April 25, 2014
Rolls-Royce in Singapore
British automaker Rolls-Royce is embarking on a multi-country tour through Asia to woo affluent consumers and present the people behind-the-scenes.
The tour stops in Singapore, Tokyo, Hong Kong and Seoul and will involve a series of invite-only sessions. Since the automaker is coming off of a slew of auto shows, the toned-down atmosphere of the current tour provides a welcome alternative for more discerning consumers.
"Asia is a very hot and growing market," said Lauren Fix, automotive expert and author of “Lauren Fix’s Guide to Loving Your Car,” Lancaster, NY. "If you look at most of the high-end luxury manufacturers you will see their sales are growing dramatically in this region of the world.
"Showcasing the new options and bespoke uniqueness will draw some new eyes to the Rolls Royce Brand," she said.
Ms. Fix is not affiliated with Rolls-Royce, but agreed to comment as an industry expert.
Rolls-Royce was unable to respond by press deadline.
Meet the family
The roving showroom places an emphasis on getting to know the people behind the creation process of a bespoke Rolls-Royce. In doing so, the brand seems to be trying to create a more familiar connection with consumers in these markets, which have shown promising growth in the past few years.
Visitors viewing color panels
Displays of the various bespoke options will be available for viewing. Craftsmen and women will be on hand to explain the range of bespoke and how the team goes about producing a car.
Rolls-Royce craftsmen
Of course, quintessential vehicles such as the Ghost V-Specification, Wraith and Phantom Series II will be on display. Lifestyle accessories such as leather bags, wallets, cufflinks, pens, mouse pads and scale models of Rolls-Royce motor cars are also available.
Rolls-Royce Wraith
Rolls-Royce has enlisted the artists Fernando Botero and Xie Ai Ge to showcase pieces to draw a parallel between the world of art and the artistry involved in bespoke vehicles.
Visitors can request private sessions to discuss a prospective purchase.
Proceeds of a charity auction will go to the Singapore Repertory Theatre, which aims to unlock creativity in children.
Showing off
Although luxury automakers receive immense traffic at auto shows, there are certain tactics that can meaningfully increase engagement.
The proximity of so many competitors can diminish the impact of a single brand. Consequently, automakers should incorporate unexpected activities or technologies into their display areas to generate new conversations (see story).
Luxury automakers are keeping the momentum going from previous auto shows with mid-level announcements and plenty of brand interaction.
Land Rover unveiled the details of its Discovery Sport concept, Bentley solidified plans to return to North American racing and Audi announced the return of the A3 TDI Sportback to the United States. As the official debut of the New York Auto Show commences, brands will work to buoy interest with a series of social media initiatives (see story).
Now that these events have wound down, brands will be looking to increase exposure at a slower pace.
"For high-end luxury brands such as Rolls-Royce, utilizing the brand-name in Asian countries is a creative way for them to reach this growing market who is spending big dollars," Ms. Fix said.
Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York
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