Beijing, October 2023 — The British luxury carmaker Rolls-Royce Motor Cars is witnessing a significant surge in demand for customized services in China, its second-largest market globally. Recognizing the unique preferences of Chinese clients, the company has established a private office in Shanghai, marking its second overseas private office after Dubai.
At the Beijing Auto Show this year, Rolls-Royce CEO Chris Brownridge shared insights on the importance of the Chinese market and its untapped potential. “China’s affluent consumers have a deep appreciation for personalization and bespoke craftsmanship,” Brownridge said. “Our Shanghai private office allows us to offer an unparalleled level of service, catering to the individual tastes and lifestyles of our Chinese clientele.”
The move underscores the strategic emphasis Rolls-Royce places on China, where the appetite for luxury vehicles continues to grow. The Shanghai office is designed to provide a dedicated space for clients to collaborate with the company’s designers and artisans, crafting vehicles that reflect their personal narratives.
“The demand for customized luxury cars in China is unlike any other market,” Brownridge noted. “Our clients are not just purchasing a car; they are investing in a piece of art that embodies their identity.”
The establishment of the Shanghai office follows the success of the company’s first overseas private office in Dubai, catering to the Middle Eastern market. The expansion into China aligns with the broader trend of luxury brands enhancing their presence in Asia to meet growing consumer demands.
Analysts observe that China’s rising wealth and changing consumer behaviors are driving the luxury automotive sector’s growth. Rolls-Royce’s commitment to personalization resonates with Chinese customers’ desire for exclusivity and self-expression.
As the company continues to innovate and adapt to regional market dynamics, the Shanghai private office represents a significant milestone in Rolls-Royce’s global strategy. “We are dedicated to deepening our relationships with clients in China,” Brownridge emphasized. “By bringing our bespoke services closer to them, we can create extraordinary experiences that go beyond the automobile itself.”
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Rolls-Royce CEO: High demand for customized services in China
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