ROLLS Royce is making inroads into the Gold Coast market 18 months after establishing its third Australian dealership on the Glitter Strip.
Paul Harris, the Asia Pacific regional director for the luxury marque, says sales across Australia are up 180 per cent compared to a year ago – and the Gold Coast has been an integral part of that growth.
“Eighty per cent of our sales on the Gold Coast are to clients who are new to Rolls Royce,” says the Singapore-based Harris, who was on the Coast this week to launch the new Ghost Series II.
The launch also drew Rolls-Royce CEO Torsten Muller-Otvos who was in Australia for a week-long tour.
“Australia is a very important market for us with which we share a rich century-long history,” says Muller-Otvos.
“Since returning to the market in 2003 as Rolls-Royce Motor Cars we have enjoyed steady growth, and we see strong potential in the Queensland market.”
Rolls Royce teamed up with Sunshine Automotive to establish its third Australian dealership last year.
A fourth is under construction in Perth, adding to Rolls Royce’s Melbourne and Sydney dealerships.
It comes as Rolls Royce sales continue to surge, with the company targeting 4000 sales globally by the end of this calendar year.
Harris says growth in Australia has been aided by an expanded dealership network, with the Gold Coast a natural fit for the brand.
“We find the Gold Coast really is the home of many entrepreneurs,” he says.
If not home then it’s the second home or playground for entrepreneurs.
“It’s an ideal location for us and for those who seriously enjoy grand touring.”
“The market is very strong, very positive and we’re very confident.
“Australia is the jewel in the crown globally for Rolls Royce. Sales are up 180 per cent on last year, driven by our new (showroom) locations. They’ve helped us expand our reach.”
Harris says perceptions of Rolls Royce have changed over the years, driven by new models such as the Ghost Series II which retails for around $545,000.
He says the perception is that the Rolls Royce is a million-dollar vehicle, although he concedes there are models in that price bracket.
He also says it is increasingly becoming a driver’s car, rather than one for the chauffer to manage.
“Once people drive the car, they really enjoy it engage with it,” he says. “There have been significant improvements to the interior to the Ghost Series II and they have been done with the driver in mind.”
Sunshine Automotive CEO Paul Warren says securing Rolls Royce is a milestone in the company’s Queensland operations.
“Our appointment is testament to our extensive experience and capabilities in the super luxury automobile market,” he says.
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