Made In Britain: China Boosts Iconic Brands

By Mark Stone, Asia Correspondent in Shanghai

As Britain contemplates the prospect of a triple-dip recession, a growing number of iconic 'Made in Britain' brands are focussing their attention on China.

In an interview with Sky News, the chief executive of Rolls-Royce said the Chinese market was key.

"The Chinese are in love with Rolls-Royce," Torsten Muller-Otvos said as he showed off the company's latest model, the Wraith, to the Asian market at the Shanghai Motor Show this week.

"It is definitely good for Britain because 90% of our cars produced in Britain are exported and 10% roughly stay in the home market.

"That is basically very good for business and for the economy in Britain."

The new Jaguar F-Type, revealed at the Shanghai Auto Show this week

Rolls-Royce is now owned by Germany's BMW but the brand itself is still iconically British. The company produced 3,575 vehicles in 2012 from its factory in Chichester, West Sussex.

It wouldn't reveal how many of those came to China but, along with the Middle East, China is a vital market.

"When you look at the long-term forecast for so-called ultra-high-net-worth individuals, this is forecast to grow 3-5% year by year," Mr Muller-Otvos said.

These ultra-high-net-worth individuals are people like Chen Anzhi, a businessman from Shanghai. He owns three Rolls-Royces and agreed to take Sky News for a spin in one.

Sky News is given a ride in Mr Chen's Rolls Royce

"British to me means very high quality of workmanship; attention to detail. I appreciate that," Mr Chen said at the wheel of his bright green convertible Roller.

"Look at my suit!" he said, taking both hands off the steering wheel of his vastly expensive car.

"I think I am wearing Dunhill today. Dunhill's also British I think?

"I bought three of these Rolls-Royces. Presently I have two: a white one, this green one and I had a burgundy one but I gave it away."

Mr Chen represents one of a growing number of people in China with an eye-watering amount of money and a love affair for luxury and all things British.

"I love British cars, British furniture, I love to go to London," he said.

"I enjoy the very luxury lifestyle, yes. Chinese and British - good friends!"

The Aston Martin stand at the Shanghai Auto Show

We pass Shanghai's flagship stores, including British ones like Burberry. The reflection of our more than ostentatious car is visible in the windows of the shiny shop windows.

"Fourteen years ago you rarely see BMW and Mercedes," Mr Chen said.

"Now you see Rolls-Royce and you think 'wow'! What happened here to the economy? It's booming."

Jaguar Land Rover is another 'Made in Britain' brand - albeit now Indian owned - which is increasingly popular in China.

The Chinese market is now the company's largest globally, allowing it to invest in new jobs in the UK and set up a new joint-venture project in China.

At this week's Auto Show in Shanghai, the new Jaguar F-Type and the new Range Rover Sport were both unveiled to the Asian market.

Range Rovers, often in garish colours with added body-kits, are a regular sight on the streets of Beijing and Shanghai.

Back in Mr Chen's bright green Rolls Royce, I ask him the awkward question. How much did it cost him?

"I knew that question was coming," he laughs!

"It's close to $1.8m dollars. The price is crazy, I know, but after you drive this car, the enjoyment and pleasure, you just forget about the price."

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