2023 is a very historic year for Rolls-Royce. First up, this year is the Home of Rolls-Royce in Goodwood, celebrating its 20th anniversary. Secondly, Rolls-Royce launched the brand's first pure electric model and the world's first ultra-luxury pure electric super coupe - the Shining, which is defined as an epoch-making product. In addition, Rolls-Royce continues to strive to provide customers with a comprehensive, emotional and multi-dimensional customer experience. The exclusive customization center in Shanghai began to serve customers in Greater China in August.
At the 2023 Guangzhou International Auto Show, Mr. Anthony Zhao, Director of Rolls-Royce Motor Cars Greater China, also visited the scene and accepted interviews with the media.
As Rolls-Royce Motor Cars’ first-ever pure electric car, the Rolls-Royce Shining proves that pure electric technology is mature enough and can be successfully applied in products that represent the pinnacle of excellence, luxury and performance. . The "distributed intelligence" system it carries allows the information required for thousands of vehicle functions to be transmitted more directly and freely, further enhancing Rolls-Royce's "magic carpet-like driving experience" and setting the stage for a new electric car. The era injects the design language of the Rolls-Royce brand and the extraordinary creativity of Bespoke advanced customization.
Talking about Rolls-Royce’s electrification progress, Mr. Anthony Zhao, Director of Rolls-Royce Motor Cars Greater China, said that the Shining already represents the contemporary technology and vision of the Rolls-Royce brand. The transition has opened a new chapter in "Rolls-Royce 3.0" and a new pure electric era. Rolls-Royce aims to have all its product lineups be pure electric models by the end of 2030, and will no longer produce new models using internal combustion engines.
The launch of the Shining represents Rolls-Royce’s commitment to an uncompromising electrified future, thus choosing a purely electric powertrain rather than a hybrid solution. Since the launch of the Shining, Rolls-Royce will increase the proportion of all electric models year by year.
When talking about the topic of the EU's "realizing zero carbon emissions from cars by 2035", Mr. Anthony Zhao, Director of Rolls-Royce Motor Cars Greater China, said that Rolls-Royce has its own layout for electrification. There will be no impact from the EU, for example. It is possible that by 2024, Rolls-Royce's electric vehicles will account for about 20%, and then increase the proportion year by year, and finally strive to achieve this goal in 2030.
The Shining is the world's first electric car launched by a super luxury brand, and it is also the first electric car from Rolls-Royce. Mr. Anthony Zhao, Director of Rolls-Royce Motor Cars Greater China, expressed his thoughts. Relevant data shows that about 70% of the Chinese customers of Rolls-Royce Shining are placing orders for Rolls-Royce for the first time. Les. Because first of all this is a Rolls-Royce, and secondly it is an electric car.Ling also implements the brand spirit of Rolls-Royce. We must meet the needs of customers in all product points in every possible way.
Of course, the Shining represents a step for Rolls-Royce to adapt to the times, even in the face of electrification and intelligence, which are the development waves of the entire automotive industry. The Rolls-Royce brand is not only a car brand, but also a luxury brand. Whether in the current era of fuel vehicles or in the future era of electrification, Rolls-Royce's products are first and foremost a Rolls-Royce, and behind this is the key element of enduring and prosperous growth - Bespoke premium custom made.
In August this year, Rolls-Royce established an exclusive customization center in Shanghai. As the second exclusive customization center in the world outside Goodwood, it provides Bespoke advanced customization experience to customers in China and the Asia-Pacific region.
Mr. Anthony Zhao, Director of Rolls-Royce Motor Cars Greater China, said, “Bespoke Is "Rolls-Royce". In the past many years, Chinese customers have brought a lot of new inspiration and enlightenment to Goodwood. The Chinese market is also very important, and Goodwood's advanced customization department is often visited by Chinese customers. Infected by customers' unique needs and ideas, the exclusive customization center in Shanghai has further shortened the distance between us and customers. Rolls-Royce pursues the realization of customers' different customization needs and satisfies customers' myriad choices.
Regarding the opening of the exclusive customization center in Shanghai, Mr. Anthony Zhao also added that Rolls-Royce will provide customers with color, material and other customized needs for the interior and exterior of the car, but some are located in Goodwood. Yes, we cannot present it to Chinese consumers in a timely manner, but the exclusive customization center in Shanghai solves this problem very well. Customers can communicate with resident Chinese designers in person and try more new materials and new materials with Chinese cultural heritage. Creativity.