Handcrafting and selling cars that make heads turn for over a century now, Rolls Royce is a brand known for its unparalleled quality and one-of-a-kind experience.
Introduction to the pioneers of hand-crafted cars
Rolls-Royce Motor Cars is a British luxury carmaker that is widely regarded as one of the most prestigious and exquisite automobile manufacturers in the world. Since its inception in 1906, Rolls-Royce has been synonymous with luxury, refinement, and exceptional quality. The company’s unprecedented dedication to craftsmanship and attention to detail has helped it to establish itself as one of the world’s premier luxury brands.
When Rolls met Royce
While Charles Rolls came from an extraordinarily affluent family, Henry Royce raised himself from the rags. Royce’s story of transforming himself from a six-year-old newspaper seller to a self-taught mechanical engineer gave Rolls the confidence to invest his money and business acumen in the automobile connoisseur. Hence, began their journey of creating the most illustrious car brand of all time. After the untimely death of Rolls in 1910 during an aeroplane crash, Royce took the company forward with Charles’ close friend and the chief automobile designer in the company, Claude Johnson.
What sets Rolls Royce Apart?
Rolls-Royce’s reputation for handcrafted excellence can be traced back to its early days when founder Henry Royce insisted on personally inspecting each engine before it was sent out to customers. This commitment to quality has been passed down through the generations, and today, more than a century later, Rolls-Royce continues to uphold the highest standards of craftsmanship and engineering. Rolls-Royce’s attention to detail is evident in every aspect of its cars, from the hand-stitched leather upholstery to the custom wood paneling. The company’s craftsmen use only the finest materials and techniques to ensure that every car is a work of art.
The Marketing Strategy of Experiential Luxury
The creativity and grandeur a Rolls Royce possesses have been impossible for any other car manufacturer to achieve around the world. Each element of their products has a unique tale behind it, showcasing their expertise in engineering and artistry. Whether it’s the hue, tone, significance to the customer, symbolic representation, surface quality, presence of champagne glasses inside the car, the texture of headlights, or a roof that resembles a starry sky – every detail carries a strong narrative. The fact that the brand offers a color palette of more than 44,000 options is beyond comprehension. Therefore, what Rolls-Royce offers can’t be reduced to an automobile. It offers experiential luxury all the while.
Exhibition the Only Way to Promotion
Rolls-Royce’s promotional strategy consistently prioritizes the ownership experience rather than showcasing cars. The website dedicates very few sections to cars and instead focuses on immersing clients in the brand’s unique lifestyle. Rolls-Royce exhibits its products at prestigious events, luxury hotels, and exclusive car shows to cater to a highly specialized and exclusive market. They also hold exclusive events to enhance brand value and foster loyalty among owners. These events include surprises for owners, such as exciting trips to select locations, presentations on the history of Rolls-Royce, and art-related activities.
The company heavily relies on the positive feedback and endorsements of satisfied customers, who become inadvertent brand ambassadors and marketing agents for the company through word-of-mouth advertising. The brand places significant emphasis on art as well, with programs such as Muse that support artists working with moving imagery and technology. Rolls-Royce also collaborates with artists on philanthropic initiatives such as the ‘Evelina Art for Allergy X Dine on the Line’ event, which supports medical research.
The brand strategy for Rolls-Royce has always been to remain unique. They are known to go to any lengths to cater to the customization requirements of its customers. Their inclusion of art in automobiles has kept their legacy alive. Therefore, by targeting only the highest economic segment with their pristine handcrafted magic, Rolls-Royce has created a brand that isn’t just aspirational but a dream to achieve.