Core Viewpoint - A serious traffic accident involving a Rolls-Royce vehicle owned by prominent automotive influencer Chen Zhen has raised questions about the brand's image and sales performance in the Chinese market, particularly amid ongoing controversies and declining sales figures [1][5][7]. Group 1: Accident Details - The accident occurred on October 3 in Beijing, with initial investigations indicating that Chen Zhen is fully responsible for the incident [1]. - The vehicle involved is a Rolls-Royce Phantom, which has an official price of 5.75 million yuan, and even as a second-hand car, its market price starts at 4 million yuan [1][4]. - There are allegations from netizens suggesting that the vehicle may have been driving in the wrong direction, but local traffic police declined to comment on the matter [2][4]. Group 2: Insurance and Repair Costs - Chen Zhen's public statement about only purchasing mandatory traffic insurance has sparked discussions, as this type of insurance has a compensation limit of only 2,000 yuan for property damage [4]. - An industry expert noted that without comprehensive insurance, the repair costs could approach the price of a new vehicle, potentially leading to the car being declared a total loss [4][5]. Group 3: Rolls-Royce Sales Performance - In 2023, Rolls-Royce delivered 6,032 vehicles globally, marking a historical high, but projections for 2024 indicate a decline to 5,712 vehicles, a decrease of 5.3% [5]. - The brand's sales in the Greater China region have also been declining, with a reported 23% drop in sales during the first five months of the year compared to the previous year [5]. - Despite maintaining stable official prices, the brand has been offering flexible promotions in the domestic market to adjust to sales challenges [5]. Group 4: Brand Image and Controversies - Rolls-Royce has faced multiple controversies in recent years, including backlash for a promotional video featuring internet celebrities that was deemed inconsistent with the brand's luxury image [7]. - These controversies, along with the recent accident, have contributed to a tarnished brand image, impacting consumer perception and sales in the competitive luxury automotive market [7].

Core Viewpoint - A serious traffic accident involving a luxury Rolls-Royce vehicle owned by prominent automotive influencer Chen Zhen has raised questions about the vehicle's insurance coverage and the brand's declining sales in the Greater China region [1][2][3]. Group 1: Accident Details - The accident occurred on October 3 in Beijing, with initial investigations indicating that Chen Zhen is fully responsible for the incident [1]. - The vehicle involved is a Rolls-Royce Spectre, which has an official guide price of 5.75 million yuan (approximately 575 million) and a market price starting at 4 million yuan for used models [1][2]. - There are allegations from netizens suggesting that the vehicle may have been driving in the wrong direction, but local traffic police declined to comment on the matter [2]. Group 2: Insurance Controversy - Chen Zhen previously stated that he only purchases mandatory traffic insurance, which has a compensation limit of 2,000 yuan for property damage, raising concerns about the potential repair costs for the severely damaged vehicle [2][3]. - An industry expert noted that if comprehensive insurance had been purchased, the annual cost for the Spectre would be around 200,000 yuan, and without it, repair costs could approach the price of a new vehicle, potentially leading to the car being declared a total loss [3]. Group 3: Rolls-Royce Sales Performance - Rolls-Royce has experienced a decline in sales in the Greater China region, with a reported 23% decrease in sales during the first five months of 2023 compared to the previous year [4]. - Despite a record global delivery of 6,032 vehicles in 2023, projections for 2024 indicate a drop to 5,712 vehicles, marking a 5.3% decline and ending a three-year growth streak [3][4]. - The brand has faced multiple controversies in recent years, impacting its image and sales, including backlash over promotional content that was deemed inconsistent with its luxury branding [4].

Comparison with Maybach S680 - The S680 has a landing price of approximately 3.8 million, which is six times that of the S800 [1] - The customer base of Maybach overlaps significantly with S800, primarily used in business and administrative scenarios, making it a typical rear-seat vehicle [1] - The S680 is longer in body, mainly in the front, while the wheelbase and rear seat dimensions are close to those of the S800 [1] - The rear seat experience is similar, but the S800's zero-gravity seats have a larger adjustable range [1] - The S680 has a noticeable central floor hump in the rear, making the five-seat experience less comfortable in emergency situations [1] - There is a significant gap in smart cockpit features; Maybach's rear entertainment screen is relatively traditional with low actual usage, while the S800's co-driver screen offers a superior projection experience [1] Comparison with Rolls-Royce Ghost - The Ghost has a landing price of around 5 million [2] - Rolls-Royce does not primarily target business scenarios; the Ghost, as a representative of Rolls-Royce's four-door sedan, has a different positioning compared to S800 and Maybach, emphasizing front-seat experience and driving feel [2] - The Ghost's body length is similar to the S800, but the rear space is significantly smaller, and the seat adjustment range is also limited. The Ghost's seats are thicker and harder, not prioritizing passenger comfort [2] - The level of intelligence in the Ghost is lower than that of Maybach, featuring only a central control screen and a high number of physical buttons, which are finely crafted and tuned for a retro luxury feel [2]