For most companies, letting their cars run around the world may be their most desirable thing, but for some car companies, this is not the case.

    Rolls-Royce Motors has always insisted on small-scale production and hand-built, and does not blindly pursue sales. Li Long, general manager of Rolls-Royce Motors Greater China, said, "We don’t want a Rolls-Royce car on every street corner. Les Motors, this will dilute the sense of exclusivity we bring to our customers."

    But this does not mean that Rolls-Royce will suspend its progress, especially in the Chinese market.

    A few days ago, Rolls-Royce's new extended version of Gust made its world premiere at Beijing Guardian Art Center. At the same time, the new Gust also made its debut in China.

    Since the date of its birth, Gust has been one of the most successful models of the Rolls-Royce brand. China is also the largest market for this model. The arrangement of the new Gust Extended Edition from product design to launch activities is based on With in-depth insights from consumers in the Chinese market, Li Long believes that the new Gust and the new Gust Extended Edition can help Rolls-Royce continue to write the legend.

Exclusive platform is the trend, shared vehicle platform does not meet brand positioning

    Like Mirage and Cullinan, the new Gust Extended Edition also uses an all-aluminum space structure. In Li Long's words, the exclusive all-aluminum space architecture of Rolls-Royce Motors is designed to be tailored for each Rolls-Royce masterpiece.

    For Rolls-Royce, the introduction of a luxury architecture can free its models from the limitations of the inherent platform, and also facilitate its team to create more flexible products.

    As we all know, the rigidity of the all-aluminum space structure is better, not only lighter in weight, but also more quiet. An important feature of Rolls-Royce is its quietness.

    Therefore, the use of an all-aluminum space structure can not only reduce the weight of the Rolls-Royce body, but also bring more possibilities for the quietness of the car.

    On the other hand, the all-aluminum structure also has strong flexibility and expandability. Whether it is the front axle and rear axle of the body, or the length and height of the body, it can be flexibly adjusted for the exclusive design of different models.

    In addition, Rolls-Royce also filled the new Gust car roof, body, tires, and even glass with more than 100 kilograms of sound insulation material to ensure the quietness of the car.

    It is worth mentioning that the suspension system carried by the new Gust is a collection of continuously variable electronically controlled shock absorbers, self-leveling large-capacity air shock strut components and upper wishbone shock absorber units. Before the new Gust, this technology has never been applied to any mass-produced models. Not only that, the new Gust Extended Edition is also equipped with a full-time four-wheel drive system and an all-wheel steering system for the first time.

    "The installation of the four-wheel drive system is based on the needs of our customers, especially those in the north. In winter, everyone has a very strong demand for four-wheel drive vehicles." For the addition of the four-wheel drive system to the new Gust Li Long also answered the reason. At the same time, he said that as a subsidiary of the BMW Group, Rolls-Royce is also very willing to share the leading technological achievements of the BMW Group in the entire automotive industry, including four-wheel drive systems and all-wheel steering systems.

Do not blindly pursue sales

    The launch of the new Gust Extended Edition in China reflects the brand's emphasis on China, including the Asian market.

    From the very beginning, Rolls-Royce decided to set the world premiere of the new Gust Extended Edition in China, because there are still obvious differences between the demands of Asian customers and European and American customers for vehicles. Consumers in Europe and the United States prefer to drive in person, while users in Asia, especially in China, have a much higher demand for rear-seat experience than users in Europe and the United States, including advanced customization in the car, aviation seats, starlight roof, etc. Wait.

    Only affected by the epidemic, the time has been delayed. "Therefore, after the global launch of the new Gust on September 1, we will also bring this car to China as soon as possible in a few weeks. It is expected that the first batch of user-oriented vehicles will be delivered in two months." Li Long said so.

    For brands like Rolls-Royce that do not take volume, sales are often not the focus of their attention. "What makes us more happy than sales is that our customers are more diversified."

    Perhaps a few years ago, many people thought that Rolls-Royce should not be a car driven by young people, but this perception has also changed a lot in the past two years.

    The survey results show that five years ago, the average age of Rolls-Royce car owners in the Chinese market was about 47 years old. Now the average age of all Rolls-Royce car owners is only about 40 years old, and 20% of car owners under 25 years old. Especially the Phantom and Yaoying, which are more suitable for driving by themselves, the average age is only 35 years old.

    At present, 20% of Rolls-Royce female car owners account for 20%, which is quite different from the inherent impression of many people. Li Long believes that the main reason is that its product line is becoming more and more abundant. There are not only Phantoms suitable for driving, but also two-door models and two-door convertible models Phantom and Yaoying. "Furthermore, Rolls-Royce's SUV model Cullinan has also been launched. These models allow us to reach different customer groups."

    More importantly, in the past few years, Rolls-Royce's marketing methods have also seen a lot of breakthroughs. From the past, the lower the key, the better, to let more and more people know and show the charm of the brand to the public. In the past two years, Rolls-Royce has been spreading not only to people who can buy Rolls-Royce cars, but also includes many brand fans, including investment in social media.

    These have also enabled Rolls-Royce to maintain a good performance in the Chinese market.

    In recent years, the Chinese market of Rolls-Royce Motor Cars has been relatively stable, accounting for about 25% and 26% of the global market, and is on an upward trend. It has become the world's second largest market outside of North America. And under the special circumstances of the epidemic this year, it is also the market that has recovered the fastest.

    Li Long revealed that the current Rolls-Royce Motor Home in Goodwood, England has resumed two-shift production, mainly because China's market demand exceeded expectations.

    As far as Rolls-Royce is concerned, the biggest problem at the moment is not that the products produced cannot be sold, but that the supply is insufficient, especially in the Chinese market.

    Not only that, looking at the global market, whether the United States or Europe, the recovery situation is better than Rolls-Royce expected in February and March. This is of course a good trend.

    In fact, it's not just the automotive industry. Since April and May this year, the signs of recovery in China's luxury goods industry have been much better than expected. Especially in the third quarter, the performance of the entire luxury goods market far exceeded everyone's imagination. Part of the reason may be that as the domestic epidemic situation is improving, consumers have reduced their overseas consumption in Europe, the United States, Southeast Asia and other regions to domestic consumption in consideration of the overseas epidemic situation. Therefore, the sales performance of luxury goods is better than originally expected.

    "Now we are much more optimistic about our expectations for the whole year than we expected during the February and March outbreaks." Although Li Long is full of confidence in Rolls-Royce's market performance this year, it is no surprise that there is still no specific Digital expectations. However, for Rolls-Royce, numbers are not that important.