When you think of a “youthful” brand image, Rolls-Royce does not immediately spring to mind. But the UK-based carmaker is having a rethink, thanks to its fast-growing China business. Company boss, Torsten Müller-Ötvös has told the UK’s Times newspaper that “China is now our second largest market, with about 20% of sales”. And the firm’s youngest ever purchaser hails from China, a male entrepreneur of a mere 28. “I see unbelievably young customers in China,” Müller-Ötvös confided to the Financial Times. This has led to the decision to rollout a younger image – with lighter, hipper showrooms and the use of social networking tools to promote models like the Ghost (price $250,000) and the Phantom. Rolls has even launched an iPhone app. One wonders what Jeeves would say…
© ChinTell Ltd. All rights reserved.
Exclusively sponsored by HSBC.
The Week in China website and the weekly magazine publications are owned and maintained by ChinTell Limited, Hong Kong. Neither HSBC nor any member of the HSBC group of companies ("HSBC") endorses the contents and/or is involved in selecting, creating or editing the contents of the Week in China website or the Week in China magazine. The views expressed in these publications are solely the views of ChinTell Limited and do not necessarily reflect the views or investment ideas of HSBC. No responsibility will therefore be assumed by HSBC for the contents of these publications or for the errors or omissions therein.