The inside view

I’m very fortunate in having frequent opportunities to drive and, occasionally, to be driven in a Rolls-Royce. Not my own, you understand; but one of the magnificent cars we maintain to convey our corporate visitors, esteemed customers, international media guests and other VIPs to and from the Home of Rolls-Royce at Goodwood. And I can tell you it is a treat one never tires of. After nearly 10 years and probably hundreds of journeys, I still love the sensation of stepping into the interior, sinking into the hand-stitched leather upholstery, then feeling the quiet and calm envelop me as the coach door silently closes, shutting out the world and all its myriad distractions.

But for me, this is much more than just a 'perk' of the job. I actually see it as a vitally important part of my role as CEO.

One of the unique appeals of Rolls-Royce for our customers is that they know they can talk directly to me. If they have feedback on their cars, the service they receive, or other aspects of our brand and business, I’m often the person they communicate with – either directly or via Whispers, our highly successful client social media platform. It’s essential that I use and experience our cars just as our clients do. 

That way, when they present me with a query, a comment or a suggestion, I know exactly what they’re referring to and can either provide answers myself, or put them in touch with the right person within our team. To my mind, this shared experience adds enormous value and authenticity to our brand’s relationships with our clients, which are the very essence of our offer. Our clients know me; and I know many of them, personally.           

That sense of identification and common cause also helps keep us grounded in reality and ensures everything we do really does produce a tangible client benefit. Sir Henry Royce built his first motor car because he was convinced that he could improve on the foreign model he’d bought – and of course he was right. He was inspired to innovate, challenge existing norms and advance the boundaries of what was possible at the time, through his own personal, lived experience.

This speaks to me as the leader, more than a century later, of the business he co?founded. To take Rolls-Royce confidently in new directions – such as electrification and coachbuilding – I need to know and understand our current products and our clients on a personal level. For me, that means driving or travelling in a Rolls-Royce, with eyes, ears and mind wide open; putting myself, quite literally, in the client’s place. I believe this applies whatever sector we work in. Because if we are not seen to know, love and use the things we produce, how can we honestly expect anyone else to?