从劳斯莱斯到特斯拉，豪华汽车品牌的转变

Tesla, born in the 21st century is one of the most desirable cars for young people, who are fascinated by its EV and self-driving system. But is Tesla a luxury brand? This article will decode you today about the characteristics of Rolls-Royce, the world-famous luxury car brand, and the new-born Tesla. But first, what defines a luxury car brand?

诞生于21世纪的特斯拉是年轻人最向往的汽车之一，它的电动车和自动驾驶系统让人着迷。但是特斯拉是豪华品牌吗？这篇文章将为大家解读豪车品牌中的典范劳斯莱斯，以及行业新贵特斯拉的特征。但最重要的是，什么因素定义了一个豪华汽车品牌？

About Author

作者介绍

Denis Morisset丹尼斯·莫利塞特

Luxury Marketing Professor,

ESSEC Business School
法国巴黎ESSEC高等商学院，

奢侈品品牌管理教授

Occupied MD/CEO positions at Giorgio Armani, Pierre Balmain, Ralph Lauren and other luxury brands.
曾担任Giorgio Armani，Pierre Balmain，Ralph Lauren等奢侈品牌的MD/CEO

Cars appeared in the 19th century and replaced horses and carriages. Before cars, elites used pure-breed powerful horses to travel fast, and when they wanted to travel with comfort, they used opulent carriage drawn by one or several horses. This part of the history is important to decode what have been the luxury car dream factors initially.

汽车出现在19世纪，取代了马匹和马车。在汽车出现之前，精英阶层使用纯种的烈马快速出行，当他们想要舒适出行时，就会使用由一匹或几匹马牵引的豪华马车。这段历史对于解读和理解最初的豪车梦因素有哪些很重要。

Some luxury car brands create dream around speed and performance; they are the reincarnation of pure-breed powerful horses: Ferrari, Porsche or Lamborghini for instance, and this is why they used horses or other powerful animals in their logos. The others are driven by opulent and extreme comfort. They are the reincarnation of the opulent carriages: Rolls-Royce and Bentley belong to that category.

一部分豪华车品牌围绕速度和性能创造梦想，他们是纯种强壮马匹的再现 ：比如法拉利或保时捷、兰博基尼，这就是为什么他们在标识中使用马或其他强壮动物的原因。另一部分以富丽堂皇和极度舒适为驱动力，他们是豪华马车的转世。劳斯莱斯和宾利就属于这一类。

Premium luxury car brands did the same: BMW is more aligned with the speed element of Ferrari with their sheer pleasure of driving, Benz is more aligned with the opulence & comfort of Bentley.

高级车品牌也是如此：宝马更偏向于法拉利的速度元素与纯粹的驾驶乐趣，奔驰更符合宾利的奢华与舒适。

So, what about Tesla then? Tesla, born in the 21st century is culturally innovative, speed and performance are less relevant, so they are trying to create a new category of luxury car brand and one of their dream factors could be the pleasure of not driving. In this way they could represent a new type of luxury car brand.

那么，特斯拉呢？特斯拉是21世纪的创新产物，这个时代已不再把速度和性能看作是最重要的卖点，所以特斯拉试图创造一个新的豪华车品牌类别，它的梦想因素之一可能是【不开车的乐趣】。从这种角度，特斯拉可以代表一个新的豪华车品牌的类型。

Characteristics for luxury car brands

奢侈汽车品牌的要素

01

Luxury brands have strong cultural foundations

奢侈品牌需要具有雄厚的文化基础

Rolls Royce Double R logo reminds us that it was founded in 1904 by an engineer, Charles Rolls and an aristocrat, Sir Henry Royce Charles Rolls. Both had a passion for exceptional cars. In 1906， they launched the six-cylinder Silver Ghost hailed as ‘the best car in the world.

劳斯莱斯双R标志提醒我们，它是由工程师查尔斯-劳斯和贵族亨利-罗斯-查尔斯-劳斯爵士于1904年创立的。两人都对卓越汽车充满了热情。1906年，他们推出了被誉为 "世界上最好的汽车 "的六缸银魅汽车。

In 1913/4 Rolls Royce Silver Ghost embarked on the Austrian alpine trails and performed without failure; It cemented the reputation of Rolls Royce for mechanical excellence and outstanding reliability. In the 1930s, Rolls-Royce broke world records and automation saw the arrival of Phantom III – the first ever Rolls-Royce to be built with a V12 engine.

在1913/4年，劳斯莱斯银魅踏上了奥地利的高山小径，表现出色，没有出现任何故障；它巩固了劳斯莱斯在机械上的卓越性能和出色的可靠性的声誉。在20世纪30年代，劳斯莱斯打破了世界纪录，自动化见证了Phantom III的到来--这是劳斯莱斯有史以来第一辆采用V12发动机的车型。

02

A Luxury brand also create exceptional luxury products.

奢侈品牌也需要创造卓越的产品

Rolls Royce cars are still hand made in Goodwood, England and most cars are bespoke. Harry Royce moto was: “Strive in perfection in everything, take the best that exists and make it better, if it does not exist, create it. Accept nothing nearly right or good enough”. Rolls-Royce focused on pure luxury especially after the introduction of the iconic Silver Ghost with its own personal license plate and aluminum trims. It offers the highest quality of materials engineering & crash-testing.

劳斯莱斯汽车仍在英国古德伍德手工制造，大部分汽车都是定制的。哈利-罗伊斯的格言是： "凡事都要追求完美，把已有的做到最好，把未达成的付诸行动。不接受任何近乎正确或足够好的东西"。劳斯莱斯专注于纯粹的奢华，尤其是在推出标志性的银魅之后，该车型拥有自己的个人车牌和铝制饰板。它提供最高质量的材料工程与碰撞测试。

Personalization has no limit, they offer a 44,000+ Color Palette can replicate any color and the color will be named after the client. A single painter puts by hand 7+ layers of paint, often 23 layers equating to 45kg of paints. A client, one day, wanted a bit more sparkle in the finish, so he gave us a bag of diamonds. Rolls Royce crushed them and infused into the paint.

个性化没有限制，他们提供了一个44,000+的调色板，可以复制任何颜色，颜色将以客户的名字命名。一个油漆工要亲手放7层以上的油漆，往往达到23油漆层，相当于45公斤的油漆。有一天，一个客户希望漆面多一点闪光，就给了品牌方一袋钻石。劳斯莱斯将它们碾碎后注入了油漆中。

Another dream factor of the Rolls Royce is the silence and total absence of vibrations. In the Phantom, Rolls Royce built an isolation chamber with 300 pounds of noise insulation built-in, making it the most silent car in the world. Also, the unique smell of Rolls Royce is added to the underside of the car’s seats to recreate the smell of classis Rolls Royce cars. In our crowded noisy world, silence is luxury!

劳斯莱斯的另一个梦幻因素是静音和完全没有震动。在幻影中，劳斯莱斯打造了一个隔离舱，内置300磅的隔音材料，使其成为世界上最安静的汽车，同时在车内座椅底部加入了劳斯莱斯独特的气味，重现经典劳斯莱斯汽车的味道。在我们这个拥挤嘈杂的世界里，安静是一种奢侈！

RR CEO Torsten Müller-Ötvös often presents the 3 traditional models of the brand in this way: The Phantom is the former dinner jacket, the Ghost is the business suit, and the Wraith is the weekend sports jacket, aiming at younger customers.

劳斯莱斯首席执行官Torsten Müller-Ötvös经常这样介绍品牌的3个传统款式：幻影是以前的晚宴夹克，银魅是商务套装，Wraith是周末运动夹克，目标客户是年轻的客户。

03

A luxury brand attracts elites & offers exclusivity

奢侈品牌吸引精英人士、提供独家服务

In the 1950s, RR replaced Benz as the preferred car brand of the British Royal family & became the car for the kings and queens; the Phantom IV was exclusively sold to royalty and head of state. In the 60’s Rolls-Royce became a symbol of success for singers, actors and celebrities: for instance, Tom Jones, John Lennon, George Best, Tony Curtis. More recently, Kim Kardashian, Lady Gaga, Conor McGregor, Jennifer Lopez, Justin Bieber, Gwen Stefani.

20世纪50年代，劳斯莱斯取代奔驰成为英国皇室的首选汽车品牌，成为国王和女王的座驾；Phantom IV专卖给皇室成员和国家元首。60年代，劳斯莱斯成为歌手、演员和名人的成功象征，如汤姆-琼斯、约翰-列侬、乔治-贝斯特、托尼-柯蒂斯。最近，金-卡戴珊、Lady Gaga、康纳-麦格雷戈、詹妮弗-洛佩兹、贾斯汀-比伯、格温-斯蒂芬尼等人都曾使用过劳斯莱斯。

Rolls-Royce offers highest exclusivity to all its clients; they need to fulfil all criteria as RR research their background. An app “Whispers” is only available to owners & is a guide into luxury and experience.

劳斯莱斯为所有客户提供最高的专有权；劳斯莱斯会调查客户的背景，他们必须满足所有品牌要求。一款名为 "Whispers "的应用程序只对车主开放，是进入奢华体验的指南。

04

Luxury brands are strong on story telling

奢侈品拥有强大的故事讲述能力

One of the well-known RR stories is the story about the Spirit of Ecstasy, that has become a symbol of luxury and elegance, called “The Whisper”, also known as Emily, Silver Lady and Flying Lady. It was created by sculptor Charles Sykes for his friend Baron John Montagu, and it features a woman, standing on one foot, wearing a fluttering cloak, tapping a finger against her lips so as if she wanted to keep a secret. And there was a secret indeed as this woman was Eleanor Velasco Thornton, the secret lover of Baron Montagu for more than 10 years, that he could not marry because of her low social status. Later on, Rolls-Royce asked Sykes, the sculptor, to create for RR its own current iconic hood ornament inspired by the whisper sculpture.

劳斯莱斯最出名的故事之一是关于迷魂记车型的故事，它已经成为奢华和优雅的象征，叫做 "耳语"，又名艾米丽、银色女士和飞翔女神。它是雕塑家查尔斯-赛克斯为他的朋友约翰-蒙塔古男爵创作的，它的主人公是一个女人，她单脚站立，身披飘逸的斗篷，用手指轻触着嘴唇，好像要保守一个秘密。而这确实是一个秘密，因为这个女人就是蒙塔古男爵10多年的秘密情人埃莉诺-维拉斯科-桑顿，因为她的低下的社会地位，他们无法成婚。而后，劳斯莱斯请雕塑家赛克斯以耳语雕塑为灵感，为劳斯莱斯设计了自己目前标志性的引擎盖装饰品。

05

Last but not least, luxury brands need to always innovate on tradition.Stay relevant.

最后，奢侈品牌需要在传统上始终创新。保持前沿性。

It is essential. And Rolls Royce does it in different ways. Kate Winslet, for instance, gave her voice to the Spirit of Ecstasy in a film where she recounts the story of the muse behind the brand’s iconic hood ornament. RR also developed exclusive art collaborations like the Mahlangu Phantom of Rolls Royce with a striking expression of contemporary African art.

这是必不可少的。而劳斯莱斯以不同的方式做到了这一点。例如，凯特-温斯莱特在一部电影中为 "欢乐女神 "配音，她讲述了品牌标志性引擎盖装饰品背后的缪斯故事。劳斯莱斯还开发了独家艺术合作，比如劳斯莱斯的Mahlangu Phantom. 该系列强烈地表达了非洲当代艺术。

A celebration of contemporary art, the Rolls-Royce Art Program also brings new works and perspectives to the art world, honors the spirit of creative excellence that Rolls-Royce shares with the international art community. The Rolls-Royce 103EX, all electric & autonomous projects RR into the future, but remains the haute couture of motoring.

作为当代艺术的弘扬代表，劳斯莱斯艺术项目也为艺术界带来了新的作品和视角，尊崇劳斯莱斯与国际艺术界共享的卓越创意精神。劳斯莱斯103EX，全电动&自主项目，映射着劳斯莱斯走向未来，但依然是汽车界的高级定制。

Conclusion

结语

How far can luxury brands go to stay relevant to evolving consumer culture without diluting their uniqueness?

豪华品牌在不淡化自身独特性的前提下，能在多大程度上保持与不断发展的消费文化同步？

RR ventured into the SUV segment with the Cullinan model but I think didn’t betray their DNA. The car is named after the Cullinan diamond, the largest diamond ever found at 3100 carats. It is exclusively available with a twin-turbocharged 6.75-litre V12 engine, it has a starting price in the US $325,000. So, this car is not really an SUV.

劳斯莱斯以Cullinan车型涉足SUV领域，但我认为他们并没有违背他们的DNA。这款车以库里南钻石命名，这是有史以来发现的最大钻石，重达3100克拉。它是独家发售的，搭载6.75升V12双涡轮增压发动机，它的起售价在美国32.5万美元。所以，这款车并不是简单的SUV。

Therefore, RR remains the most prestigious luxury car brand: they produce less than 5000 cars in the world per year, and for people who value tradition, excellence, like me, who values silence, privacy, no car brand can compare with Rolls Royce, it conveys the most luxury lifestyle elements.

所以，劳斯莱斯依然是至今为止最负盛名的豪华车品牌：他们每年在全球生产的汽车不到5000辆，对于像我这样重视传统、精益求精、重视静谧、私密性的人来说，没有任何一个汽车品牌能与劳斯莱斯相比，它传递了最豪华的生活元素。

Tesla delivers a different value from RR. It certainly creates exceptional products, attracts elites and keeps innovation. However, unlike traditional luxury car brands, it is more available to the public and hence the exclusiveness reduced. In this age, it could represent a new type of luxury car brand, as nowadays consumers value creativity and innovation as much as exclusiveness.

特斯拉的核心价值与劳斯莱斯不同。 特斯拉创造出了卓越的产品，吸引着精英客户并保持创新。 但是，与传统的豪华车品牌不同，它更适合被公众所使用，因此特斯拉并没有强烈的排他性降。然而 在这个时代，特斯拉也代表着一种新型的豪华车品牌，因为现在的消费者像重视独家性一样，重视创造力和创新。

Do you want to learn more about information about luxury? Welcome to sign up for our courses!

Scan QR code above to learn more about