Who is the target market for Rolls-Royce in India? Highly successful entrepreneurs, says the general manager. Although Wraith may attract new customers, it may also be purchased by current Rolls-Royce owners who own more than one car (the Ghost model might be used for business while the Wraith might be used for non-business driving, for instance).
The company's approach to the market is not volume-driven, because the product is so very upmarket. Yet surely Rolls-Royce monitors sales units and revenues as metrics, and will be tracking progress toward sales goals, especially since overall car sales in India have been trending lower as petrol prices rise.
Festival time is traditionally a time when car purchases occur--and many brands are hoping to gain market share in the competitive Indian market. Rolls-Royce chose to announce its Wraith on its Facebook page, just one of many ways the company stays in touch with its market.
