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meets so many diverse individuals that are all fascinating in diff erent ways and in diff erent industries, that it was impossible to choose just one. He said what most impresses him is how they are “thinking” people that can discus many topics. He is always impressed on how down to earth they are and how their wealth has not made them disconnected. T is was certainly a comment that I could relate too with my years of working with the UHNW. Torsten has the opportunity to leave his
it was not surprising that he chose the Asian market, particularly China, as his second favorite destination for travel. What particularly impressed him in China is how many of his Rolls-Royce owners were in their 30s and had created their own wealth at such a young age. He also cited the amazing natural beauty of the country. Torsten is married and has a 16 year old daughter; every year the two of them take a father - daughter trip somewhere together. When I met with him, they had just return from NYC. “I love NYC. We did it all from Abercrombie to the Empire State building. My favorite part of NYC is central park; that juxtaposition of calm right next to the massive urban activity.” said Torsten. As a luxury marketing consultant I always ask the question “If you had one piece of marketing advice what would it be?” Torsten replied,” I would say 3 words: Authenticity, Heritage and Substance.” He said “you just cannot create a luxury brand over night. You cannot sell on bling factor; you cannot just be only image. You must have the quality and pedigree so that the customer is getting value for their dollar.” I asked Torsten how marketing the super
premium Rolls-Royce diff ers from the other brands that he has managed. He replied, “Marketing for Rolls-Royce is diff erent because we have one-to-one relationships with most if not all of our customers. We are in regular contact with them and regularly solicit their feedback before producing new models more making signifi cant changes to an existing model. For example, when engineering the new Phantom Series II, which will arrive in showrooms this fall, our owners made it clear to us that they were very happy with the current Phantom model and only minor changes should be made. As a result, Phantom Series II is more of an evolution than a dramatic change.” When I asked him who his favorite person
was, that he had met through his association with Rolls-Royce, Torsten replied that he
Lorre White, has been a international luxury marketing expert for two decades and is the founder of White Light Consulting an international luxury marketing consulting fi rm working with luxury brands to reach the world’s wealthiest 1%. She is the founder of a luxury blog with an exclusive UHNW following
www.LuxGuru.
Typepad.com and the only internationally recognized luxury media personality “T e Luxury Guru”. Lorre frequently contributes to luxury magazines globally, including having had her own monthly column in Portugal’s #1 rate luxury magazine. For more information just Google her name.
imprint on one of the most elite luxury brands in history. When I asked him what he would like his legacy to be, he responded, “Since the Rolls- Royce brand was reintroduced by the BMW Group in 2003, sales have risen from 300 to more than 3,500, which set a record for us last year. Even in these recent times of economic tumult, Rolls-Royce sales have grown globally, which to me indicates recognition in the quality of our brand. While Rolls-Royce has been a globally recognized and revered brand more than a century, it is my hope that I will have contributed to that growth and success.” One interesting fact is how Roll-Royce’s customer base is changing. Rolls-Royce went from almost no female owners to now about 10% in just a couple of years. US, China and surprisingly the Middle East, are where most of this growth is occurring. As more women gain their own personal wealth, Rolls Royce has been able to appeal to the female audience globally. T is is a growing arena that they have just started to tap into. In closing I wanted to get a glimpse of the less guarded side, so I asked what the most fun thing about his job was. “As CEO of Rolls- Royce Motor Cars globally I am aff orded many opportunities to travel and interact with customers around the world. Driving down the Cote D’Azure in the Phantom II with the top down, that is when I know why I do what I do” Torsten replied with a big smile.
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