May 26, 2017 | By Sarah Housley
Experience Lifestyle & Interiors on WGSN.
With access to the world’s largest car market, auto brands are aiming for the highest bidders, with several super premium models unveiled at the currently-running Beijing Auto Show 2014.
With 25% of its 2013 models going to China, Rolls-Royce has its eyes fixed firmly on the Chinese luxury market. Three new Rolls’ dealerships will open in China this year, and the car manufacturer proved its allegiance to the market by choosing the Beijing Auto Show 2014 as the venue to premiere its customizable Pinnacle Travel Phantom. It also showed the Majestic Horse Collection Phantom, from a limited edition range coinciding with the Year of the Horse.
Bugatti is also pushing its luxury credentials even further with a super exclusive version of the Black Bess. The Veyron Grand Sport Vitesse model takes inspiration from the speed and style of the 100-year-old original Type 18. The new version is black, with gold trim, some of which is 24 carats. With only three models going into production – at a retail price of $3.61 million – the car is aimed at the extreme elite.
Certain brands are trying to strike a balance between the growing luxury market and the increasing pressure for greener cars to offset China’s environmental problems. Bentley has designed one such compromise with a luxury plug-in Hybrid Concept that aims to cut CO2 emissions by 70%. The model loses none of its sophistication in the process, with a matte grey surface exterior shown with delicate copper accents.
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