Rolls-Royce Motors

Rolls-Royce Motors was the British automotive company responsible for producing Rolls-Royce and Bentley luxury cars from 1973 until the restructuring that followed its sale in 1998. It was created when the United Kingdom separated the car-manufacturing activities of the nationalised Rolls-Royce business from the aerospace operations that had become the main focus of the reorganised company. The automotive division inherited a globally recognised marque, a long-established engineering tradition and the Crewe manufacturing site, where Rolls-Royce and Bentley vehicles had been produced. The company operated at the very top of the passenger-car market. Its products were generally large, expensive saloons, limousines, coupés and convertibles distinguished by hand-finished interiors, formal styling, powerful engines and a strong emphasis on craftsmanship and personal service. The principal Rolls-Royce lines included the Silver Shadow, Phantom VI, Corniche, Camargue, Silver Spirit, Silver Spur, Silver Seraph and the final Crewe-built Corniche V. Bentley models were developed and manufactured largely alongside their Rolls-Royce counterparts, although Bentley gradually became the higher-volume marque. The business emerged during a difficult period for its former parent. Rolls-Royce Limited had been nationalised in 1971 after financial difficulties associated in part with the development of the RB211 jet engine. The 1973 separation allowed the government-owned aerospace business to concentrate on aircraft-engine production while placing the car operations in a distinct company. In 1980 Rolls-Royce Motors was acquired by Vickers, a British engineering group that provided new private-sector ownership and managed the company for the remainder of the 1980s and 1990s. During the Vickers period, the company modernised its range while retaining a deliberately conservative luxury identity. The Silver Spirit and Silver Spur replaced the earlier Silver Shadow generation, and the company continued to offer the long-wheelbase Phantom VI and the coachbuilt-style Corniche. A marketing survey conducted in 1987 reportedly found that Rolls-Royce was among the best-known brands in the world, ranking behind only Coca-Cola in unaided recognition in that study. This awareness supported the brand's prestige, but the business remained a relatively low-volume manufacturer with substantial development and production costs. Vickers put Rolls-Royce Motors up for sale in 1998. BMW was a major bidder because it already supplied engines and other components to the business, but Volkswagen Group offered more and acquired the operating company. Volkswagen obtained the Crewe factory, the Spirit of Ecstasy mascot and the distinctive Rolls-Royce radiator-grille design. The Rolls-Royce name and double-R logo, however, were controlled by the separate aerospace company Rolls-Royce plc. Rolls-Royce plc licensed those automobile-mark rights to BMW, creating a split in which Volkswagen controlled important physical and design assets but BMW controlled the name required to market a new car as a Rolls-Royce. A transitional agreement allowed Volkswagen to continue using the Rolls-Royce name while BMW supplied engines through 2002. From 1 January 2003, Volkswagen's former Rolls-Royce operation became focused exclusively on Bentley, while BMW established Rolls-Royce Motor Cars at Goodwood in southern England. The final Rolls-Royce produced at Crewe was the Corniche, which ended production in 2002. Rolls-Royce Motors therefore ceased to exist as an independent operating identity, while Bentley Motors became the direct corporate successor to the Crewe-based business. BMW's new Rolls-Royce Motor Cars subsequently developed a separate production operation and introduced a new Phantom in 2003.

Rolls-Royce Motors was formed in 1973 when the British government separated the car-making business of Rolls-Royce from the nationalised company's aerospace operations. The separation followed the financial crisis surrounding Rolls-Royce Limited, whose development of the RB211 aircraft engine had contributed to its collapse and nationalisation in 1971. The new company retained the Rolls-Royce and Bentley automobile businesses and the Crewe manufacturing complex. Its products occupied the highest end of the luxury-car market. The company combined low-volume manufacturing with extensive hand finishing, formal styling and highly personalised customer service. The Silver Shadow, introduced before the corporate separation and continued into the early years of Rolls-Royce Motors, used a monocoque structure and a V8 engine that grew from 6.23 litres to 6.75 litres. Its Bentley counterpart was the T-series. Other important products included the long-wheelbase Phantom VI, the Corniche family of coupés and convertibles, the Pininfarina-styled Camargue, and the Silver Spirit and Silver Spur saloons introduced during the Vickers era. Vickers acquired Rolls-Royce Motors in 1980. Under Vickers, the company maintained the traditional Rolls-Royce identity while updating its core products and continuing to manufacture Bentley vehicles in parallel. The Silver Spirit and Silver Spur shared much of their basic design with the Bentley Mulsanne. The company also developed the Silver Seraph, launched in 1998, and the Corniche V, launched in 2000. The Silver Seraph shared its underlying design with the Bentley Arnage, while the Corniche V was related to the Bentley Azure. Vickers decided to sell the company in 1998. BMW, already an engine and component supplier, submitted a substantial offer, but Volkswagen Group acquired Rolls-Royce Motors for a higher amount. Volkswagen gained the Crewe factory and rights associated with the Spirit of Ecstasy mascot and the characteristic radiator grille. The Rolls-Royce name and double-R emblem were legally controlled by Rolls-Royce plc, the aerospace company, which separately licensed those rights to BMW. This left Volkswagen with the physical manufacturing operation and Bentley business but without permanent control of the name needed for Rolls-Royce automobiles. A temporary arrangement allowed Volkswagen to use the Rolls-Royce name while BMW continued supplying engines. The parties ultimately agreed that BMW would operate the Rolls-Royce automobile business from 2003, while Volkswagen would retain the Crewe facility and concentrate on Bentley. The Corniche was the last Rolls-Royce model built at Crewe and ended production in 2002. From 1 January 2003, Rolls-Royce-branded vehicles were produced by BMW's new Rolls-Royce Motor Cars entity at Goodwood. The former Rolls-Royce Motors business consequently disappeared as a corporate identity, with Bentley Motors representing the direct successor to the Crewe-based operation.

• 2003

  BMW's Rolls-Royce operation begins

  [1]Rolls-Royce Motorsen.wikipedia.org

  BMW becomes the authorised producer of Rolls-Royce automobiles through Rolls-Royce Motor Cars at Goodwood.

• 2002

  Corniche production ends at Crewe

  [1]Rolls-Royce Motorsen.wikipedia.org

  The final Rolls-Royce automobile built at Crewe leaves production as the facility transitions to Bentley.

• 1998

  Volkswagen acquires Rolls-Royce Motors

  [1]Rolls-Royce Motorsen.wikipedia.org

  Volkswagen buys the operating company and the Crewe site, while BMW secures the future automobile licence for the Rolls-Royce name and logo.

• 1987

  Brand recognition survey

  [1]Rolls-Royce Motorsen.wikipedia.org

  A marketing survey places Rolls-Royce among the world's most recognised brands.

• 1980

  Vickers becomes owner

  [1]Rolls-Royce Motorsen.wikipedia.org

  Vickers acquires Rolls-Royce Motors and oversees the business through its final two decades.

• 1973

  Rolls-Royce Motors is established

  [1]Rolls-Royce Motorsen.wikipedia.org

  The automotive business is separated from the nationalised aerospace company and begins operating as Rolls-Royce Motors.

• 1971

  Rolls-Royce is nationalised

  [1]Rolls-Royce Motorsen.wikipedia.org

  The original Rolls-Royce company enters government ownership after financial problems linked in part to the RB211 aircraft-engine programme.

Ultra-luxury British automobile manufacturer emphasizing prestige, hand craftsmanship, formal design, exclusivity and chauffeur-oriented comfort.

• Luxury saloon · 1965

  Silver Shadow

  The Silver Shadow was the principal large Rolls-Royce saloon associated with the period immediately before and after the creation of Rolls-Royce Motors. It was the marque's first model to use a monocoque chassis and was powered by a V8 engine whose displacement increased from 6.23 litres to 6.75 litres. The model shared its basic design with the Bentley T-series and established the modern product architecture that influenced later Crewe-built saloons.

• Luxury limousine · 1968

  Phantom VI

  The Phantom VI was a large, traditionally constructed limousine aimed at customers seeking exceptional rear-compartment space, formal presence and chauffeur-oriented transport. It continued Rolls-Royce's long-running flagship limousine tradition during the early decades of Rolls-Royce Motors and represented the company's most conservative and ceremonial offering.

• Luxury coupé and convertible · 1971

  Corniche

  The Corniche family provided Rolls-Royce with an open-top and two-door luxury presence alongside its saloons and limousines. Produced through several generations, it combined a premium hand-finished cabin with a more personal grand-touring format. The line continued through the company's ownership changes and culminated in the Corniche V, the last Rolls-Royce produced at Crewe.

• Luxury coupé · 1975

  Camargue

  The Camargue was a distinctive two-door Rolls-Royce designed by Paolo Martin and given a Pininfarina body. It occupied a highly exclusive position within the range and offered a more overtly individual alternative to the company's formal saloons. Its styling and limited-volume positioning made it one of the most unusual products produced by the Crewe operation.

• Luxury saloon · 1980

  Silver Spirit and Silver Spur

  The Silver Spirit and long-wheelbase Silver Spur formed the core Rolls-Royce saloon range during the Vickers era. They introduced a more contemporary body design while preserving the marque's formal proportions, quiet ride and high level of interior finishing. Their underlying design was shared with the Bentley Mulsanne, illustrating the close technical relationship between the two brands at Crewe.

• Luxury saloon · 1998

  Silver Seraph

  The Silver Seraph was introduced at the end of Rolls-Royce Motors' independent history and shared its basic design with the Bentley Arnage. It updated the traditional Rolls-Royce saloon formula with a more modern platform and contemporary presentation while retaining the marque's emphasis on refinement and exclusivity.

• Luxury convertible · 2000

  Corniche V

  The Corniche V was the final Rolls-Royce model manufactured at the Crewe plant. It was a two-door convertible related to the Bentley Azure and occupied an exceptionally expensive position in the range. Production continued until 2002, after which Rolls-Royce automobile manufacturing moved to BMW's new Goodwood operation.

• 1987Global brand-recognition marketing study

  International

  A marketing survey assessed the worldwide recognition of the Rolls-Royce name and reported that only Coca-Cola had greater recognition in the comparison. The result illustrated the exceptional symbolic value of the marque, even though the company operated at low automotive volumes.

  Outcome. Reinforced the perception of Rolls-Royce as one of the world's best-known luxury brands.

  Source

• 2003

  Separate Rolls-Royce and Bentley productionStrategy

  Background

  Volkswagen controlled the Crewe operation but did not obtain permanent control of the Rolls-Royce automobile name, while BMW held the relevant name and logo licence.

  Action taken

  BMW began producing Rolls-Royce automobiles through Rolls-Royce Motor Cars at Goodwood, and Volkswagen's former Crewe operation focused exclusively on Bentley.

  Aftermath

  Rolls-Royce Motors ceased to operate as the Rolls-Royce automobile company, and Bentley Motors became the direct successor to the Crewe-based business.

  Source

• 1998

  Sale to Volkswagen GroupM&A

  Background

  Vickers decided to sell Rolls-Royce Motors. BMW was an existing supplier and a leading bidder, but Volkswagen Group submitted the higher offer.

  Action taken

  Volkswagen Group acquired the operating company and its Crewe-based assets.

  Aftermath

  The transaction separated the factory, mascot and grille design from the Rolls-Royce automobile name and logo, which were licensed to BMW by Rolls-Royce plc.

  Acquisition offer. BMW offer: £340 million → Volkswagen Group offer: £430 million (1998)

  • BMW — BMW pursued the automobile business and subsequently secured the licence for the Rolls-Royce name and double-R logo.

  Source

• 1980

  Vickers acquisitionM&A

  Background

  Rolls-Royce Motors required a long-term private-sector owner after the earlier nationalisation and corporate separation.

  Action taken

  Vickers acquired Rolls-Royce Motors.

  Aftermath

  Vickers managed the Rolls-Royce and Bentley automobile businesses until their sale in 1998.

  Source

• 1973

  Separate automotive production from aerospace operationsStrategy

  Background

  Following nationalisation and the financial crisis surrounding the former Rolls-Royce company, the British government sought to allow the aerospace business to concentrate on aircraft engines.

  Action taken

  The car business was transferred into a separate company called Rolls-Royce Motors.

  Aftermath

  The automotive operation continued as a dedicated luxury-car manufacturer, while the aerospace activities remained in the reorganised Rolls-Royce group.

  Source

1. 1Rolls-Royce Motorsen.wikipedia.org