BY:

G.THIRUKARTHICK
11A-30
 CONTENTS
, INTRODUCTION
, HISTORY
, FOUNDERS
, TIME LINE
, VISION/MISSION/STRATEGY
,. CAR MODELS
, COMPETETORS
,. CUSTOMER
FOCUS
,. DISTRIBUTION
& NETWORiaNG
,. LAST REPORT
,. BRAND VALUES
,. ROLLS ROYCE
IN INDIA
, CORPORATE
INTRODUCTION
o Rolls-Royce Motor
Cars is a British
Manufacturer of luxury
auto1nobiles.

o Based at the
Goodwood plant in West
Sussex, England.

o It is a wholly owned
subsidiary of BMW.
o The chainnan of the
company is Ian
Robertson and the CEO
of the company is
Torsteo Muller-Otvos

o Considered as the
ultimate automobile
manufacturer.

0 The symbol of
British Automobile
prowess.
FOUNDERS
 CHARLES
, ROLLS
Charles Rolls studied
mechanical engineering at
Cambridge.

, The first
undergraduate to own a
car, he soon began racing.

, To fund his passion he set

up a dealership, selling
mostly foreign cars.

, His search for a

supplier of reliable English
cars led to his introduction
to Henry Royce.
 HENRY
' ROYCE.
Royce began his caree,· by
making dynamos and electric cranes
under a
limited liability company called F.M.
Royce & company.

, Known for his attention to

detail and pursuit of perfection,
Henry Royce registered his first
patent in 1887.

• Dissatisfied with engines, Royce

decided to improve on it and turned his
anen1ion to building the best cars in the
world.

, By 1903 be bad designed and

built bis first engine. Mis first
prototypes took to 1hc road in 1904.
TIME LINE
 Rolls- Royce Limited (1906-1987)
' Rolls- Royce Limited was a car and later aero-engine
manufacturing company was founded .
, Rolls-Royce was nationalized in 1971 and the present Rolls-Royce
pie was re-privatized in 1987.
, The automobile company was separated in 1973.

Rolls- Royce PLC(l987-present)

Rolls-Royce PLC, a world leading provider of power systems and
services for use on land, sea and in theair, operates in four global
markets -civil aerospace, defense aerospace, marine and energy.
 Rolls-Royce
Motor(.1973-.1998)
' Rolls- Royce Motors was created from the de-merger of the car
business from Rolls-Royce Limited in 1973.
, In 1998 the production facilities at Crewe plus the Bentley
name was sold to Volkswagen, whereas BMW acquired ,for the
continued development and production of Rolls-Royce motorcar.
Rolls-Royce Motor Cars(l 998-present)

From 1998 to 2002 BMW supplied engines and parts for both
brands. ft was not until January 1,2003 that only BMW would be
allowed to name c a rs" Rolls-Royce" and Volkswagen former Rolls­
Royce/Bentley division would build only cars named Bentley.
VISION
"Strive for perfection in everything you
do. Take the best that exists and make it
better. When it does not exist, design it."
MISSION
"To provide mobility with comfort, style
and speed anywhere be it on land, water
or air. To delight customers by providing
excellent sales and after sales service."
STRATEGY
,. No co-branding endeavors
,. Dealers are chosen based on their common
interest with customers
,. Customers are invited to exclusive dinners
,. Buyers receive personalized letter from the
CEO
,. Focus on repeated purchase.

RESULT
Nearly 113n1of business comes from
repeated customers.
ROLLS ROYCE CAR MODELS
 o 1938-39 Wraith
o 1904-06 10 hp
o 1905-05 15 hp o 1946-59 Silver Wraith
o 1905-08 20 hp o 1949-55 Silver Dawn
o 1905-06 30 hp o 1950-56 Phantom JV
o 1905-06 V-8 o 1955-66 Silver Cloud
o 1906-25 40/50 Silver Ghost o 1959-68 Phantom V
o 1922-29 Twenty 0 1965-80 Silver Shadow
0 1925-29 40/50 Phantom o 1968-91 Phantom VJ
o 1929-36 20/25 o 1971-96 Comiche 1-V
o 1929-35 Phantom II o 1980-98 Silver Spirit
o 1936-38 25/30 o 1998-2002 Silver Seraph
o 1936-39 Phantom III o 2000-02 Corniche V
 FIRST ROLLS ROYCE: l0HP

° First rolls Royce made

in 1904

o 1800cc-12hp at 1000
rpm

o Top speed of
63km/hr

o Only 16 were made

between 1904-1906.
 ROLLS ROYCE IN THE
BATTLEFIELD
o The silver ghost was used
by the British navy to
raise it's first armored
squadron.

o They were used both in

world
war 1 and 2

o The cars were an

important advantage for
British forces during the
war.
·RR bought Bentley when the latter failed after the great
depression.
·The purchase was so secret that even the founder W.0.
Bentley did 't knew that RR was the buyer.
·Belitley wa at that time a complete sports brand
like Lamb r g · n d a y .
·Is used?y.J-ames bond in the original book by lan
fla1ning.
·Was so1d"1o,{he Volkswagen in 1998.

•
SILVER GHOST
o first car from the official roUs Royce company.

o More than 600 sold

o Was responsible for the

reputation of the
company

o RR opened factory in
Massachusetts in 1921
where 1706 sliver ghosts
ware built.
 PHANTOM
• Made by BMW

•At the heart of the Phantom

family is a lightweight aluminium
Space frame.

• 0-100lan/b in 5.9s seconds

Top speed-240 km/hr-auto- cutout
Price starts at $300,000(Rs. l.5 crores)
 TRIVIA ABOUT PHANTOM
o Customers can choose from 44000
colors and any leather trim
o Instead of a tachometer, the
phantom uses a "power reserve
Dial"- to show how much power is
still available for driver.
o The traditional "Spirit of Ecstasy"
has an automatic retraction
mechanism to prevent theft and
tampering.
o The RR logos on wheels always
stand upright.
o Every Phantom is hand-built at
the Home of Rolls-Royce at
Goodwood in England
CURRENT ROLLS ROYCE CAR
MODELS
o 2003- Phantom
o 2007- Phantom Drop-head
Coupe
o 2008- Phantom Coupe
o 2010- Ghost
MAJOR COMPETITORS
Bentley Bugatti
Ferrari Spyker
Lamborghini Pagani
Maserati
Aston Martin
CUSTOMER FOCUS
Rolls Royce caters to impulse buyers who are :

o Royal class .

o High level of earning

o Creative class

o Car Lover

o Comfo1t
DISTRIBUTION AND
NETWORKING
0 Operated in about 35 countries including India (Rolls­
Royce India)

o Distribution in various counh·ies is done by the ways of

Joint venture, merger/acquisition, wholly owned
subsidiaries.
o The largest market for Rolls-Royce motor cars are North
America, UK, China, London and Abu Dhabi.
o The top selling dealers worldwide are Beverly Hills.
London , Abu Dhabi and Dubai. Abu Dhabhi saw the
highest annual increase with sales more than double.
o 1n India , dealership takes place at delhi and mumbai.
LAST REPORTED
PERFORMANCE
o Rolls-Royce Motor Cars sold 3,538 cars, up 31 percent
on the year before i.e. 2711 , beating the last record of
3,347.

0 The US and Chinese markets are the most

important ones for the company, though it has
not released detailed figures about how many
cars it sold in individual markets.
o Rolls-Royce's
£165,000 Ghost Sales Growth in
2011
model has been the
main driving force for
sales. ■ A in
Pocific

o "We will see another

■ lllidcll
record year for Rolls­ Eosl'
Royce in 2012," said
Mr Muller-Otvos.
BRAND VALUES
 REPUTATION VALUES

,. Rolls-Royce has prospered for more than I00 years because of its
attention to details.

,. Each car has a history book created as it is assembled. The

person responsible signs for every major assembly, test and
inspection.

,. Once bought it will bear the name of the owner and is a complete
record of every stage of the manufacture of the Rolls- Royce.
 RELATIONSHIP VALUES

, RoUs-Royce is one of the few brand that does not

require ownership for one to feel passionately about the
brand and what it represents.
 EXPERIENTIAL VALUES
Among the world's most exclusive auto1nakers, two
brands tower above the others :

,. Ferrari for perfo1mance and Rolls-Royce for

comfo1t.

,. The Phantom has succeeded in its mission to make sure

Rolls-Royce remains the household name for over-to-top
automotive luxury.
 SYMBOLIC VALUES
Rolls-Royce in itself is the
ultimate icon representing a
person's status. However, there
are two identifiable features that
make rolls- Royce a Rolls.

1. 'The Spirit of Ecstasy'- a

strong sensation of driving the
car
2. 'Radiator GriJJe' - entirely
made by hand and eye- no
measuring instruments are used.
It takes one man, one day to
make Rolls-Royce radiator, and
then five hours are spent
polishing it.
ROLLS ROYCE AND INDIA
, The Indian kings were the biggest

customers of RR in the

pre-independence days.

, RR Was imported by the

Indian rich until it was officially

launched in India.

, In spite of economic

recession RR has sold 70

RS.3crores phantom in India.

, Indian designer Dilip

Chhabria re­designed a RR silver

coupe for

A NRI client making it into a RS.

ROLLS-ROYCE & CORPORATE SOCIAL
RESPONSIBILITY
 ' Our commitment to acting with integrity is at the heart of everything
we do. We embrace the social responsibilities that come with being
a major employer, neighbor and partner, and we believe that
conducting business in a responsible manner creates competitive
advantage.

, It enables us to attract the best people, develop successful

working relationships with customers, suppliers and governments,
and support the global communities in which our employees live
and work.
ACTIVITIES
 COMMUNITY INVESTMENT

, In 2009 alone, 5,000 of our employees devoted 60,000

hours to community-related projects.

CHARITABLE TRUSTS

' The company has created a number of independent

charitable trusts who use the interest generated from the
endowment funds the co1npany invest in to provide A
important local services. W
 SCIENCE EDUCATION

, Moreover, the company support science education and

outreach programmers to inspire the next generation of
eng1Deers.
, The Rolls-Royce Science Prize, for instance, awards
£120,000 each year to UK schools to promote excellence
in teaching and learning.
FUTURE PLANS
, RoUs Royce has announced its next generation electric car
102EX
, Rolls Royce gives more emphasis on
sustainable development
' They have a program of improvement in production
activities. They seek world class activities in health, safety
and environment management.
, currently they have Phantom and Ghost, there's a Rolls
Royce Coupe, and an extended wheelbase Phantom - Little
longer in the length.
, Rolls-Royce, the fained luxury British
automaker, has announced that it will begin selling
vehicles in South America.
CONCLUSION
OQuality class comfort
OMore than 100 years
ORepeat customers
OQperates more than 35
countries