The Rolls-Royce and Ferrari stands sit alongside one another in the halls of the Beijing auto show. I took these two pictures less than a minute apart, having stood for quite a while watching the throngs of photographers milling around the two stands.
While it’s far from a scientific observation, I thought it interesting how much more popular the Rolls-Royce stand was proving. Literally hundreds of Chinese were queueing up to have pictures taken by friends of them with the Phantom or Ghost in the background. Yet at Ferrari, it was comparatively quiet.
In Europe, I’d judge the opposite to be true, you’re typically unable to get close to even the barrier of the Ferrari stand at the average motor show. Which made me ask the question – in China, what value does sporting pedigree have? Ferrari would probably say they are a sport-luxury brand. But in China, Ferrari’s sporting and motorsport heritage is much less well know. Given that so much of what we know and value the brand for in Europe and North American markets is connected to this motorsport history, does that mean a sport-orientated luxury or premium brands carries less value here?
By Joe Simpson