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 clients, autos, and attitudes in the direction of luxurious itself.

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

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

Query: What has brought about this transformation—is it the brand new markets in Asia or a unique view of automotive luxurious normally?

TMÖ: Luxurious has modified rather a lot prior to now ten years. We, subsequently, have a completely 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 big rejuvenation got here with the introduction of the Black Badge fashions. Initially, we feared this could appeal to new clients 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, clients would select a mannequin from one other producer as was usually the case earlier than. We have been actually not the primary, however with the Cullinan, we got here to the market on the proper time. The Cullinan has introduced us fully new clients. It’s an absolute household automotive for on a regular basis use; a Rolls-Royce that may additionally get soiled on occasion. Now, each second new Rolls-Royce is a Cullinan.

Query: How vital 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 allows 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 unique gown; we develop and produce fully unbiased fashions. Our clients recognize and demand this, as we’re in a very totally different worth phase than BMW.

Query: Not like different luxurious automotive 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 appeal to new and even youthful clients?

TMÖ: After all, now we have had collaborations with different luxurious manufacturers for a few years—however that is extremely unique and solely upon particular request. If a buyer desires 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’ve set the fitting course and you will notice that within the coming years with our new merchandise. Clearly, Rolls-Royce Motor Vehicles 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 strategy 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 religious house of Rolls-Royce; the one place on the planet the place we design and hand-craft our distinctive luxurious merchandise. It’s rather more than only a state-of-the-art manufacturing facility and the corporate headquarters; it gives guests a direct introduction to our model: lovely, elegant, and spectacular, but in addition artistic, vigorous, and consistently evolving.

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

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