A special “Year of the Dragon” edition of the Phantom was offered which a deep red exterior, which is the colour of luck, and hand-painted dragons on each wing. Other details for this model included embroidered headrests and Teflon-coated umbrellas in each door.
According to chief executive Thorsten Müller-Ötvös: “None of our clients actually needs a transportation device.
“It is not a question of ‘oops, my lease contract expires, what do I choose next?’ It is a matter of being convinced to own the best.”
Each Rolls Royce vehicle takes at least 450 hours to make at the company’s plant in Goodwood, located southwest of London. Depending on the level of customisation in the vehicle, it can take up to 800 hours to complete a single vehicle. Rolls Royce built 3,538 cars in 2011, which was a record number for the company.
Will customers want to shop for high-end luxury cars at a shopping centre? Rolls Royce is changing its marketing strategy to go where its target market is, which is good for business. The retail dealership will likely appeal to a younger market which is interested in owning the best. This could be a very savvy move on the company’s part, since the Asian market already accounts for about half of the company’s sales.
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