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- Source/Chief Business Think Tank
- Author / Think Tank Jun
Introduction: Halfway through 2023, the fierce battle of car companies is still a few joys and a few sorrows.
Joyful, such as BYD and Ideal, one has been far ahead in sales; The other has made profits for two consecutive quarters and has become the first new force to get out of the dilemma of loss-making.
Of course, there are more worried car companies, and there are some brands that have not sold a few cars and are already on the verge of bankruptcy.
Unexpectedly, the super luxury car brand Rolls-Royce actually has worries - the worry is too good, which is somewhat Versailles.
01. "Record-breaking" delivery
Five or six years ago, a marketing officer allegedly sent by Rolls-Royce to China said to be at an event – "What an easy job".
This "easy job" continues to the present.
Even if the market downturn of the epidemic black swan has been experienced in recent years, even if the brand's electric vehicles have been called out, Rolls-Royce has never worried about sales.
Not long ago, Rolls-Royce announced that global car sales in 2022 hit a new high in 119 years, delivering a "record-breaking" 6,021 vehicles.
●Source: Rolls-Royce Weibo
This data, compared with 5,586 units sold in 2021, increased by 8%, and it is also the first time that Rolls-Royce's annual sales exceeded 6,000 vehicles.
Scratch the point, but still fail to effectively digest the orders in the hands of the brand.
In fact, not only last year, but also the past few years, Rolls-Royce sales have also been good.
In 2018, Rolls-Royce sold 4,107 vehicles worldwide, the highest sales in its 115-year history. Among them, the Chinese market grew by more than 40%, contributing 20% of the brand's sales.
●Source: Rolls-Royce Weibo
In 2023, Rolls-Royce launched its first electric car, the Spectre. Although this electric car is belated, if you place an order now, it is estimated that you will not be able to pick it up until 2025.
This is simply unimaginable for other car brands.
Everyone knows that late delivery means leaving room for competition. However, Rolls-Royce occupies the ceiling of luxury cars and has always been synonymous with scarcity and delayed gratification.
Those who choose Rolls-Royce don't mind waiting 12, 15 or even longer.
Or maybe this kind of waiting is good for the brand.
●Source: Rolls-Royce Weibo
A few years ago, Rolls-Royce proposed to promote the transformation of electric vehicles. In this process, it has sufficient orders to support the smooth transition from fuel vehicles to electric vehicles.
Although in the view of the brand CEO, "selling out before the car is produced" is not worth advocating, but a reflection of a bad production plan.
However, Rolls-Royce, which only serves the "spire group", has not sold enough fuel vehicles, and electric vehicles have been robbed, which still makes other car companies very jealous.
Netizens who know a little about luxury cars know that the average selling price of a Rolls-Royce is about 3.6 million yuan.
Some flagship models can even exceed 2 million euros after customization. Behind the price push, there is the help of local tycoons in the Middle East.
●Source: Rolls-Royce Weibo
However, as the world's second largest market, Greater China is also of vital strategic importance to Rolls-Royce.
According to the brand's annual sales report, for every five cars sold worldwide, there is a Chinese owner.
In particular, Rolls-Royce's Chinese customers are showing a younger trend.
The director of the brand China said: The age of customers in the Chinese market is about 39 years old, which is lower than the average age of Rolls-Royce car owners worldwide.
So, why can Rolls-Royce, which sells for millions at every turn, become more and more popular?
02. Customization is the core
Since 1907, when Rolls-Royce's first true legend "Silver Ghost" was born, its powerful performance and extremely low noise when driving have become its classic characteristics.
From the perspective of product strength, the advantages of Rolls-Royce need not be said.
However, the fundamental reason that distinguishes Rolls-Royce from other car brands and its high price is the extensive use of manual manufacturing.
To this day, the grille of the front radiator of the Rolls-Royce is still done by skilled workers with their hands and eyes, which is quite admired by the industry.
Even more exaggerated, more than 60% of Rolls-Royce have performed well since 1906.
●Source: Rolls-Royce Weibo
It can be said that the keywords of limited production, craftsmanship, and extreme details determine the price of Rolls-Royce.
There is no shortage of fans in Rolls-Royce, but also in the changes in people's consumer psychology after the epidemic, as well as customized services that strengthen the brand.
Rolls-Royce CEO Torsten Miller-Utvers once said that the epidemic has made many consumers feel that life is short, and they must enjoy life well, making them more willing to pay for luxury cars.
In order to turn the enthusiasm of these potential customers into a purchase decision, Rolls-Royce has made no less efforts.
"As a true luxury brand, sales are not the main measure of a brand's success, and Rolls-Royce is not and will never be a mass production manufacturer," the brand said. ”
●Source: Rolls-Royce Weibo
As a result, Rolls-Royce, where "customization is the core", provides more imaginative customized add-ons for young consumers who are keen to "want to turn themselves into artists".
Driven by personalized services, the average price of Rolls-Royce in 2022 reached 500,000 euros for the first time in history, almost double that of 10 years ago.
In fact, starting in 2022, every Rolls-Royce that leaves the Goodwood factory in England has its own customization elements.
This also shows that the mentality of customers is changing today, and they choose to buy Rolls-Royce, which is to want this car to have its own unique personality configuration.
●Source: Rolls-Royce Weibo
At the same time, another benefit of customization is that brands can establish deep interaction with their own users.
"Deep interaction" is the characteristic of car companies in the era of electrification. Through user feedback and drive, it will help the brand achieve its goal of electrifying all models by 2030.
03. True luxury
The brand power of Rolls-Royce is unquestionable.
The goddess of celebration that conveys the spirit of the brand, the two "R" overlapping the logo, symbolizing power and dignity.
When this brand sticker symbolizing power and dignity is deeply rooted in the hearts of the people, Rolls-Royce has also become a must-have for showing off wealth in the online world.
On various short video platforms, Rolls-Royce is almost the standard for Internet celebrities.
Or young and beautiful, or tall and handsome Internet celebrities, driving custom-made, limited edition Rolls-Royce out on the street, attracting the envious eyes of many people.
●Source: Rolls-Royce Weibo
In a sense, Internet celebrities in the traffic era are everywhere, and they have contributed a lot to Rolls-Royce's sales.
On the other hand, since 2012, China has entered a period of rapid growth in luxury consumption.
In recent years, luxury goods have been rising in price, posing as a "love to buy but not to buy" posture.
Behind the price increase is the revenue anxiety of luxury goods.
For example, LVMH's revenue in 2020 was 350.94 billion yuan, a year-on-year decrease of 17%, and the first decline in nearly five years. Hermès and Chanel have faced revenue and profit declines.
●Source: Rolls-Royce Weibo
Only Rolls-Royce, which has been increasing prices for more than ten years, has always been stable, and even the price increase has stimulated sales.
Why? It is precisely because of Rolls-Royce's insistence on "true luxury".
Take the first electric car "Shining" launched by Rolls-Royce.
In terms of cruising range, the data of 520 kilometers (WLTP) is definitely not amazing compared with many new energy brands.
However, the introduction of this car is based on the experience accumulated in two experimental models "102EX" and "103EX" built since 2011.
●Source: Rolls-Royce Weibo
These two experimental models without energy production, providing concepts such as pure electric and unmanned driving, have allowed the brand to obtain relevant inspiration for automotive intelligence.
More than ten years of exploration in the field of intelligence have also made the belated "Shining" attract a large number of young customers against the background of the brand's dazzling halo.
Therefore, the real luxury is a kind of circle label that transcends brand power, and it is irreplaceable to take product power as the landing point.
This irreplaceability makes the price no longer the main factor for customers to consider.
It seems that Rolls-Royce's "too good to sell" Versailles state will continue.
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