August 7, 2012
Private aviation provider Flexjet will tour its parent company Bombardier’s new Learjet 85 aircraft in an 11-city U.S. tour with partner brands including British automaker Rolls-Royce Motor Cars.
Flexjet and Bombardier are inviting select consumers to limited-attendance events in cities such as Chicago, Los Angeles, New York and Washington to take a tour of a mock Learjet 85 cabin and explore the aircraft’s advances in aerodynamics, structures and efficiency. Rolls-Royce is one of four partners participating in the events and will have its Phantom Series II and Ghost models on-hand for test-drives to target ultra-affluent consumers one-on-one.
“With delivery not scheduled until 2013, we decided to take the Learjet 85 aircraft mock-up, and some of our finest partners, on the road to 11 of our top-target markets in the United States,” said Bruce Peddle, vice president of sales and marketing at Flexjet, Richardson, TX. “This allows our owners the chance to experience the world of possibilities that will open up to them with the Learjet 85’s aircraft class-leading innovations.
“Featuring the latest in cabin technologies and the Vision Flight Deck cockpit, we are relishing the opportunity to brightly shine the spotlight on the Learjet 85 aircraft,” he said. “At Flexjet, we are focused on the totality of the experience – not just the aircraft.
“The combination of unique venues with exclusive partners round out the complete luxury experience, in line with Flexjet’s approach to private aviation overall.”
Flexjet is Bombardier's jet travel solutions provider.
Plane event
Flexjet will be the first fractional jet ownership company to offer shares on the Learjet 85 aircraft. It will showcase the aircraft during its event series that stops in Atlanta; Boston; Chicago; Dallas; Denver; Los Angeles; Monterey, CA; New York; Orlando, FL; Seattle; and Washington.
Attendees can take tours of a mock Learjet 85 cabin, which is the first FAR Part 25 certified business jet built primarily from composite materials that improve aerodynamics and requires less maintenance, per Flexjet.
Guests will also be shown the advances of the aircraft in aerodynamics, structures and efficiency that include the Pratt & Whitney PW307B turbofan engine, Vision Flight Deck cockpit with Rockwell Collins Pro Line Fusion avionics suite and an entertainment system with WiFi.
Flexjet began building anticipation when it announced the Learjet 85 in 2007, per the company. The aircraft is expected to be delivered in 2013.
Flexjet Learjet 85
The purpose of the event is to let current and potential owners interact one-on-one with Flexjet sales directors while having exclusive experiences with the event sponsors, per Mr. Pebble.
Sponsors include Rolls-Royce, chocolatier Emanuel Andren, Full Swing Golf simulators and wine organization Napa Valley Vintners.
Attendance to these private events is by invitation only, per Mr. Peddle. The brand is reaching out to its owners, prospective consumers and select consumers of its event partners.
Flexjet is likely limiting the attendance of the events to ultra-high-net-worth consumers to keep up the exclusivity of the brand and aim only at the consumers who can truly buy into its services.
Extra, extra
In addition to tours and presentations on the Learjet 85, Flexjet and parent company Bombardier have secured event partners that will offer on-site experiences for event attendees.
Rolls-Royce will let consumers view and test drive its Phantom Series II and Ghost models.
The automaker’s goal is to push the Phantom Series II, which will be available in showrooms in September.
The model represents the first significant improvements made to Phantom since 2003, per Kristina Marchitto, head of corporate communications at Rolls-Royce Motor Cars North America, Woodcliff Lake, NJ.
Rolls-Royce Phantom Series II
Meanwhile, Full Swing Golf will let guests play on a World Championship golf course from one of its simulators and chocolatier Emanuel Andren will pair its products with fine wines organized by the Napa Valley Vintners.
It is no surprise that Rolls-Royce is a partner of the Flexjet tour. The automaker primarily focuses on one-to-one consumer interactions and bespoke services while targeting ultra-affluent consumers.
For instance, it upped its presence among China’s elite through a meeting with the China Entrepreneur Club, a group comprising the most prominent and important businessmen in the market (see story).
“The Rolls-Royce brand is truly unique – from the experience of driving one of our vehicles to the level of detail and craftsmanship put into building each one,” Ms. Marchitto said.
“It is important for our potential customers to understand and experience the things that set Rolls-Royce apart from all other brands and make it the number one manufacturer of luxury goods,” she said. “Consumers will have the opportunity to experience the timeless luxury and performance of Rolls-Royce first-hand at these events.”
Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York
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