Rolls-Royce opens first-ever ‘boutique’ in upscale luxury mall in Thailand

The iconic Rolls-Royce brand will open a new ‘boutique’ in the heart of Bangkok, Thailand.

This is the first time the British luxury carmaker is reaching out directly to its customers at an upmarket luxury mall in Asia.

“We’re the world’s ultimate luxury brand, so we should appear alongside other luxury brands,” Rolls-Royce Motors Cars CEO Müller-Ötvös told the Financial Times earlier this month. “In Seoul, for example, our dealer is located alongside Louis Vuitton and Prada, not on the typical car-dealer mile.”

The new boutique, to be operational in the fourth quarter of the year, will feature additional Rolls-Royce products and complement the other Rolls-Royce Rama 3 showroom in Bangkok, a two-storey seven-car showroom with a special delivery room for customers.

The launch of the new boutique will bring the total number of Rolls-Royce showrooms in the Asia Pacific region to 27.

In January, Rolls-Royce posted record sales for 2011, noting that Asia-Pacific sales for the year were up by 47 percent year on year.

Roll-Royce joins the other luxury car brands that are upgrading the automotive retail experience by opening showrooms in retail hubs. In July, German car brand Audi launched a space in the heart of London near Piccadilly Circus. Its first digital showroom, the Audi City is designed in a way that can digitally present Audi’s entire line of cars in a compact space. German car maker BMW also unveiled in June its flagship BMW i showroom, located at London’s upscale Park Lane.

Rolls-Royce is also pulling out all the stops to attract car buyers by upgrading the features of its showrooms. The car maker recently announced that it was not just increasing space in its Tokyo showroom but upgrading its features in the Yokohama store, with plans to expand in Osaka.

© 2012 AFP