China's Crackdown on Conspicuous Consumption Hasn't Slowed Down Rolls-Royce
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If you’re a super-rich Chinese entrepreneur thinking of buying a luxury car, Rolls-Royce has a new special option for you. Even more than in other markets, China’s mega-rich rely on chauffeurs. “Hardly any customer is driving the car him or herself,” says Henrik Wilhelmsmeyer, China director for Rolls-Royce Motor Cars. “In other places, many of the customers are driving the cars themselves.”
That’s why last year the BMW-owned carmaker introduced a new service in China: chauffeur education. Chinese buyers of Rolls-Royce’s Phantom line—with a base price of 8 million yuan ($1.3 million) including tax—can now sign up their drivers for special training.