Demand-based production, lifestyle fuel Rolls-Royce sales

“Business is booming in South and Chennai is a big automotive hub from India perspective,” said Paul Harris, APAC Regional Director, Rolls-Royce Motor Cars. The “phenomenal demand” for Phantom had been consistent.

The high net-worth individuals segment is touted to show 150 pc growth by 2022, he said, adding a 24-year-old customer (up North) had bought Rolls Royce Ghost in 2010 indicating the trend of young customers warming up to the brand. On the performance front, his response was, from an automotive perspective, the last 18 months had been a period of instability, where DeMon, GST and duties had impacted the business. Rolls-Royce is yet to reach its global capacity of 4,000 units. 

On the product line up, Harris said, “Cullinan will be coming later this year. Then we have Phantom, and Ghost extendable base, Wreath and then Dawn. By the year end, there will be five model launches plus BlackBadge.” 

Vasanthi Bhupathi, MD, RollsRoyce Motor Cars Chennai & KUN Exclusive, said there is also a pattern for women playing the influencer’s role in purchase decisions. The average age of customers world-over is 39 years, whereas in India, it is in the late 20s and 30s. Customisation is done to cater to the buyer needs. The company claims to have an order book with an 9-10 month waiting period for its cars. Rolls Royce Ghost orders that would be taken up by June-July, were scheduled for delivery around Sep-Oct period. 

“Our production is demand-based,” Harris sought to point out, noting that the super luxury brand of cars catered to those whose emphasis lies on lifestyle rather than price.