Chinese market crucial for Rolls-Royce's long-term strategic goals: CEO

The head of luxury car brand Rolls-Royce has highlighted the importance of the Chinese market to the British auto-maker, with the strong demand from China's large customer base and its well-developed dealer network being seen as crucial to the company's long-term investment strategies.

Chris Brownridge, CEO of Rolls-Royce Motor Cars, was speaking in an interview with the China Media Group (CMG) as the company recently opened up its flagship Beijing Jinbao Street showroom, becoming the first dealership built to the brand's new visual identity standards.

Founded in 1904, Rolls-Royce Motor Cars is now a wholly owned subsidiary of German auto giant BMW. For many years, China has remained its second-largest market worldwide, and Brownridge noted the long history the company has in the Chinese market.

"This region is very important to Rolls-Royce. We delivered our first motor car to a Chinese client in the mid-1930s. So we have clients all over China and have been delivering our motor cars for more than 90 years. So this is a very important region for us and, as a result, we're continuing to invest for our clients here. This is one of only four places in the world where there is a private office outside of the home of Rolls-Royce," he said.

Brownridge was referring to the firm's Shanghai Private Office, which became Rolls-Royce's only dedicated customization center in China when it opened in August 2023 to better cater to the diverse preferences of Chinese customers.

According to the company's official sales data, the office has maintained steady business growth since it began operations three years ago, with revenue up about 67 percent year on year in 2025.

Brownridge, who was making his second visit to China as the new Beijing showroom opened in September, shared his views on the strategic opportunities he sees in the Chinese market.

"An interesting fact is that today in this region, so in China, the average commission value is increasing every year because our clients are asking for more and more complex commissions. We measure our success on the value of what we produce, and not the volume of what we produce," said the CEO.

Highlighting the advantages of China's booming auto market, Brownridge noted the sizable customer base and the extensive dealer network and partners the company enjoys here, making it extremely important for Rolls-Royce.

"We're continuing to invest here because, of course, our business is one where we have very ambitious plans, but also we shouldn't judge our business on the last 12 months. This is a long-term investment in a very important market. We have many clients here and we have very strong demand. Our dealer network here in China is an important part of our business in delivering that client experience. We have some wonderful dealer partners who are investing in magnificent facilities. So this is a very important place for us," he said.

Chinese market crucial for Rolls-Royce's long-term strategic goals: CEO

Chinese market crucial for Rolls-Royce's long-term strategic goals: CEO

As cities worldwide look for ways to respond more quickly to residents, locals on the streets of Madrid, Spain, shared which public service platforms they rely on most to solve everyday problems.

Residents highlighted apps from the Regional Transport Consortium, Madrid City Council and social security, which make transit tracking, public maintenance reporting and medical appointment booking much easier.

"The Regional Transport Consortium's transit app, where you can check when the bus or train is coming and so on," said resident Mateo.

"Well, essentially, things related to tax management, searching for information and applying for aid or grants," said another resident Juan.

"On my phone, I mainly use the Madrid City Council app to report incidents, for instance, a broken streetlamp or any other issue I spot," said a third resident Juan Antonio.

"The Social Security app for healthcare appointments. When you need to get bloodwork done or have a checkup. The Social Security app is very useful, and when they give you the appointment, you have it right there. You get the message in the app, with the day and time," said Freddy, also a local resident.

The interviewees also rated the response speed and efficiency of the city's public service systems they use, and whether those systems actually solve their problems.

"Well, I think everything can be improved, but in general, we are moving forward with digitization, which is something that helps us a lot, in my opinion," said Isidro, another local.

"Well, they work reasonably well. I mean they provide the right response, with relatively quick or specific answers. For example, with the Madrid City Council app, when I report an incident, I have to check for myself afterward, because I don't receive any confirmation. They tell me they're going to look into it, but that's all. Overall though, they're good," Antonio said.

The 2026 Beijing Forum on Swift Response to Public Complaints will be held on Oct 12 and 13, bringing together discussions on digital technology and people-centered urban governance. The forum will explore how smart technology empowers city management and shapes modern, people-driven governance, with international experts from more than 70 countries and regions taking part.

Ahead of the event, Madrid residents also shared their views on China's public service systems, including Beijing's "Swift Response to Public Complaints" mechanism.

"I would really like to know whether services in China are more efficient when it comes to responding to inquiries or incidents, or whether they have some kind of confirmation system," Antonio said.

"Beijing is a huge city. Do you have any apps for public transport, for example, to manage public transportation," Isidro said.

Madrid residents rate local public service platforms, response speed