Bitauto Original As we all know, Rolls-Royce has always maintained a unique existence in the era of the automobile industry. Its brand represents the top luxury positioning in the automobile industry, and in the segmented business of the high-end automobile field, it is customized for customers. It has always been the "magic weapon" of the Rolls-Royce brand.

At this Shanghai Auto Show, a number of specially built Rolls-Royce Bespoke advanced customized models will be unveiled on the same stage. These masterpieces use rare and high-quality materials and exquisite craftsmanship to interpret Rolls-Royce's extraordinary strength and aesthetic attainments.

However, with the rapid development of new energy vehicles, manufacturers are also constantly transforming. In the wave of electrification, the Rolls-Royce Shining model has been widely recognized by customers, which also marks the A solid step towards the vision of achieving full electrification in 2030.

We had the honor to conduct an interview with Mr. Leon Li, Director of Rolls-Royce Motor Cars Greater China, to explain electrification, high-end customization and understanding of user needs from an official perspective.

The following is the shorthand of the interview:

Regarding the Shining model, are there any problems with the battery life and recharge of electric vehicles?

First of all, we have always imagined that Rolls-Royce is a luxury product. The most frequently used one is the Cullinan, because many of them need to be driven by themselves. On average, they are only used for 5,100 kilometers a year. In the entire car series, the open-top The Dawn has the lowest annual usage rate, with only 3,500 kilometers a year. The average daily mileage of Rolls car owners is It is only 50-60 kilometers, so for luxury goods, it is not used as a means of transportation for commuting to and from get off work every day. It must conform to its usage scenario. That is, during actual use of this car, more than 95% of it is charged at home, so What our customers care more about is not the distance traveled, but more about delivering exclusive Rolls-Royce to their doorsteps.The charging pile installation service, including the intelligent experience during the entire charging process, is in line with the relaxed and worry-free feeling given by the brand, which is the main appeal of customers during use.

Rolls-Royce is equivalent to a customized work of art. What do you think are the most aesthetically valuable designs on The Shining?

First, one of the founders predicted it in 1900, because electric cars are very light and quiet. If you ask me which brand is most suitable for electrification, I think Rolls is the most suitable for electrification. What we add points to is that the motor and electric drive are not a replacement for the V12, but an evolution of the V12, making this car more perfect and reaching a higher level in the electric era. If we talk about artistry, inheritance is very important. The Parthenon is our core element and it must be continued in electric vehicles. In addition, the Goddess of Ecstasy has been adjusted to bend its knees and lean forward slightly to satisfy its power. Its wind resistance coefficient is only 0.25Cd, which is the lowest among all models. The designer hopes that the outline of the whole vehicle will be simpler and look like a yacht. The floating line of the body will be slightly upturned, just like the bow of a yacht on the sea, which feels slightly upturned.

From the A-pillar to the rear of the car is a large panel, with the taillights embedded in the panel. In the designer's language, it is like an island in a lake. The starlight decorative panel in the car, from the starlight roof to the starlight wood trim, engineers did calculations and found that there are more than 6,900 stars visible to the human eye. The total number of stars in the Shining car is more than 11,000. If you want to see the stars , Shining Car should be a better choice.

What achievements has Rolls-Royce made in car body color customization? Can users be satisfied with their unique ideas?

In the past, a customer specifically asked me to order a color. We helped him match a color separately. We are willing to find small-scale processing companies to cooperate, so the flexibility is relatively higher.But there must be corresponding costs, because large-scale mass production is not suitable for us. At that time, a customer asked for a certain color, and it was adjusted individually for him. In my impression, the price of that color exceeded 1.8 million, so I really had to help him make that color individually, and the details needed to be coordinated.

In addition, last year there was something very representative. A car owner pressed the footprints of his newborn child on the dashboard. There will be more demand for such customization. For example: Starlight Dome, a commemorative constellation, is very popular. If you look at the Shining's chair, it's like a men's suit. There are so many customizations these days.

How to divide Rolls-Royce models into scenes and what are their usage scenarios?

We feel that based on the usage scenarios, the Phantom model is the best car in the world in the words of the media. If you want to buy the ultimate customization, this car is your only choice. It does not need to be used every day, but you must have this car on the most important occasions. It guarantees that you can stand in the C position.

In addition, there is the Cullinan, which can be driven on a daily basis and is also the best SUV you can buy. It has very distinctive features. Guster Business can also be used, and you can also use it by yourself on a daily basis. Especially in China, especially in Shanghai, we can clearly see that when we launched the first generation Ghost, 90% were long-axis models and 10% were standard models. Now in Shanghai, basically 50% are Buy standard, 50% buy long-axle. Many people regard standard cars as an alternative to two-door cars, because you can also customize them, have more friends who can sit in the back seat, and can drive by yourself.

Most of the usage scenarios of the Shining are basically the same as those of the previous two-door Phantom, Wraith, and Dawn. When going on a date or shopping with friends in the city on weekends, the usage scenarios for each car are actually clear.

Does any Rolls-Royce customer own multiple models at the same time?

We sorted out all the customers who had not yet collected them and invited them to collect all our models. It seems that in a very short time, we sold four or five cars in a week. Sometimes it was just this sentence Words are enough, you just collect them all, but there is a lot of data behind it.

Can you reveal the classification or attributes of Rolls-Royce owners?

There is no particular difference in the age of car owners. The average age of all our fuel vehicles this year is around 40 years old, but there are differences in models. The youngest owners are Phantom and Yaoying owners, with an average age of 36. Currently, Shining also has a lot of domestic orders. , with nearly 100 orders, the average age of people buying this car is now 36, and 20% of them are female car owners. Many young women come to see this car. The color of this car attracts women's attention. In addition, any brand in China will face a problem. 70% are buying cars for the first time, and the same is true for Rolls-Royce. 75% of Shinings are first-time buyers of Rolls-Royce, and 25% are buying Rolls-Royce for the first time. It is a repurchase, which is no different from other cars, but the customers who buy Shining now are younger.

What is the current order for The Shining?

Currently in the country, we have not seen a real car, but there are almost 100 orders. What’s more interesting is that 75% are first-time Rolls buyers, and 25% are existing car owners who are adding to their purchases, which is pretty much what we expected. Currently, finance and investment rank first as the number one source of customers.

Editor: Liu Wen