One of Rolls-Royce’s stories is that three-quarters of the cars the company has ever produced are still on the road.
The key to success in the luxury market, explains Mr Müller-Ötvös, is that customers want to be able to tell their friends, family and business associates some good stories about what they have bought. For a brand as steeped in history as Rolls-Royce, that is no problem. One of its stories is that three-quarters of the cars the company has ever produced are still on the road: “It is a smart investment,” he says. McLaren, a successful British maker of sports cars, is drawing on its heritage as a Formula 1 racing team. Tesla’s Model S glories in being an advanced car made by a Silicon Valley start-up created by a tech billionaire.
Rolls-Royce, which sold a record 3,575 of its ultra-luxury cars last year, is on a roll too. At the Geneva motor show it unveiled the new Wraith, a coupé for playboys with at least €245,000 ($320,000) to spare who want to leave the chauffeur at home and do the driving themselves.