braking news

Customers inspiring rolls-royCe

the new rolls-royce Phantom series ii was unveiled at rolls-royce motor cars doha last month. the new release is concePtually the same, but it introduces fresh cutting-edge technologies and enhancements to keeP Pace with modern reQuirements.

By R o R y C o e n

11 4 Qatar today

september 2012

braking news

Geoff Briscoe
Regional DiRectoR, MiDDle east, afRica anD latin aMeRica at Rolls-Royce MotoR caRs the new fRont enD with RestyleD buMpeRs anD RectangulaR light apeRtuRes.

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Phantoms new front end with restyled bumpers and rectangular light apertures also includes full LED headlamps as standard. It features new driver assistance technologies and a modern user interface with a redesigned multimedia controller, an 8.8-inch control centre display and a front-, rear- and top-view camera system that further augment ease of manoeuvring. The word waftability has long been part of the Rolls-Royce lexicon, with models past and present being renowned for their magnificent ride experience. The Phantom Series II reinforces the companys reputation for both. The new 8-speed automatic gearbox and rear differential enhance the already exemplary driving dynamics, perfectly complementing the V12 direct injection engine. Fuel consumption improves

by 10% on the combined cycle, and CO2 emissions fall from 388 to 347 g/km as a consequence. Geoff Briscoe, Regional Director, Middle East, Africa and Latin America at RollsRoyce Motor Cars, said: A release of a new car is a huge event for us. The nature of our business means its a commodity that needs to stay in a rarefied atmosphere. These events really give us a chance to meet and greet our discerning customers. The changes that we made are from listening to our customers. Being a luxury brand, we dont have a huge number of customers, so our dealers can practically meet them on a one-to-one basis. We feel theres usually a unified opinion regarding changes they would like to see. They know more about the cars than we do because theyre more intimately involved. They touch, feel and drive the car every day. Bespoke Rolls-Royce has become the leader in individualising a car to meet the specific needs

of its customers. Its bespoke programme is proving to have very popular appeal in the Middle East where about 95% of the vehicles are bespoke models in effect made-toorder by each customer, from the exterior paint and interior leather colours to headrest embroideries and threadplates, and marquetry inlays in the veneer. Its whatever the customer wants. Its 100% demand-driven, explained Briscoe. More so in the Middle East than anywhere else. Our customers here want to have a highly individualised car. They dont just want a Rolls-Royce because it is a luxury brand, but they want a unique RollsRoyce which in some way relates to their personality. Some of the combinations and content in the cars is amazing. We dont build them and then sell them. Customers order them and then we build them. Rolls-Royce sells more cars in this region than anywhere else in the world, approximately 25% of its sales come from the Middle East and it also expects to see its sales figures rise by a quarter in 2012

september 2012

Qatar today 11 5