Core Insights - Rolls-Royce is accelerating efforts to attract younger consumers through regular live streaming events at dealerships, which focus on brand presentation rather than direct sales links, yet still manage to generate orders [1][2] - The luxury automotive market is under pressure, with a nearly 50% year-on-year decline in sales in the ultra-luxury segment in China during the first half of 2025, prompting brands like Rolls-Royce to seek new growth avenues [1][4] Group 1: Marketing Strategy - Multiple dealerships of Rolls-Royce have initiated regular live streaming, with the Shanghai dealership increasing its frequency to daily broadcasts since August [2] - The average age of Rolls-Royce customers has decreased, with the current average being 36 years old, and 40% of buyers of the new Ghost model being first-time Rolls-Royce purchasers [2][3] - The brand is attempting to maintain its "quiet luxury" ethos during live streams, which contrasts with typical aggressive sales tactics [2] Group 2: Product Development - Rolls-Royce is introducing sportier models and design elements that appeal to younger aesthetics, such as the 2025 Black Badge versions of the Phantom and Cullinan, which incorporate carbon fiber and sporty features [3] - The limited edition models, like the Dunhuang mural version of the new Ghost, are designed to resonate more with younger consumers [3] Group 3: Market Challenges - The ultra-luxury automotive market is experiencing a significant decline, with sales dropping to 37,000 units in the first half of 2025, a 49% decrease year-on-year [4] - Despite facing sales challenges, Rolls-Royce's performance has shown signs of recovery, with a global sales figure of 5,712 units in 2024, a 5.3% decline, but a 3.3% increase in the first three quarters of 2025 [4] Group 4: Risks of New Strategies - The shift to live streaming is seen as a double-edged sword, potentially diluting the brand's high-end image while reaching younger consumers [7][8] - Experts warn that while live streaming can attract younger buyers, it may alienate the core older clientele and diminish the brand's perceived exclusivity [7][8]