MANAGING A SUPER LUXURY BRAND

MAREK LETOWT: GM OF ROLLS-ROYCE SANDTON

A GREAT GENERAL MANAGER THINKS ABOUT THEIR BUSINESS THE RIGHT WAY AND SETS THE BRAND AND TEAM’S TRUE NORTH, AND THIS IS JUST WHAT MAREK LETOWT, GENERAL MANAGER FOR ROLLS-ROYCE MOTOR CARS SOUTH AFRICA, BRINGS TO THE LOCAL ROLLS-ROYCE BUSINESS.

In order to market super luxury cars, brands have come to rely on professionals who can meet the expectations for the vision of their brand while promoting it effectively to a targeted customer base. Letowt lives the Rolls-Royce brand and knows all there is to know about these bespoke motor cars, having fallen in love with Rolls-Royce from a very young age.

At 19, Letowt started his career in the automotive industry in 1999 as a management trainee at BMW SA. He was responsible for relaunching Rolls-Royce in South Africa in 2004, under the ownership of BMW, and has enjoyed managing the brand for just over a decade.

His relationship with cars started when he was just four years old when he asked his mother what the best car in the world was. Her reply: “Rolls-Royce”, which set him out on a path which culminated in Rolls Royce ownership when he, at the age of 21, bought his first Rolls-Royce at an auction – a 1984 Silver Spirit.

Being a General Manager of the quintessential car brand in the world requires precise consideration and understanding of not only the product but also the history and journey of the company. Letowt makes it clear that he not only leads the brand locally but also lives it in his personal life. “Once you completely immerse yourself in what it is you are doing, tangible elements of leading its growth become second nature. My passion has always been to portray Rolls-Royce for what it is: an authentic luxury that separates itself to retain its cachet and mystique,” he says.

Rolls-Royce, being a global company and a name that is known to most, has many strict limitations in place to ensure the brand’s reputation is upheld, but most importantly, delivers on its promise of being bespoke and one of a kind among its competitors. “We create bespoke vehicles for our clients, nothing is ordinary, art and design is our passion, and we constantly aim to provide an experience that is truly exceptional,” adds Letowt.

His business principles, which have helped him succeed, are based on an instinctive belief in what you are selling – even more so in the super luxury market, which is extremely niche. Luxury brands should advocate beliefs and values to customers rather than simply rely on their legacy. Unlike commercial companies, super luxury brands strive to please those customers whose beliefs align with their own.

Letowt firmly adheres to the principle that the product should be more than a mere logo. Building and marketing a successful product requires, firstly, a definition around a symbol such as the Spirit of Ecstasy, a symbol that portrays a story. These symbols and tales define a brand, making it intriguing and fascinating while adding to the appeal.

He also believes that understanding the “super luxury” concept is vital – since a super luxury brand is all about excellent craftsmanship, exclusivity, integrity, and time taken to produce the final creation.

The core task of any General Manager of a super luxury brand, Letowt believes, is to reach the client by understanding the target market. This, of course, requires a clear understanding of the target market since a super luxury brand’s customer