Rolls-Royce wants to keep its exclusivity, not planning an explosion of new models

Article by Christian A., on March 19, 2013

Rolls-Royce boss Torsten Müller-Ötvös says that since exclusivity is highly valued by its customers, it’s not likely that there will be an explosion of new products after the new Wraith coupé is launched. Priced at about £215,000, the Ghost-based Wraith coupé will start selling this autumn.

However, Müller-Ötvös said that the company would have to give much thought to any plans of expanding the range further.

He said that while the company wants to bring the brand to new direction, they have to be careful with the brand as it has a “century of pedigree.” He explained that the company isn’t included to raise production as there’s no space to expand the plant.

He also mentioned that its customers love their cars’ exclusivity. He mentioned that Rolls-Royce can produce cars that cost £150,000 cars but its cars’ rareness is what makes the company capable of selling cars with a price tag of about £200,000. Because of this principle of exclusivity, the company isn’t eager to just follow every trend.

Müller-Ötvös acknowledged that it’s probable that new products will be launched every two years. He declined to discount the possibility of introducing an SUV to go up against Bentley.

He also made light of rumors that the rising demand for SUVs in markets like China, Russia and Brazil means that the company would definitely build such a car. He said that he won’t absolutely say that it won’t be entering certain segments. He did mention that no customer has asked for an SUV yet.

When Rolls-Royce wanted to reinvigorate the Phantom family, the statement from the company co-founder, Sir Henry Royce, permeated all that the design teams, engineers, and artisans endeavoured to reach: Take the best that exists and make it better.

This significant mantra came to stand for the noteworthy enhancements made to the brand's peak cars for the 2012 launch, and carries on resonating powerfully from the design halls to the assembly plant at the Rolls-Royce’s in Goodwood to this day.

But there is more to the famous Royce quote. Take the best that exists and make it better: when it does not exist, design it.

This full statement inspired the Rolls-Royce Wraith’s development. There was nothing that existed like it in Rolls-Royce’s portfolio, or in the entire automotive realm.

The ideal of “when it does not exist, design it” runs deeply through Rolls-Royce’s history. It is apparent in the innovative spirit and in the automobiles characterising the brand at the beginning of the 20th century. Exploits occurring on sea, on land, and in the air, led Rolls-Royce to three-in-a-row world records in speed.

Company's founding father is the Honourable Charles Rolls, whose hunger for adventure led him to succeed in racing and aviation. He was the first man ever to cross, in a powered aircraft, the English Channel and go back with no stops, earning him the highest praise from King George V.

Wraith resonates the spirit of these historic achievements, testing the boundaries of style and structures, defying assessments, and providing the liveliest, most involved drive experience in the brand’s more than a century history. It didn't exist, so Rolls-Royce created it.

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Topics: rolls-royce



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