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

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

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

Query: What has triggered this transformation—is it the brand new markets in Asia or a special view of automotive luxurious usually?

TMÖ: Luxurious has modified loads previously ten years. We, subsequently, have a wholly totally different portfolio to serve clients accordingly. Because the BMW Group took over Rolls-Royce Motor Vehicles 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 clients. A major rejuvenation got here with the introduction of the Black Badge fashions. Initially, we feared this is able to entice new clients however alienate current ones. The alternative is the case. We initially calculated a gross sales share of 15% for Black Badge fashions. Relying on the mannequin, we at the moment are 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 section for buyer success. In any other case, clients would select a mannequin from one other producer as was typically the case earlier than. We had been actually not the primary, however with the Cullinan, we got here to the market on the proper time. The Cullinan has introduced us solely new clients. It’s an absolute household automobile for on a regular basis use; a Rolls-Royce that may additionally get soiled from time to time. Now, each second new Rolls-Royce is a Cullinan.

Query: How necessary is BMW because the father or mother firm behind the British model Rolls-Royce?

TMÖ: Clearly, with out BMW, Rolls-Royce Motor Vehicles 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. Not like different manufacturers, a Rolls-Royce will not be a BMW in a special gown; we develop and produce solely unbiased fashions. Our clients recognize and demand this, as we’re in a totally totally different worth section than BMW.

Query: Not like different luxurious automobile manufacturers, Rolls-Royce has to date not collaborated with different luxurious labels outdoors the automotive business. Will this transformation sooner or later and will this not entice new and even youthful clients?

TMÖ: After all, we now have 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 selected watch model constructed into the dashboard of their Rolls-Royce, we make that doable 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 best course and you will notice that within the coming years with our new merchandise. Clearly, Rolls-Royce Motor Vehicles can 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 necessary is Goodwood as a location for Rolls-Royce on this context?

TMÖ: Goodwood is each the bodily and religious dwelling of Rolls-Royce; the one place on this planet 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 gives guests an instantaneous introduction to our model: lovely, elegant, and spectacular, but additionally artistic, energetic, and consistently evolving.

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

TMÖ: Our salespeople have a really shut relationship with most clients. I’ve recognized lots of our clients for a few years and after I’m on enterprise journeys, there are all the time appointments with clients. This manner, you study concerning the needs of the purchasers and potential clients very exactly.