Welcome the GHOST

Rolls-Royce has unveiled its new saloon Rolls-Royce Ghost in India. According to the company, a part of BMW AG, this is an everyday car available at a cheap price. It costs around just Rs 2.5 crores which is very less compared to the big brother Phantom which is around Rs 4 crores. It is positioned as a more casual and informal everyday car. In India, which is expected to be the biggest market for RR in the next 5 to 10 years, the company is targeting the exclusive chauffeur driven lot. The company also offers special customization for the local market. The communication strategy of the company is to make the media tell the story by not missing the auto shows and a one to one contact through its two dealers. According to the company sources, there is still 85% of the target segment who have never tasted a RR. The Ghost is all set to haunt. But will this be at the cost of its premium brother Phantom?