Rolls-Royce modernizes to connect with young buyers

British luxury icon Rolls-Royce is confident in the Chinese market despite a slowdown in the second-largest economy's automotive market this year.

"We saw a decline in our sales over the previous year, although this was expected and in line with our planned volumes for 2015. We have no doubt that confidence in the Chinese luxury car market will recover in due course," said the brand's CEO Torsten M��ller-?tv?s.

He said Rolls-Royce is committed to China in the long term and this year the brand will invest in further expansion of its dealer network in the region.

"We remain poised to fulfill our discerning Chinese customers' requirements when they return in numbers to the market place."

Rolls-Royce is making the brand younger and more modern as its target customers are also growing younger.

In terms of products, except for the flagship Phantom model, the marque offers the Ghost and the Wraith, which are popular with young generations worldwide, the automaker said.

The newly released Dawn is the most social full four seat open-top super luxury motor car Rolls-Royce has ever brought to the market.

The CEO said the model embodies dynamic and social qualities that will attract a broader, younger and more socially aware audience around the world.

"Rolls-Royce Dawn promises a striking, seductive encounter like no other Rolls-Royce to date. It's the world's only true modern four-seat super-luxury drophead and the sexiest Rolls-Royce ever built.

"It has taken inspiration from the Silver Dawn, whilst delivering a world first in super-luxury motoring - a cool, contemporary interpretation of what a super-luxury four-seater convertible motor car should be in 2015 - rare, refined and the most social super-luxury car there is."

Rolls-Royce is using more digital methods to reach customers as new media is becoming more and more popular worldwide.

The CEO spoke of its brand show "Inside Rolls-Royce", which came to China at the Shanghai auto show in Shanghai and traveled to other major cities including Beijing, Shenzhen and Chengdu.

For the first time, the Rolls-Royce brand exhibition was opened to the public to exhibit its craftsmanship, design and advanced technologies.

"Exhibits were brought to life on visitors' smartphones and tablets using the latest iBeacon technology. We haven't tried that before," the CEO said.

He said that fans of the marque could also discover curated content and essential information about the exhibition online and follow Rolls-Royce on WeChat, which is a popular smartphone app in China.

The automaker released its new model, Dawn, to the world online in September, which it said is "clear evidence of the modernization of the Rolls-Royce brand" and challenges any remaining perceptions that the brand is somehow old-fashioned or unwilling to embrace the changing world.

He said the approach Rolls-Royce adopted is borne out of an intimate understanding of its customers and the media.

"Our younger, tech-savvy customers go online to get important news about brands that matter to them.

"Indeed, many have achieved their success in the digital world. It is therefore appropriate that we innovate and adapt according to the needs of this discerning digital audience," he said.

Another reason is a clear acknowledgement of the evolving media landscape worldwide. He said a traditional motor show launch that limits the number of media is not the only way to launch a new car.

"It is vital that we speak to our media, customers, enthusiasts and general public via platforms that engage and fascinate them. We have moved quickly to adapt our approach to this exciting new digital age."

lifusheng@chinadaily.com.cn

(China Daily 10/20/2015 page18)