April, 2013 – This article from Luxury Daily discusses the newly opened Rolls-Royce showroom in Beirut, Lebanon and how it is a good location for displaying and exposing its cars to many potential prospects.  (http://www.luxurydaily.com/rolls-royce-strengthens-global-presence-with-showroom-openings/)
By Erin Shea
British automaker Rolls-Royce Motor Cars is strengthening its global presence with a new showroom in Beirut, Lebanon, and plans to open another in an undisclosed location.
The new showroom is the 10th showroom in the Middle East for Rolls-Royce. Although the BMW-owned automaker just opened this one, it seems as though Rolls-Royce is hinting at another new showroom through its social media.
“The arrival of Rolls-Royce to Beirut in an official capacity has been long overdue,†said Geoffrey Briscoe, regional director Middle East, Africa and Latin America at Rolls-Royce Motor Cars, Abu Dhabi.
“Following our third consecutive record year for sales in 2012, with the Middle East region registering the largest amount of growth, 26 percent, we see that great potential still exists, particularly in the Levant, to which Lebanon is our gateway to,†he said.
“With the Lebanese people’s well-known penchant for the best, and the ultra luxurious, it was time for Rolls-Royce to enter the market in an official capacity and offer them the choice to go for the best.â€
New locations
Rolls-Royce held a celebration March 27 to mark the new opening of the Beirut showroom.
The Beirut location accommodates two vehicles and a personalization lounge featuring Rolls-Royce’s Bespoke service, which allows customers to configure their vehicle to their individual taste.
“Beirut is a good location because of the local market and the number of affluent visitors that go there for business and pleasure,†said Ron Kurtz, president of the American Affluence Research Center, Atlanta.
“This new showroom will help Rolls-Royce in several ways,†he said. “It is a good location for displaying and exposing its cars to many potential prospects.
“It gives potential buyers a convenient location to plan the purchase of their car with knowledgeable staff and it also provides a place for owners to have their cars serviced and repaired.â€
Recently the automaker opened its third showroom in India’s up-and-coming luxury marketplace.
The showroom is located in Hyderabad, which is a large metropolitan area in South India with affluent consumers.
Meanwhile, the automaker has plans to continue its global expansion.
Rolls-Royce shared images through its Twitter and Facebook April 5 that suggest the opening of a new showroom.
The automaker has not yet given the location of the new showroom.
Global expansion
The Greater Middle East seems to be a hot spot for luxury marketers in a variety of industries since many are expanding their presence in that area.
For instance, Kering-owned Saint Laurent Paris’ plans for a new flagship store in United Arab Emirates capital Abu Dhabi will help the French fashion house strengthen customer relationships in a market with concentrated wealth.
Also, luxury hotel marketers are opening numerous properties in the Greater Middle East area, suggesting that the region is a new choice destination for in-the-know affluent travelers.
Fairmont Hotels and Resorts, Starwood Hotels and Resorts, Hilton Hotels’ Waldorf Astoria and The Ritz-Carlton have recently opened or plan to open new properties in the Middle East.
The Greater Middle East has become a luxury destination and the home to many affluent consumers, so it makes sense that Rolls-Royce would market its expensive vehicles in the market.
“Rolls-Royce is smart to encourage the opening of showrooms in the Middle East, where there is a sizable population of people who can afford a Rolls-Royce and desire the prestige that goes with owning one,†Mr. Kurtz said.