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…
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