He speaks on how he has lead the company through difficult times, having seen only a 17% drop in demand since the recession started. Rolls Royce believes in this economy and in comparison to their competitors this has been a credit to the companies’ strategies throughout the recession and brand strength.
“We have a multiplicity of competition not just with motor cars but boats, airplanes and private helicopters” explains Tom, “However we do not sell to our customers, they come to buy a Rolls-Royce”.
Tom and his team saw early in the decline that focus must be concerned with the consumer, spending less on conventional advertising to move efforts onto serving their existing customer base. This proved dividends with no fewer than 150 Ghost models being delivered to customers in December 2009.
“I like to think all of our sales people understand the product, but I prefer that they understand the customers more” Tom Continues “Our customers are very determined people, they make their own decisions”
Tom admits that his ideals came from his predecessor Sir David Plaistow. “I have to continue the values that have been associated with Rolls Royce”.
Tom Purves is clearly a custodian of quality and has maintained Rolls Royce’s most envious luxury branding, “Our customers have never changed, they have the same desires today that they had 60 years ago and that is to have the finest“. He admits that however ‘Luxury’ the brand, Rolls-Royce will on no account alienate people. “Never ever allow yourself to make a conclusion about somebody who might be a customer, they come from all walks of life and all styles and manners of living”
Such customer liberality has obviously helped maintain high sales figures, allowing over a 100 new sales staff to come on board in the last 18 months. Rolls Royce is in the best possible shape for the handover to Torsten Mueller (March 2010) and to capitalize on the economy’s recovery.
To view the entire video and to find out about Tom Purves ambitious plans to double sales in 2010 go to MeettheBoss.TV