No different automotive model embodies unique luxurious higher than Rolls-Royce. For almost 14 years, Torsten Müller-Ötvös has been steering the fortunes of the British subsidiary of BMW. A lot has modified throughout this time—amongst prospects, automobiles, and attitudes in direction of luxurious itself.

Query: Mr. Müller-Ötvös, you might have been the CEO of Rolls-Royce Motor Automobiles for almost 14 years. What has modified throughout this time?

TMÖ: To begin with, our prospects have modified considerably throughout this time. Once I began, the common age was 56—now it’s 42. However the prospects themselves haven’t solely gotten considerably youthful; the person profile of a Rolls-Royce has additionally fully modified. Again then, we had 80% chauffeur-driven automobiles and solely 20% self-drivers—at this time it’s the other.

Query: What has precipitated this variation—is it the brand new markets in Asia or a special view of automotive luxurious typically?

TMÖ: Luxurious has modified so much prior to now ten years. We, due to this fact, have a wholly totally different portfolio to serve prospects accordingly. For the reason that BMW Group took over Rolls-Royce Motor Automobiles in 1998, there was initially solely the Rolls-Royce Phantom for a few years. Then got here fashions just like the Ghost, Daybreak, or Wraith, which appealed to self-drivers and youthful prospects. A major rejuvenation got here with the introduction of the Black Badge fashions. Initially, we feared this might entice new prospects however alienate present ones. The alternative is the case. We initially calculated a gross sales share of 15% for Black Badge fashions. Relying on the mannequin, we are actually at about 40%.

Query: Rolls-Royce was late to leap on the SUV and off-road automobile bandwagon with the Cullinan. Does a luxurious model like Rolls-Royce want an SUV?

TMÖ: An SUV is now important within the absolute luxurious phase for buyer success. In any other case, prospects would select a mannequin from one other producer as was usually the case earlier than. We had been definitely not the primary, however with the Cullinan, we got here to the market on the proper time. The Cullinan has introduced us totally new prospects. It’s an absolute household automotive for on a regular basis use; a Rolls-Royce that may additionally get soiled every now and then. Now, each second new Rolls-Royce is a Cullinan.

Query: How vital is BMW because the dad or mum firm behind the British model Rolls-Royce?

TMÖ: Clearly, with out BMW, Rolls-Royce Motor Automobiles wouldn’t exist in its present type. BMW permits us to make use of applied sciences that we couldn’t afford with our unique manufacturing numbers. In contrast to different manufacturers, a Rolls-Royce just isn’t a BMW in a special costume; we develop and produce totally unbiased fashions. Our prospects respect and demand this, as we’re in a very totally different value phase than BMW.

Query: In contrast to different luxurious automotive manufacturers, Rolls-Royce has to this point not collaborated with different luxurious labels exterior the automotive business. Will this variation sooner or later and will this not entice new and even youthful prospects?

TMÖ: In fact, we’ve got had collaborations with different luxurious manufacturers for a few years—however that is extremely unique and solely upon particular request. If a buyer needs the watch of a particular watch model constructed into the dashboard of their Rolls-Royce, we make that potential with out promoting it. Our stage of customisation is aware of no limits.

Query: The place do you see the Rolls-Royce model within the subsequent 10 to fifteen years?

TMÖ: We have now set the suitable course and you will notice that within the coming years with our new merchandise. Clearly, Rolls-Royce Motor Automobiles will probably be electrical—with totally electrical fashions and no plug-in hybrids. A Rolls-Royce should drive like solely a Rolls-Royce can—whether or not it’s powered by an inner combustion engine or an electrical drive. The success of this method is demonstrated by our first mannequin, the Rolls-Royce Spectre, which has exceeded all expectations.

Query: How vital is Goodwood as a location for Rolls-Royce on this context?

TMÖ: Goodwood is each the bodily and non secular residence of Rolls-Royce; the one place on the earth the place we design and hand-craft our distinctive luxurious merchandise. It’s far more than only a state-of-the-art manufacturing facility and the corporate headquarters; it affords guests a direct introduction to our model: lovely, elegant, and spectacular, but in addition inventive, energetic, and continuously evolving.

Query: Prospects within the value phase past €300,000 are extra demanding than ever. How are prospects’ needs for brand spanking new fashions collected?

TMÖ: Our salespeople have a really shut relationship with most prospects. I’ve recognized a lot of our prospects for a few years and once I’m on enterprise journeys, there are at all times appointments with prospects. This manner, you be taught concerning the needs of the purchasers and potential prospects very exactly.