The well-known luxury car brand Rolls-Royce recently announced a draconian measure that customers who buy its new electric car Shining and immediately resell it for profit will be permanently banned. Blacklisted him and no longer allowed him to buy any Rolls-Royce models. The policy has drawn the ire of some high-end London car dealers, who see it as a violation of customers’ rights.
Shining is the first pure electric car launched by Rolls-Royce, and it is also one of its most expensive models. The domestic price starts from 5.75 million CNY. Due to its limited production and unique design, Shining is very popular in the market. Some wealthy people immediately resell it at a higher price after buying it, and earn the difference from it. This practice has become a common phenomenon in the field of supercars. For example, the prices of some limited edition models of Porsche, Ferrari, Lamborghini and other brands in the second-hand market are often several times or even dozens of times higher than the original price.
However, Rolls-Royce CEO Torsten Müller-Ötvös said they would not tolerate such behaviour, seeing it as disrespectful to the brand and customers who really love its cars. respect. “They would be immediately blacklisted and never have the chance to buy our car again,” he told Car Dealer magazine.
It is noticed that Rolls-Royce is not the first car brand to express dissatisfaction with the phenomenon of “reselling”. As early as 2017, Andreas Preuninger, head of the Porsche GT department, ) said that Porsche is monitoring which customers are reselling vehicles and limiting the quotas for these people to buy special models. He told Car and Driver magazine at the time: “I personally like to see my cars being used, that’s what we built them for, they’re too good to be left for dust… I don’t like people buying our cars to make money, that was never our intention.” More recently, General Motors (GM) also announced that if customers resell a Chevrolet Z06 sports car within a year, it will void certain warranties and bar them from buying it. Any future GM model.
The move apparently angered some high-end car dealers, who make a lot of money buying and selling valuable, limited-edition vehicles. British supercar dealer Tom Hartley expressed his displeasure with Rolls-Royce’s new policy to Car Dealer magazine, “I’ve agreed to buy two Shinings from customers. I think A car manufacturer has no right to tell a customer who has spent nearly half a million pounds on a car what not to do.”
