More than six years ago, a team of luxury intelligence specialists, designers, engineers, and craftspeople assembled to begin the development of the new Rolls-Royce Ghost. These insights informed the designers, engineers and craftspeople at Rolls-Royce as they moved into the development phase of the highly progressive new Ghost. This primary research allowed them to create a product focussed on the requirements of these remarkable men and women. It revealed the divergent interests, opinions and changing taste patterns within Ghost clients’ appreciation of luxury. Since the introduction of Ghost, which became the most successful Rolls-Royce in history, the marque’s unique proximity to its clients afforded the team access to a large body of information.
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