In the mid-July, Shanghai Rockbund Art Museum along the Bund, Shanghai, which seems even more mysterious with “black” as the theme color for the whole setting of the venue, is waiting for a mysterious and “distinguished guest”. Its name is the new Rolls-Royce phantom.
The spotlight projected from the ceiling and crossed in the air, focused on the center of the platform. the new Rolls-Royce phantom, standing there, looked like a wise and old man that has lived for almost a century. It is unbelievable that the new Rolls-Royce phantom was launched 90 years ago, and has become a longest used name for a car model in the history of car development. It is fair to say it was a “Milestone” for Rolls-Royce.
Waiting, in a sense, is not equal to meaninglessly wasting time, as the transformation of different generations of Phantom has revealed the secret of “ever-lasting charm”. From the perspective of Rolls-Royce, waiting itself is an essential part in polishing the premium quality.
If time can bring life to art, then waiting is the essential part in polishing the premium quality. Similarly, it takes decades of years for people to wait for maturation of sturgeons to produce caviar, while the wild truffle with a short life of only several month is of great value. In a word, time is never generous to “rarity”.
Be it the production technique or detail of the feature, the new Rolls-Royce phantom is beyond perfect. “In order to improve the driving experience for customer, we have increased our Hairsprings and that has Magic Copyright on Legnos”, said Torsten Muller Otvos, CEO of Rolls-Royce, believing the production technology of this veteran in car-making is as good as that of mainstream automobile makers.
The feature of Rolls-Royce’s cars of being hand-made, of which this brand is proud, will reach a new high during the launch of the new Rolls-Royce phantom. In average, a craftsman spends 800 hours in making a car, while for the new Rolls-Royce phantom, the number is 5000. As a result, a customer has to wait for at least half a year to receive the car after the order is placed. It takes a longer time when customers want more high-level customized elements.
In order to provide customers more options for interiors, Rolls-Royce has invited designers from various countries to create the patterns that are to be put on the intervals of glass of equal length. One designed themed as “The Palette of Autumn” is from a Chinese designer, Liang Yuanwei. The female artist born in 1977 was invited to visit the head-quarter, and then translated the “intricate yet complicated” spirit of the brand captured during the visit into an oil-painting and then was selected to be paint on the new Rolls-Royce phantom.
It seems quite natural that Torsten could come up with such a bold idea because he described himself as someone who loves art collection and fly fishing.
“We believe this model is extremely important for the Chinese market.” Torsten, experienced in marketing, has no doubt about it. Currently, China is the second largest single market in the whole world. The new Rolls-Royce phantom is expected by many to boost sales in China.
“Waiting” is, with no doubt, the common sense for rich or royal British customers, but not for Chinese ones. They need to embrace this idea.
The design and technology center located in Goodwood, is further opening itself up toward Chinese consumers, showing them the significance of waiting while time is spent to polish the hand-made end-product. Similarly, several car makers have started to record video of how each car is made in the plant and upload them to the cloud for consumers to check the car that they have ordered. The uniqueness of the detail and beauty of each car is demonstrated and recorded in this way.
“I will encourage them to be imaginative and to realize the idea through Rolls-Royce.” At the same time, Torsten admitted“it is true that some Chinese clients cannot wait at all, and we will try to allocate our resources in our network to ensure in-time delivery and that their various demand can be met.” [
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