Yes, there is a market for Rolls-Royce in Quebec

Frédéric Mercier

Wednesday, 27 September, 2017 12:53

UPDATE
Wednesday, 27 September, 2017 12:53

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Rolls-Royce, we do not see every day in Quebec. But we sell enough for the famous constructor to the british origins has a storefront in Montreal.

Even that business is going rather well for the dealership of prestige in montreal. Last year, it has sold approximately 45 new vehicles in addition to keeping an inventory of models used to luxury. When we know the value of cars that are presented, it is frankly impressive.

In the beginning of the week, the dealer has also welcomed customers and media for a first presentation of the new Phantom 2018, the iconic model of Rolls-Royce in which the starting price will exceed the$500,000.

Read also: The new Rolls-Royce Phantom arrived in Quebec

We have the opportunity to exchange a few words with Gad Bitton, president of Rolls-Royce Motor Cars Quebec.

Attitudes that change

In a province to the arid climate, and the taxation is also high, is there really a market for a manufacturer of prestige of the quenching Rolls-Royce?

“Out of the money, there are in Quebec, there are in Montreal. There are as many as in Toronto, said from the outset, Mr. Bitton. Only, here, we don’t show it”, he says. Indeed, one of the challenges of his business, he notes, is to show people that driving a Rolls-Royce is not a bad thing. And it happens, slowly but surely.

The change of mentality, Gad Bitton has been much felt since the opening of his concession in 2010. “The age of our customers is much lower than what you might believe,” he says, ensuring that the average is around the beginning of the quarantine.

“In 2003 [at the return of the Phantom under the scope of BMW], Rolls-Royce was a company with a car,” recalled Gad Bitton. Today, with the Ghost, the Wraith and the Dawn, the manufacturer managed to pick up a wider range of consumers. This is the Wraith that is now the best seller of the range.

My country is winter

Gad Bitton is not caching, the presence of versions to train in full range Rolls-Royce would definitely help to entice more buyers in quebec. The first SUV of the brand is expected for the next year, which will partially address the problem. But Gad Bitton sees farther. “It is true we have an SUV that is coming up, but we also need versions to four-wheel drive of our sedans.”

In this regard, the head of communications at Rolls-Royce, Gerry Spahn, has confirmed to us that the architecture of the new Phantom could easily be modified to receive a possible wheel to the full, or even an electric motor. “We have still not taken a decision to this effect”, he, however, wished to clarify.

In the meantime, Gad Bitton and his team are about to move into the new premises of 81 000 square feet, of which the main space will be reserved for Rolls-Royce products.

In Canada, only three other dealerships are in business for the account of Rolls-Royce. There is one in Toronto, one in Vancouver and another in Calgary. Obviously, there is a place for Quebec in the exchequer of the manufacturer.