Bespoke cars for exclusive customers
Rolls-Royce has been, for over 100 years, the pinnacle of super luxury. The brand has always been about exclusivity and not volume. In 2016, the RollsRoyce manufacturing facility in southern England delivered just over 4,011 cars to customers globally. Only a small number were allocated to Cambodia, so the owners are part of a small, exclusive group
It is said that “Rolls-Royce is bespoke and bespoke is RollsRoyce”. The only limit is the customer’s imagination. At this level, there is no such thing as a “standard Rolls-Royce”. Customers can specify from 44,000 colours and work with the Rolls-Royce dealer on personalisation details – be it a family crest, personal signature, gemstones or special materials and colour combinations.
Rolls-Royce had been delivering cars to Cambodia for many years prior to the dealership opening. There was a mutual decision by the dealer partners, HGB Group and Rolls-Royce, to establish a point of sale and aftersales service facility in the market to better serve current and prospective customers.
The dealership appointment came at a time when the economy had experienced a rejuve- nation with new government policies and interest by several luxury brands to establish a presence in Cambodia.
From a marketing perspective, our customers choose us as the ultimate expression of super luxury and individuality. They are small group of highly successful individuals that help drive the economy and provide goods, services and employment, so are supporting a growing niche market for super-luxury goods.
Rolls-Royce is a known brand the world over. The government has done an outstanding job in raising infrastructure standards to levels seen in more mature and developed Western countries.
Our customers are knowledgeable and well-travelled. The issue is more that RollsRoyce is the yardstick of be- ing the very best, and so with that also comes a unique challenge of finding the right mix of marketing initiatives and events that create truly curated and bespoke experiences for our customers.
The full Rolls-Royce range is available to order: New Phantom, Ghost, Wraith, Dawn. We expect first deliveries of New Phantom to occur in 2018 with Cullinan, the new high-sided Rolls-Royce in 2019. We also have a range of Rolls-Royce Provenance pre-owned cars, and accessories for all models are available for order.
We have a regional warranty programme and provide a fouryear warranty on every RollsRoyce sold. Our workshop has a full suite of computer diagnostic equipment and access to genuine Rolls-Royce spare parts and support from the Asia Pacific Regional office.
We are developing a programme to recruit more technicians. In the unlikely event of an extreme situation, Rolls-Royce has a system of “flying doctors” who can fly to Cambodia from Singapore or, if necessary, from the UK, to resolve an extreme customer car issue. This interview has been edited for length and clarity.