For a brand like Rolls-Royce, it is important to understand the lifestyles of their customers. For the people buying the products developed by the double-R brand, luxury is a lifestyle, a state of mind, more than just a particular material thing. Therefore, in order to reach its clientele, Rolls-Royce has to go where they spend their time and since it’s winter in Europe, the slopes of St. Moritz and Courchevel is where you’ll find most patrons.
In this regard, Rolls-Royce decided to bring the new Phantom to these two exclusive locations, to show potential customers how they could roll in style. Alongside Dawn, Ghost and Wraith, Rolls-Royce will offer drive and chauffeur experiences in the Phantom, which continues to be revered by the press as “the best car in the world”. For those possessed with a darker, more restless spirit, Dawn Black Badge will make its European debut alongside Ghost Black Badge. Of course, riding in the Dawn should be done with the top down, despite the location.
“On behalf of the team I am delighted to welcome guests to our luxury venues in these prestigious winter destinations as they enjoy their winter season. At the Home of Rolls-Royce, our aim is to ensure that our existing and prospective Rolls-Royce owners have the opportunity to experience our models at a time and place convenient to them. Our presence in the Alps for this extended period offers a unique opportunity to engage with Rolls-Royce,” said Julian Jenkins, Regional Director Europe, Rolls-Royce Motor Cars.
This won’t be the first time such experiments are conducted. Last summer, the Rolls-Royce Ghost and Wraith were brought to Porto Cervo and Ibiza as well as the French Riviera. For those interested, Rolls-Royce models will be available at the Le Lana Hotel in Courchevel until February 27. In St. Moritz, Badrutt’s Palace Hotel will be the place to stay at, with the cars on display until February 28.