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December 24, 2014
Has Rolls-Royce Been Revived? | Rolls-Royce
Rolls-Royce Wraith | Rolls-Royce Wraith
An Interview with Mr. Rolls-Royce
Has Rolls-Royce Been Revived?
Founded in 1906, Rolls-Royce proclaimed itself the maker of "the best car in the world." However, following its bankruptcy in 1971, the company's path became complicated. After being nationalized, sold to Vickers, and then acquired by Volkswagen, the cars bearing the Rolls-Royce name are now produced and sold by Rolls-Royce Motor Cars, owned by BMW. The "Phantom," introduced in 2003, was the first model from Rolls-Royce Motor Cars and a new kind of automobile. Yet, the market and the press welcomed it as a true Rolls-Royce. Today, it has reached a point where it can introduce a daring model like the "Wraith"Wraith." This article re-examines the reborn Rolls-Royce.
Text by OGAWA Fumio
Rolls-Royce is Not Just a Car for Being Driven
On April 18, 2013, the new Rolls-Royce coupe, the"Wraith" was announced.
Named Wraith, meaning mystical power in Scottish dialect, the new model is equipped with a V12 engine boasting a maximum output of 632 ps, making it the most powerful in Rolls-Royce history. At the press conference, the Wraith, with its distinctive fastback body and a man with a sharp, James Bond-like gaze at the wheel, made its debut.
To coincide with this announcement, Mr.Goodwood HeadquartersDan Balmer, who oversees marketing for the Asia-Pacific region, visited Japan from the company's Goodwood headquarters. He has been with the company since the introduction of the "Phantom" in 2003, which symbolized the reborn Rolls-Royce, and is someone who can articulate the essence of Rolls-Royce.
The interview took place in a room at the ANA InterContinental Tokyo in Tameike, Tokyo.
Dressed in a black suit, the tall gentleman, adorned with the Spirit of Ecstasy, Rolls-Royce's symbol, on his lapel pin and cufflinks, was the epitome of Mr. Rolls-Royce. He began by explaining the role the Wraith was designed to fulfill.
—What was the objective behind developing the Wraith?
Mr. Dan BalmerGhostWhen we introduced the "Ghost" in 2009, we began to consider changing the image of Rolls-Royce. While Rolls-Royce holds the pinnacle position in the super-luxury market, it is also perceived in many parts of the world, especially in Asian countries, as a car for being chauffeured.
But our heritage is not quite like that.—
Rolls-Royce Wraith | Rolls-Royce Wraith
An Interview with Mr. Rolls-Royce
Has Rolls-Royce Been Revived? (2)
A "Noir" Rolls-Royce
—While you have had personal models like the "Phantom Coupé" in your lineup, is the Wraith positioned differently?
Looking back at Rolls-Royce's history, we were actively involved in racing before World War II. However, it wasn't just about being sporty. A prime example is the quote from driver Don Carlos de Salamanca after winning the 1913 Spanish Grand Prix with a Silver Ghost:
"After a race, one is usually exhausted, but with a Rolls-Royce, it feels as if only five minutes have passed, allowing one to remain relaxed."
The body color Salamanca Blue is named after this de Salamanca.
The Silver Ghost at the 1913 Spanish GP. Also famous from the same year is the Alpine Eagle, which dominated the Alpine Trial, taking the top three positions.
At this year's Shanghai Motor Show, we exhibited a bespoke collection of the Ghost commemorating the 100th anniversary of the Alpine Eagle's victory in the Alpine Trial.
—In which markets is emphasizing racing heritage effective?
Towards new customers worldwide.
Before Japan, we held Wraith unveilings in various locations such as Miami, Los Angeles, and Dubai. Three-quarters of those who showed interest in the Wraith were new customers. They are owners of performance cars from other manufacturers, individuals who might not have previously considered Rolls-Royce.
—To attract new customers, was it necessary to create a new kind of Rolls-Royce?
We describe the Wraith as a "noir" Rolls-Royce.
"Noir" refers to something leaning more towards aggressiveness than elegance. Originally a French word for "black," it is also used to describe a strong character, like the Wraith, that emphasizes racing heritage or adopts a distinctive design. In essence, the Wraith is a model that brings out the dark side—— and this is not in a negative sense, mind you.—of Rolls-Royce.
Rolls-Royce Wraith | Rolls-Royce Wraith
An Interview with Mr. Rolls-Royce
Has Rolls-Royce Been Revived? (3)
The Spirit of Charles Rolls
—Rolls-Royce gives the strong impression of being an automobile manufacturer that is faithful to its principles of what a Rolls-Royce is and should be. Do you intend to change that?
We are conscious of the "framework" established in the early days. In other words, it's the self-definition of a Rolls-Royce car in terms of its looks, steering, and handling. What kind of car it should be.
You could call it a circle, and our policy is to develop cars within this circle. The Wraith, too, does not deviate from this circle. However, we are looking to expand this circle.
—That's an interesting way of thinking. So, the essence of Rolls-Royce has not changed?
Rather, the thinking behind the new generation of Rolls-Royce has been to emphasize it. As you know, Rolls-Royce was founded by two entrepreneurs, Rolls and Royce. However, they had different personalities. Henry Royce was a perfectionist. We are focusing on leveraging the spirit of the other founder, Charles Rolls, who was full of adventurous spirit. That is why we brought the Wraith into the world.
Charles Stewart Rolls
Henry Royce
—It's fascinating that you start with a definition in place.
"Let's build the best car in the world" is the promise we shared internally.
It's simple, but precisely because of that, it's difficult. However, we believed this was essential for the rebirth of Rolls-Royce.
To restart after navigating the downturns of the 80s and 90s, we had to adopt this approach.
To start from scratch, what we did at the time was read all the literature written about Rolls-Royce and create a list of what was right and what was wrong. Then, we discussed it based on our objectives.
Rolls-Royce Wraith | Rolls-Royce Wraith
An Interview with Mr. Rolls-Royce
Has Rolls-Royce Been Revived? (4)
1% Growth is Sufficient
—What does the Wraith offer its owner?
Power, style, and drama. The value the Wraith provides is not about following trends, but about offering something that can only be obtained from a Rolls-Royce.
—In Japan, the price is 31.95 million yen. Within the Rolls-Royce lineup, this is the second lowest price after the Ghost (29.40 million yen). For a product of the world's highest caliber, wouldn't it have been possible to command a significantly higher price than competitors? This is partly a joke, of course.
(Laughs)
—Overall sales seem to be strong. Do you have plans for increased production?
Indeed, 2011 was a record year, and 2012 surpassed it. This fiscal year is also expected to be strong.
However, we have chosen a path of slow and steady growth. If Rolls-Royces were to be encountered every five minutes in every city, the exclusivity would be lost. Our customers might drift away.
The Wraith, which debuted at the Geneva Motor Show, was quickly unveiled in Japan as well. A drivable model is also scheduled for an early arrival in Japan.
The "Year of the Dragon" collection Phantom for China, created to commemorate the Year of the Dragon in 2012.
—Still, you need to generate profits to fund the development of new cars, don't you?
That is correct. However, we do not believe that double-digit growth is necessary to generate development funds. A growth of 1 percent, or thereabouts, is sufficient. Such a target is suitable for a brand like Rolls-Royce, which prides itself on exclusivity.
—Sales in China are also strong. If the market size is limited, which markets might be disadvantaged?
North America remains the largest, but China is certainly growing. In Asia-Pacific, we are increasing showrooms in Australia, and India and Indonesia are also performing well. Of course, Japan continues to be the second-largest market in Asia.
However, if we were to significantly revise our production plans due to rapid growth in one market, it could lead to a disastrous situation if that market were to shrink for any reason. We believe in a cautious approach to expansion.
Dan Balmer
General Manager for Asia-Pacific at Rolls-Royce Motor Cars. Based in Singapore. Involved in product management since the development stages of the Phantom and Ghost. He reflects the needs of various markets in development and manufacturing, and is engaged in numerous marketing activities, including events and dealer communications. He oversees markets such as Japan, Australia, New Zealand, Indonesia, South Korea, and Singapore.