Rolls-Royce’s Aussie expansion pays off

TWO weeks out from the opening of its first Queensland dealership, Rolls-Royce's Asia Pacific boss says the marque's record local sales are due an increased dealer presence.

On November 27 the Gold Coast site will officially open for business marking a milestone in the expansion of the luxury British car-maker’s Australian dealer network, which currently includes facilities in Perth, Sydney and Melbourne.

Speaking with GoAuto the preview of the Ghost Series II in Sydney this week, Rolls-Royce Asia Pacific regional director Paul Harris said the strategy to increase the brand’s presence in Australia has led to the boost in sales.

“If you look at Rolls-Royce’s sales as it stands at the moment you’ll see significant growth, and on face value if you run down that list it’s quite impressive – but it’s really come from us being present,” he said.

“We always knew that our client base was much more open to us if we could provide a true Rolls-Royce service on a more local basis and that’s been proven now. So we’re very convinced that our strategy was right for the Australia and we have enough spread now to cover the majority of the market.”

Plans for the Gold Coast dealership were announced in October last year by Rolls-Royce Queensland CEO Steve Kelly. Located in the Southport area, the site is owned by Sunshine Automotive and will also service Brisbane and regional areas.

It follows the official opening in May this year of the Perth dealership operated by the sports and luxury specialist Barbagallo.

The two new facilities have joined the existing network made up of Trivett centres in Sydney and Melbourne.

Mr Harris said while the company does not have a presence in every Australian city, Rolls-Royce will come to those located elsewhere.

“So if you’re a prospect in Darwin we can still engage with you via Perth but it takes a little but longer – we have a ‘flying doctor’ solution,” he said, explaining that a car could be flown to a potential buyer to test drive if need be.

Mr Harris said the dealer network now in place will better serve buyers and give the Bespoke service and experience Rolls-Royce has sought to offer locally for many years.

“For us Australia never really fulfilled its potential because we weren’t represented in all the right places and now we are and it makes a big difference.”

Rolls-Royce has sold 34 cars in Australia so far this year – a 183.3 per cent increase on the result from the same period in 2013. Official VFACTS sales figures do not break down each Rolls-Royce model.