rolls royce (2)
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ROLLS ROYCE AUTOMOBILES
GROUP MEMBERS
Shaiwal Bhattacharya 12BSP1145
Harshit Lunawat 12BSP2172
Vishwanath Soni 12BSP1411
Chandan Gandhi 12BSP0398
Padmini Moundekar 12BSP0815
CONTENTS INTRODUCTION HISTORY FOUNDERS TIME LINE VISION/MISSION/STRATEGY CAR MODELS COMPETETORS CUSTOMER FOCUS DISTRIBUTION & NETWORKING LAST REPORT BRAND VALUES ROLLS ROYCE IN INDIA CORPORATE SOCIAL RESPONSIBILITY FUTURE PLANS CONCLUSION
INTRODUCTION
Rolls-Royce Motor Cars is a British Manufacturer of luxury automobiles.
Based at the Goodwood plant in West Sussex, England.
It is a wholly owned subsidiary of BMW.
The chairman of the company is Ian Robertson and the CEO of the company is Torsten Muller-Otvos
Considered as the
ultimate automobile
manufacturer.
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 career by making
dynamos and electric cranes under a limited liability company called F.H. 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 attention to building the best cars in the world.
By 1903 he had designed and built his first engine. His first prototypes took to the 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 plc was re-privatized in 1987.
The automobile company was separated in 1973.
Rolls- Royce PLC(1987-present)
Rolls-Royce PLC, a world leading provider of power systems and services for use on land, sea and in the air, 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(1998-present)
From 1998 to 2002 BMW supplied engines and parts for both brands. It was not until January 1,2003 that only BMW would be allowed to name cars “ 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 1/3rd of business comes from repeated customers.
ROLLS ROYCE CAR MODELS
1904–06 10 hp 1905–05 15 hp 1905–08 20 hp 1905–06 30 hp 1905–06 V-8 1906–25 40/50 Silver Ghost 1922–29 Twenty 1925–29 40/50 Phantom 1929–36 20/25 1929–35 Phantom II 1936–38 25/30 1936–39 Phantom III
1938–39 Wraith 1946–59 Silver Wraith 1949–55 Silver Dawn 1950–56 Phantom IV 1955–66 Silver Cloud 1959–68 Phantom V 1965–80 Silver Shadow 1968–91 Phantom VI 1971–96 Corniche I–V 1980–98 Silver Spirit 1998–2002 Silver Seraph 2000–02 Corniche V
FIRST ROLLS ROYCE: 10HP
First rolls Royce made in 1904
1800cc-12hp at 1000 rpm
Top speed of 63km/hr
Only 16 were made between 1904-1906.
ROLLS ROYCE IN THE BATTLEFIELD
The silver ghost was used by the British navy to raise it’s first armored squadron.
They were used both in world
war 1 and 2
The cars were an important advantage for British forces during the war.
BENTLEY AND ROLLS ROYCE
•RR bought Bentley when the latter failed after the great depression.•The purchase was so secret that even the founder W.O. Bentley didn’t knew that RR was the buyer.•Bentley was at that time a complete sports brand like Lamborghini today.•Is used by James bond in the original book by lan flaming.•Was sold to the Volkswagen in 1998.
SILVER GHOST First car from the official rolls Royce company.
More than 600 sold
Was responsible for the
reputation of the company
RR opened factory in
Massachusetts in 1921 where 1706 sliver ghosts ware built.
PHANTOM
•Made by BMW
•At the heart of the Phantomfamily is a lightweight aluminiumSpace frame.
•0-100km/h in 5.9s secondsTop speed-240 km/hr-auto- cutoutPrice starts at $300,000(Rs.1.5 crores)
TRIVIA ABOUT PHANTOM Customers can choose from
44000 colors and any leather trim
Instead of a tachometer, the phantom uses a “power reserve Dial”- to show how much power is still available for driver.
The traditional “Spirit of Ecstasy” has an automatic retraction mechanism to prevent theft and tampering.
The RR logos on wheels always stand upright.
Every Phantom is hand-built at the Home of Rolls-Royce at Goodwood in England
CURRENT ROLLS ROYCE CAR MODELS
2003– Phantom
2007– Phantom Drop-
head Coupé
2008– Phantom Coupé
2010– Ghost
MAJOR COMPETITORS
Bentley
Ferrari
Lamborghini
Maserati
Aston Martin
Bugatti
Spyker
Pagani
CUSTOMER FOCUS
Rolls Royce caters to impulse buyers who are :
Royal class .
High level of earning
Creative class
Car Lover
Comfort
DISTRIBUTION AND NETWORKING
Operated in about 35 countries including India (Rolls-Royce India)
Distribution in various countries is done by the ways of Joint venture, merger/acquisition, wholly owned subsidiaries.
The largest market for Rolls-Royce motor cars are North America, UK , China, London and Abu Dhabi.
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.
In India , dealership takes place at delhi and mumbai.
LAST REPORTED PERFORMANCE
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.
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.
Rolls-Royce's £165,000 Ghost model has been the main driving force for sales.
"We will see another record year for Rolls-Royce in 2012," said Mr Muller-Otvos.
BRAND VALUES
REPUTATION VALUES
Rolls-Royce has prospered for more than 100 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
Rolls-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 VALUESAmong the world’s most exclusive automakers, two brands tower above the others :
Ferrari for performance and Rolls-Royce for comfort.
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 Grille’ - 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 re-
designed a RR silver coupe for
A NRI client making it into a RS.
4 crore sports car.
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 company invest in to provide important local services.
SCIENCE EDUCATION
Moreover, the company support science education and outreach programmers to inspire the next generation of engineers.
The Rolls-Royce Science Prize, for instance, awards £120,000 each year to UK schools to promote excellence in teaching and learning.
FUTURE PLANS
Rolls 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 famed luxury British automaker, has announced that it will begin selling vehicles in South America.
CONCLUSION
Quality class comfortMore than 100 yearsRepeat customersOperates more than 35 countries