Rolls Royce Ghost on display in India

Rolls-Royce Ghost would be displayed for the first time in India on Friday, November 20. Ghost is priced at 2.5 crore, a high end model Phantom costing Rs 4.4 crore was launched in the international market.

FAMED CARMAKER Rolls-Royce Motors recently launched Ghost, which would be displayed for the first time in India on Friday, November 20. The 2.5 crore car, which has been compared by the company to a sports jacket, would be put on display in the capital at the Grand Hotel, Vasant Kunj. Its launch was first announced three years ago, in the 2006 Paris Motor Show. The car was merely hinted to the media as RR4, which increased anticipation. Last year, the company released sketches of the car, which showed that it had some changes from the conventional Rolls Royce cars. Chief Designer Ian Cameron had remarked, “The RR4 is more informal... with a greater emphasis on driving. In design terms, this is expressed through its slightly smaller dimensions, yet with powerful, purposeful proportions.” The Ghost, subsequently, has a centre opening door configuration, with hand crafted interiors and grill. “We wanted something less formal and pretentious and more everyday,” says Colin Kelly, Director Rolls-Royce Motor Cars Asia Pacific. At the time when the company began thinking about the Ghost, no one knew that the economic meltdown was just around the corner. Even after the global recession took hold, Rolls Royce remained enthusiastic and hoped that the car would remain successful. The fact that the company's sales were still high, only ensured them that they would remain strong in the face of the economic crisis. However, the economic downturn eventually caught up with them, with sales dropping by as much as 34 per cent. It was still hopeful for a good launch. ”We first launched at the Frankfurt Motor Show in September this year. We saw the mood of the people was upbeat,” says Kelly. As compared to the Phantom, a high end model costing Rs 4.4 crores, that was launched simultaneously with the Ghost, the company expects that the sales of the latter would buoy those of the Phantom. “For every two Ghosts that we sell, we’ll sell one Phantom,” admits Kelly. In India, the company has focused on the chauffeur driven segment of the population and hopes to sell 50 cars here. The company historically has had a big market in the nation, as its cars were the preferred mode of transportation for the royal families in the pre Independence time. However, post independence, this market has lessened considerably. Last year, the British car maker sold only about 14 cars here. Apart from this, the fact that the company does not believe in routine marketing and advertising activities, may further hamper its chances as compared to other luxury car brands who have made a niche for themselves in the country. Kelly said, “We are a small company. We don’t have money for advertising; so we rely on the media to tell our compelling story,” says Kelly. To do its bit, Rolls Royce participates in all car shows. Its main promotion, however, is maintaining good relations with high end dealers, who in turn, direct wealthy customers to their showrooms.