Rolls-Royce Gets New Competitor in ChinaNovember 8, 2019
Hongqi, a Chinese company, is committed to luring customers into a luxury leader.
Rolls-Royce may soon come under pressure in the luxury car market from a little-known Chinese brand. Domestic-oriented Chinese car maker Hongqi, who lured Rolls-Royce chief designer Giles Taylor in 2018, is planning an attack on the Celestial market, which will eventually become global.
As part of the FAW Group, one of China’s largest car manufacturers, Hongqi strives to achieve market leadership through its rich cultural and historical heritage, which includes the creation of official government limousines such as the popular L5.
Currently, Taylor has announced that he has become the world’s leading vice president of design and chief creative director in Munich. He plans to build a flagship luxury car targeted at wealthy Chinese buyers who have traditionally sought to acquire Rolls-Royce.
“We choose young customers with enormous wealth – they want to buy Chinese,” – Taylor said. But, according to Taylor, instead of cloning Rolls-Royce, any Hongqi flagship developed under his leadership will have its own personality.
“We have to find a new Chinese, innovative and digital way to create new Hongqi cars that stand alone,” – he said, so they cannot be “blamed for being a copy of Rolls-Royce.” We are not going to do this. ”
Taylor cited Chinese culture as a source of inspiration for the new brand and added with confidence that Hongqi “will become the number one brand in China.” Taylor believes that the new Hongqi limousine could challenge the British brand in content and innovation – while still having a fairly expensive price tag.
“Withdrawing the Chinese Rolls-Royce from China will always be a problem because Rolls-Royce’s 114-year-old legacy has been cultivated, processed and improved decade after decade. We need to devise a way to carefully develop our brand image and platform outside of China, and this will take time, ” – said Taylor.
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