CAR magazine reports on the news of Torsten Müller-Ötvös' departure as CEO of Rolls-Royce Motor Cars
► Huge growth on his watch, and new focus on bespokeThe man who has led Rolls-Royce during a period of massive success is about to retire. Torsten Müller-Ötvös’ exit from the BMW luxury division’s Goodwood HQ ends a glittering career spanning more than 30 years within the group, during which time he also reinvented the Mini brand.
‘When you see how the demographics of our clients have changed, from when I joined 56 average age down to 43 now, 99 per cent male, now we are 15 per cent female – obviously more to come – but even more important the level of celebrities that are now part of the brand is nearly 30 per cent. This is quite something. It indicates that we hit the right tone in positioning the brand.’
He added: ‘We have now formulated the strategy for the next 10 years, product strategy, some brand strategy, business strategy, so we know where we need to go. For that reason I think we can hand it over to a new pair of hands.’ ‘I talked to a lot of private banks worldwide to better understand the demographics, the behaviours of ultra high net worth individuals, and they clearly indicated that to be wealthy would change massively over the course of the next years. To become wealthy in your life you don’t need any longer to invest in real estate or machinery, when you are bright enough you can even do it on your phone. We needed to create product that was befitting for younger people.
‘I’m also very proud that we brought Coachbuilt back to the brand. Something that was seen as technically not feasible when I joined – “Ah forget it, Torsten, it will never work.” ‘This means attention to all details. How do we create events? What kind of service levels are we offereing? How do we look after them? Obviously we need to be pitch perfect when we deliver the product. We need to deliver excellent product. But it is buying an experience, and being part of a community.
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