Rolls-Royce doesn’t promote a lot. Certain, the legendary British ultra-luxury-car builder typically sponsors particular occasions, however you hardly ever see Rolls print or TV adverts, and also you by no means see digital promotions.
About ten years in the past, I had the consideration of becoming a member of the then head of Rolls-Royce North America for breakfast. In the course of the dialogue, which was attended by eight or so native auto writers, our host famous that Rolls maintains a listing of each potential buyer on the planet. I received the sense that the variety of “customers” prepared and capable of spend greater than $350,000 on their subsequent new automotive is comparatively small.
So, as an alternative of promoting within the standard sense, Rolls-Royce prefers to host events, premieres, and different high-end occasions, which allows the corporate to have interaction its potential purchasers within the flesh, so to talk.
This has not at all times been the case, after all. Rolls-Royce automobiles weren’t at all times as costly as they’re right this moment—comparatively talking.
Starting within the late Fifties, and into the early Sixties, Rolls-Royce ran a very good variety of journal print adverts, a few of which have been surprisingly feature- and value-oriented—considerably odd for a luxurious model.
It appears doubtless that, after years of positioning the model as uncommon and aristocratic, the oldsters at Rolls realized that a minimum of a few of its potential clients have been being lured away by the extra thrilling and extra driver-oriented choices from the likes of Aston-Martin, Jaguar, and Mercedes-Benz. It was turning into uncool—a minimum of to some people—to be chauffeured round in a rolling, chrome-laden tribute to Victorian inheritance.
1959 Rolls-Royce Advert
Take into account these factors as numbered and offered within the advert featured right here:
An fanatic car-magazine overview is quoted in level primary. Earlier Rolls adverts would by no means have cited so sensible a supply.
In level two, the advert boasts of the steps taken to make sure product reliability. One may count on to learn related claims in a Ford commercial.
In factors three and 4, Rolls lays naked its want that its automobiles be thought-about driver’s automobiles.
In level six, the Rolls-Royce guarantee is roofed… a surprisingly sensible level for an ultra-luxury car.
In level seven, we be taught concerning the automotive’s efficiency. A legendary luxury-car builder reducing itself to be measured by so widespread a metric as prime velocity.
That is attention-grabbing: In level eight, we be taught that Rolls-Royce and Bentley automobiles are primarily similar. This admission would appear designed to permit Rolls to bask—a minimum of considerably—within the glow of Bentley’s storied victories on the race observe. Once more, this advert is trying to be a magnet for driving fanatics.
And, in level 9… a worth! Appears a Rolls-Royce, although very costly, will not be as unobtainable as some potential patrons might need thought. That worth—$13,995—remains to be lofty; inflation-adjusted, the automotive pictured involves about $125,000. That’s a lot lower than a modern-era Rolls, however nonetheless significantly greater than a interval Aston Martin or Mercedes-Benz.
A fast survey of basic automotive adverts signifies that Rolls-Royce would return to print promoting for transient durations within the Seventies and Eighties, although neither marketing campaign included adverts as filled with sensible particulars or fanatic data as this basic.
Rolls-Royce Advert Gallery