Rolls-Royce and how "the framing effect" influences how people make choices

I remember reading an interview a few years ago with Peter-Paul Schoppmann. He's Rolls-Royce's Germany, Northern and Eastern Europe Regional Director.

I remember that interview because Schoppmann said something that intrigued me. He said, "We don't have any competitors in the car industry."

Then he explained that the average price of a new Rolls-Royce is…