2.17 劳斯莱斯汽车：推高价格.docxVIP

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2.17 劳斯莱斯汽车：推高价格.docx

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【2.17】

2.17每日一篇|熊猫外刊精读

Rolls-Roycecars：Drivinguptheprice

Pushingthe?pedal?oncustomisation

【1】AVISITTORolls-Royce’sfactoryinGoodwood?reminds?youthatRollsisa?carmaker?likenoother.SetamidthelovelyWestSussexcountryside,it?resembles?afancyhotel,amid?wildflower?meadows,?reed-fringed?ponds?and?lime?trees,withfoliage?trimmed?intoperfect?cubes.The?reaction?ofthemakeroftheworld’s?swankiest?carstoa?dip?insalesisalso?untypical.Thefirm?revealed?onJanuary?8ththatin?2024?itsold?5,712?cars,?320?thanin?2023.ButisChrisBrownridge,thebosssincelate?2023,concerned?“Absolutelynot!”hedeclares,?noting?that“wedon’tseeourselvesasacarcompany.”

【2】SuccessforRolls,whichinstead?regards?itselfasa?luxury-goodsfirm,is?measured?on“bespoke?content”,saysMrBrownridge.Thesearethepersonaltouchesthatcustomerscanrequesttobeaddedtotheir?vehicles,fromacoachlinealongthe?bodywork?tohand-painted?silk?panels.Lastyearthefirmincreasedthevalueofsuchhighlyprofitablefeaturesbyanaverageof?10%percar,themostyet.That?pushed?theaveragepricepaidforaRollertoaround￡500,000?($615,000).PandaForeignMagazineIntensiveReading:RespectforOriginality,PiracyMustBePunished

【3】Therestofthecarindustryis?catching?upwithRolls.Even?proletarian?brandsnowdifferentiatethemselvesthroughthein-car“experience”,frommoodlightingto?elaborate?infotainment?systems,ratherthanthe?horsepower?ofaninternal?combustion?engine,whichisincreasingly?disappearing?infavourofanelectricmotor.WhereRollsusedto?disdain?performancefiguresas?unspeakably?vulgar?(itwouldmerelydescribeitscars’?capabilities?as“adequate”),itnow?emphasises?craftsmanship?whileothers?boast?about?digitalisation.:

【4】TothatendRollshasalonglistofoptionsavailablethroughitsdealers:withinthe?rear?armrests,theymayofferyouamini-fridgeandapairof?champagne?flutes;alessercompanywillt