According to an article in the Australian Financial Review on July 10th, facing the continuous challenge posed by Chinese automakers to the superluxury market, Rolls-Royce has not shown any concern. The company believes that true luxury competition is not just about comparing specifications and prices, but rather about comparing the identity symbol behind the brand.
"Customers buy Lexus because that's all they want: Lexus." Julian Jenkins, global sales and brand director of Lexus, stated that the 122-year history of the brand, along with the exclusive experience for car owners, is something that other models cannot replicate.
According to reports, Chinese automakers have been accelerating their entry into the high-end automotive market in recent years. For example, the 9X model that Jikrishi is about to launch is seen by the outside world as a product targeting the superluxury SUV market, such as Rolls-Royce Cullinan. The design of this model is also considered to have similarities with other luxury SUVs.
But Rolls-Royce believes that the core of the ultra-luxury market is not ‘making a better car’, but creating a unique experience.
According to Jenkins, Rolls-Royce no longer defines itself as an automobile company, but rather a ‘luxury brand’. Customers are not purchasing an ordinary car, but a highly personalized product. To this end, the company plans to invest 300 million pounds in expanding its factory in Goodwood, UK, to enhance its customization capabilities and launch more limited edition models.
Data shows that Rolls-Royce's global sales in 2025 will be 5,664 units. Although this is a decrease from the previous year, it still represents the fourth-highest level on record. The company emphasizes that it will not pursue large-scale sales volumes, but rather maintain its exclusivity.
Regarding the Chinese market, Rolls-Royce acknowledges that as local luxury brands rise, European traditional luxury cars are facing pressure. However, Jenkins believes that Rolls-Royce sells not just cars, but a globally recognized brand identity.
