Rolls-Royce 200EX: The New York Debut : Automobiles De Luxe | The Great Marques

27 Mar 2015 | Author: | Comments Off on Rolls-Royce 200EX: The New York Debut : Automobiles De Luxe | The Great Marques

Rolls-Royce 200EX

: The New York Debut

By Gunnar Heinrich | IMG Automobiles De Luxe

IT was deja vu all over again, as they say.

Yours and Richard Wolf (the M5 owner featured in our BMW Enthusiast Segment) went to Frank Gehry#8217;s IAC center for the eleven o#8217;clock showing of the 200EX a.k.a. #8220;Baby Rolls#8221; that had made its way to New York after its Swiss premiere. Admittedly, yours  flashed on the Saab fashion show GM put on for the BioHybrid concepts last March. Ah, memories#8230;

The Rolls event was a subdued, reserved, but glossy affair. The Gehry venue was given all the calm of a British Airways first class departure lounge with polite staff offering you guidance and food at every turn. An expertly managed affair, all told.

Before an assembly of the carefully coiffed automotive paparazzi and Jean Jennings, Rolls-Royce CEO Tom Purves noted in neutral language on how 2008 was actually a bully year for Rolls-Royce and that even better times lay ahead with the onset of the 200EX.

Except Rolls#8217; top executive didn#8217;t say #8220;bully#8221; and his language was not Queen#8217;s patrician per se, but rather a studied delivery that broadcasted a neutral demeanor in representing a very new #8220;brand#8221; for a very new and diverse, but nonetheless demanding clientele.

We learned that 80% of Rolls-Royce customers are, in fact, new to the marque #8211; a polite way of also saying #8220;new money#8221; and that 40% of Rolls business comes from the U.S. of A.

Adding some grist to the mill, Mr. Purves pointed that the #8220;brand#8221; is still commercially viable by virtue of its ceremonial importance; more brides insist on having Rolls-Royces for their weddings than any other car, he said.

Rolls-Royce Chief Designer Ian Cameron took over proceedings and explained that whereas the Phantom could be thought of as the #8220;tuxedo#8221;, the 200EX could be thought of as the business suit. #8220;But there are suits and then there are suits,#8221; Mr. Cameron qualified.

Quite.

Then with a some demonstrative flash, a video appeared on a wall and we were treated with some 200EX visuals followed by the swift unveiling of the actual car.

This is when the auto paparazzi and Jean Jennings collectively leapt from their chairs and surrounded the new Roller as if to be the first to squeeze in an interview with Anthony Hopkins.

Like a switch, the collective mood between journalists and Rolls staff went from reserved to near exuberant. And as execs explained that morning, Rolls-Royce is about the celebration of success and the 200EX is, in a big way, the company#8217;s own self-congratulatory note for 10 years of hard labor in bringing fresh meaning and commercial vitality to a very old name.

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