The iconic British automaker has adapted its designs to cater to a new form of clientele. Photo: James Lipman
Nosy Parker, Lady Penelope's chauffeur from the Thunderbirds, sat permanently in the front seat of her personalized pink Rolls-Royce.
However, like the puppets, real Rolls-Royce chauffeurs are now may be a thing of the past.< /p>
Buyers of iconic British cars are increasingly turning away from hired drivers and choosing to drive themselves, according to the car brand's outgoing CEO.
Thorsten Müller -Otvos, who announced his resignation as Rolls CEO — Royce Motors on Thursday said the luxury car brand's clientele had changed dramatically since he took the helm nearly 14 years ago.
Mr Müller-Ötvös said: “When I took the helm, it was 80 chauffeured cars. and 20% driverless cars. And now it's the other way around.»
The shift highlights a dramatic change in the type of drivers buying the iconic cars, which cost on average half a million pounds.
Rolls-Royce was originally the preserve of older, upper-crust buyers. layers of society. becoming increasingly popular among young entrepreneurs, celebrities and sports stars.
The luxury car brand is becoming increasingly popular among young people. owners including footballer Marcus Rashford. Photo: Eamonn and James Clark
Famous Rolls-Royce owners include Justin Bieber, Khloe Kardashian and Marcus Rashford, and the average age of a Rolls-Royce buyer has dropped from 56 in 2010 to just 43 — lower than Mini.
These According to Mr Müller-Ötvös, young buyers are increasingly choosing to drive themselves.
This change is reflected in the design of Rolls-Royce cars.
While the doors of the classic Phantom hinged at the rear of the car to allow the driver to open them more easily, later models are now two-door. In 2013, the company launched the two-door Wraith.
In 2016, Rolls-Royce launched the two-door Dawn convertible with a custom matte Black Badge finish aimed at younger drivers.
Mr Müller-Ötvös said the darker and more menacing designs represented co-founder Sir Henry Royce's alter ego.
He told trade magazine Robb Report: «This has been very successful for us in connecting with a completely new generation of customers.»
The British brand has also launched an SUV and this year introduced the Specter, its first all-electric car.
Although most new Rolls-Royce owners now drive themselves, there are still some who want to. be a city driver.
A job advert published by luxury recruiter Eden Private Staff last month said a couple from London's exclusive Mayfair area were hiring a driver for their two Rolls-Royces. The successful candidate will receive £70,000 per annum for working six days a week to support a family.
Thorsten Müller-Ötvös announced on Thursday that he would step down as CEO of Rolls-Royce Motors Photo: Andrew Matthews/PA
In 2013, Rolls-Royce launched the White Glove program, which provides training to drivers assigned to drive their employers around.
The course teaches skills including a braking technique dubbed the «champagne stop,» which is designed to ensure passengers don't spill a drop of their drink when stopping the car.
Mr. Müller-Ötvös. was discussing Rolls-Royce's changing clientele as the 63-year-old announced his retirement.
The German is the company's longest-serving CEO since Claude Johnson, who merged Charles Rolls and Henry Royce in 1904.
During his reign, Rolls-Royce's annual sales increased from around 1,000 to more than 6,000. Every car that leaves the Rolls-Royce plant in Goodwood, West Sussex, is now built to order.
In a statement, Mr Müller-Ötvös said: “Leading Rolls-Royce for almost 14 years has been the greatest privilege and pleasure of my professional life.
“To lead the company and its people to a world-class position Where she stands today at the pinnacle of the luxury industry has been a remarkable adventure.»
p>
Rolls-Royce, bought by BMW in 1989, hailed him as a «remarkable» leader.
p>He will retire at the end of November and will be replaced by Chris Brownridge, the current CEO. BMW in the UK.
Свежие комментарии