Rolls-Royce's Leon Li on Becoming 'Younger and Cooler' for Chinese Millennials
The director of Rolls-Royce Motor Cars, China discusses why they chose Shanghai for the Asian premiere of the Dawn convertible and why young Chinese clients are demanding bespoke designs.
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- In 2014, China passed the United States to become Rolls-Royce’s biggest market, but sales then plunged 54 percent the next year, boosting the United States back to the top spot. Given that sales are good overall—in 2016, Rolls logged the second-most sales in its then 113-year history—does the Chinese market concern you?
- That said, China sales in 2016 were 23 percent higher than the year before. Is that trend continuing thus far in 2017? Are you confident you can recapture the heady numbers of 2014?
- What’s the most popular Rolls model on the mainland? Was the Dawn convertible, the most recent model release, well-received?
- Unquestionably, the 2018 model year looms large for Rolls-Royce globally, with the release of the eighth-generation Phantom, followed by the ultra-luxury Cullinan SUV. What do you expect of the Phantom in particular, both on the mainland and in Hong Kong?
- Likewise, what are your expectations for the Cullinan, which will compete directly with the Bentley Bentayga?
- How many showrooms does Rolls-Royce maintain on the mainland and in Hong Kong? Do you have plans to expand geographically in the near future, or is your coverage of the country ideal for the time being?
- At the 2017 Shanghai International Automobile Industry Exposition, Rolls-Royce showcased its increasingly “bespoke” capabilities, through which buyers can customize their vehicles to an unprecedented degree. Is this feature more important in China than in the rest of the world?
- Final thoughts?
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