If there are brands in the car circle can be called the legendary words, then Rolls Royce is undoubtedly one of the few answers.
Mention Rolls Royce, no doubt it is in the luxury car pyramid in the laurel position, expensive price, rare possession, business giant Chinese buyers, let it once put on a mystery.
In this car circle, Rolls-Royce seems to always be able to walk with the time, in the past 92 years, the phantom seems to have witnessed the historical events of the 'living fossil'.
Whether it is Montgomery marshal driving with British Prime Minister Winston Churchill and the United States General Eisenhower counterparts; or the Beatles to Buckingham Palace to accept the Royal Medal of Honor, Queen Elizabeth 25 anniversary celebration and other exciting moments have its shadow.
And as the flagship model of the whole Rolls Royce family, with the 'best car in the world' dazzling halo of the phantom is undoubtedly the title of the 'diamond' .Then, the passage of time to give the Rolls-Royce Phantom how the charm? The pursuit of creating the world's top luxury 'early' it in the eighth generation of Mirage to produce a kind of 'answer'?
Recently, the new eighth generation Mirage officially listed in Beijing. Rolls-Royce Automotive China Director Mr. Li Long and automotive headlines APP shared Rolls-Royce time philosophy and the new eighth-generation Phantom behind the story.
'We want to be the ultimate luxury'
This time the listing was carefully selected in the 700 years with a long history of Beijing Drum Tower, in the time museum to explore the century-old brand of time story is undoubtedly in the appropriate. Li Long revealed the choice of time The reason for the museum: that is expected to reflect the Rolls-Royce as a luxury lifestyle expression.
'Beijing is the most attractive to me this sense of conflict, both historical and modern. Time Museum in the Drum Tower on the edge of the sea from the very close, there is a' big faint in the city 'this deep courtyard feeling. Painting and calligraphy, there are collections of national treasure collection, but also poetry, songs, tea and other life embodied, I think a good interpretation of the Rolls-Royce brand. Rolls-Royce is not just a car, more emphasis on the way of life. '
When it comes to time, Li Long and Rolls-Royce have their own understanding. 'We position ourselves as a luxury and a work of art. Any works of art must first be able to withstand the time, not simply follow the trend, Must be full of long life.
For the eighth generation of Mirage on Rolls-Royce, it is precisely in a time before and after the window.Li Long said, 'as a century-old luxury brand, we introduce new products, will uphold the three most basic The first is the inheritance, the second is the development, the third is the prospect. 'The new phantom is undoubtedly the three basic principles of the master.
In the heritage, the new Rolls-Royce Phantom continues the continuation of the basic idea of the past, the reconstruction of the Patnon temple-style grille is the design of the focus of the huge intake grid than the seventh generation of labor Slice Phantom is higher, and the position of 'Celebrating the Goddess' is also about half an inch. 'Let' s touch it and know that it 's a Rolls - Royce.'
In the development, due to customer psychology of consumer changes, so in the design language also carried out with the times of interpretation .Li Long said, 'relatively speaking, the global high net worth the average age of people are declining, everyone for aesthetic, Grade, the understanding of modern luxury with the previous also have a difference.Therefore, our new generation of phantom design language, in the continuation of the traditional DNA on the basis of a modern interpretation, it becomes more young, fashion, so that the current high net worth The crowd is more appreciative of this car.
Rolls-Royce Automotive China Director Mr. Li Long
Creating the ultimate tranquility is an impressive one in the Mirage Mirage Mirage also uses 6mm double-coated sound insulation, the largest ever cast aluminum parts and high-performance sound-absorbing material to ensure sound insulation.
The two-layer alloy material, which is located in the area of the vehicle floor and the structural baffle, blocks the noise from the road. The technology is first applied to the new Rolls-Royce Phantom. In addition, it is placed in the roof, door and luggage compartment The high-performance sound-absorbing layer further enhances sound insulation and reduces echoes. Rolls-Royce also invented high-mute tires - the tire has a special foam layer to absorb tire noise, so that the entire tire noise reduced by 9 dB.
'The final test session in the phantom, because the sound insulation done so well that the test drive of the global directors and engineers will feel the largest noise source from the air conditioning.' Li Long proudly said that all this effort of the original intention, Is to meet the current owners for the strict requirements of the private environment and adhering to the magic carpet-like driving experience of the brand NDA.
And the concept of the Art Gallery is undoubtedly another attempt to meet the trend, and all the elements in the gallery are sealed by a piece of tempered glass and extended throughout the instrument area. Personalized customization reserved space.
At present, Rolls-Royce has worked with some artists and designers to design some examples of works of the Artistic Treasures, including oil paintings by the famous Chinese artist Liang Yuanwei, Young artist Helen Amy Murray (Helen Amy Murray) creation of abstract silk design.
'Rolls-Royce' as a 'artwork on the wheel', we not only positioning ourselves in the car, in the future our goal is to do the ultimate luxury, so we have a lot of cooperation with the arts, such as the new phantom Of the "art of possession treasures" gallery, let Rolls-Royce different from the traditional ultra-luxury cars, which we are happy to see, but also our future direction. 'Li Long said.
In the prospect, in the current electrification has become the trend of the times, Rolls-Royce through the new phantom equipped with exclusive aluminum body structure for their future set aside enough possibilities.
Li Long stressed that 'this generation of Mirage for the first time using a new luxury architecture, we have confirmed that Rolls-Royce will have non-internal combustion engine power system, luxury architecture also allows us in the future with any power system, traction system and control system, So the new phantom can be said to be before and after.
The engineers designed a new 6.75-liter V12 power system for the new Rolls-Royce Phantom, replacing the conventional naturally aspirated V12 engine. The new twin-turbo V12 engine guarantees an amazing torque of 900 Nm and 1700 rpm Low speed at the same time, the power up to 563 horsepower, which makes the realization of high horsepower while improving the fuel economy.
'The most critical thing is to do the right thing'
As Rolls-Royce in China 's principal', Li Long 's words, then obviously so that you can feel a hundred years of car prices calm, like Rolls - Royce, he will use a broader perspective To look at the ups and downs of sales.
'As the ultra - luxury brand with more than a hundred years of history, the most critical thing is that we have to do what we think is right, it' s a tough and sticky brand. '
Li Long talked about the 'think of things' to include the pyramid spire at the location of the Rolls-Royce is no longer mysterious, but with this era and consumer groups are more closely linked.
In recent years, Rolls-Royce's customer base in China has undergone dramatic changes, and now the domestic Rolls-Royce average age is only 39 years old, female customers can account for 20%. Most of these new customers from New industries such as IT, finance, entertainment, biopharmaceuticals and so on, 'China Rolls-Royce customer choice is more diversified, consumer attitudes tend to become more international.'
He said in earnest, 80 has now begun as the past, the stage of history, this is not just a brand phenomenon, may be the phenomenon of the whole society. 'These 80 representatives of the new China, modern China Is the representative of a new generation of Chinese people with an international perspective.
Obviously, the need for Li Long and Rolls-Royce to make a change in order to allow more high net worth crowd to contact Rolls-Royce, he and the team to do a few things before the Rolls Royce 'can not do things '.
The first thing is for the first time in 2015 to the public held a 'product of Rolls Royce' brand tour, which is the first time in the history of Rolls-Royce. 'We hope that more people, not only the owner, including Our fans, to understand the content of the Rolls-Royce brand. The brand exhibition in Beijing, Shanghai, Shenzhen, Chengdu made four stations, and achieved very good results.
The second thing is the track experience day of 2015, the purpose of this event is to allow customers to perceive the Rolls-Royce ease, retractable power. 'The past concept will think Rolls-Royce Is basically going to ride, to have drivers to drive, but we put the slogan of the Rolls Royce, Gust are brought to the professional track, so that customers experience, the customer is refreshing feeling.
The third thing is to try the immersion experience of the play.New Mirage release, their team will use the private appreciation of the way to the whole to create a way of life and luxury gas field.In addition, Rolls Royce in social The network also broke the silence of the past, in the network marketing and social media into a lot of resources.
In the marketing system, but also Li Long focus on the current 22 dealers in the limited coverage of the premise, he and the team to take a variety of new initiatives to make up for the 'blind spot' to achieve the overall upgrade of the marketing system.
In the first line of the city in the north, based on the current distribution store, Rolls-Royce to create a boutique display window in some second and third line market, through the Pop Up Studio (limited time brand experience center) this new way, through two to three Month time to show in the more remote three or four lines of the city, Rolls-Royce by way of tour, will choose one or two senior custom Rolls-Royce models, held in the weekend showcase.
'China should be the largest single market'
In the rapidly changing car market competition, Rolls-Royce 'has done nothing,' is in full swing 'all the way' to link 'Chinese consumers, looking for their own new character of.
From the current point of view, the effect is very obvious, on the one hand, Rolls-Royce WeChat index performance than a lot of fast moving consumer goods and the average performance of luxury, 'that we are more and more social media topic.'
On the other hand is the rise in sales volume, in the new Mirage has not yet delivered the case, from January to August Rolls-Royce China's sales increased by 66% while the eighth generation Mirage Although just listed, but next year's Chinese market Quotas are already only half of the quota.
'Rolls-Royce in the current brand awareness, it should be said than four years ago to have further enhance our brand awareness, brand image is more young than before, more dynamic, it is for this reason, there are Many new high net worth people are willing to choose us, which is in the past four years I think the most successful point. 'For the current Rolls-Royce development in China, Li Long gave a positive evaluation.
As we all know, the current new energy can be described as the trend of the times, and many car manufacturers have also announced a radical new energy strategy, blowing the new wave of energy, Rolls-Royce has its own independent judgments.Li Long that ' Rolls-Royce is very willing to accept and embrace new things, but be sure to make sure that mature technology is used on the product.
He said that the car headline APP said that at the previous Frankfurt Motor Show has confirmed the future there will be non-internal combustion engine power system launch, but at this stage, he believes that Rolls-Royce equipped with V12 twin-turbo engine can be said to be The best of the internal combustion engines, 'our customers will not accept the Rolls-Royce car as a test platform for new technology.'
For the future, with the general car brand is different, sales of ups and downs does not seem to let Li Long feel anxious or delighted, he is more willing to discuss this century luxury brand in the era of change under the imprint of the footprints and Pattern sense.
'Whether it is China or the world, in the hundred years have experienced too many ups and downs and large historical events, but a brand can exist, the key is the brand culture, and you in the market downturn is done, Not to ensure that the future growth in the market to keep up with the tide of the entire market growth, which is our most concerned about.
And the Chinese market will undoubtedly play a bigger role in the future chapter of the Rolls-Royce brand. 'If we insist on doing the right thing, the whole Chinese social economy is developing, I think one day, for any brand, China should be the largest single market. 'Li Long said categorically.