Luxury & the Motor Car

The Concept of Luxury

?‘Too much of a good thing can be wonderful.’ – Mae West.

The word ‘luxury’ comes from the Latin ‘luxuria,’ meaning excess or extravagance.

It originally carried a negative connotation of indulgence but has evolved to signify rarity, high quality, and exclusivity.

Psychological Impact: Luxury products are often seen as status symbols, appealing to consumers for their intrinsic value and the prestige associated with ownership.

True luxury brands, including Rolls-Royce, thrive on personalisation. They allow clients to tailor products to their exact specifications, whether colour, material or even bespoke elements like initials or family crests.

'I think everybody should get rich and famous and do everything they ever dreamed of so they can see that it’s not the answer.’ – Jim Carrey.

The Motor Car and Luxury

120th Anniversary of Rolls-Royce

'The Rolls-Royce is not just a car, it's an experience. A leather-scented, wood-polished, champagne-sipping experience.'

Henry Royce and Charles Rolls met for the first time on 4 May 1904 at the Midland Hotel in Manchester.

Thanks to a mutual friend, Henry Edmunds, Rolls agreed to sell all the cars Royce could make.

The foundations of an iconic brand were laid.

In 1904, Royce, a perfectionist engineer, and Rolls, a well-connected aristocrat, unite to build 'the best car in the world.'

Their shared vision: 'Perfection, and Nothing Less.'

1906: Rolls-Royce Limited was founded, and the Rolls-Royce Silver Ghost debuted.

In 1910, Charles Rolls tragically died in a plane crash, becoming the first Briton to perish in an aviation accident.

Royce continues, and Rolls-Royce pivots towards aircraft engines, a move that will shape their future success.

In 1919, Rolls-Royce's Eagle engine powered the first non-stop transatlantic flight, marking the company's mastery in automobiles and aviation.

During the1920s & 1930s, Rolls-Royce engines dominate in air, land, and sea records.

Sir Malcolm Campbell broke land speed records in the Blue Bird, powered by Rolls-Royce's R engine.

1925, the legendary Phantom series begins with the Phantom I, continuing the tradition of elegance and craftsmanship.

Over the decades, various iterations cement the Phantom as the pinnacle of luxury motoring.

Rolls-Royce bought Bentley in 1931, and the two marques lost any form of distinctiveness, differing only by their badge.

On July 3, 1998, Volkswagen acquired the Bentley brand, the Crewe factory, and the right to use the Rolls-Royce name until the end of 2002.

Volkswagen gained possession of the Spirit of Ecstasy mascot and the iconic radiator grille.

Despite the acquisition, Rolls-Royce's name and logo remain owned by Rolls-Royce (now operating as an aero-engine manufacturer).

Rolls-Royce licensed its name and logo to BMW (thanks to recent joint ventures), leaving Volkswagen without the complete set of components to produce true Rolls-Royce vehicles.

This created an awkward dilemma: Neither Volkswagen nor BMW could make the complete Rolls-Royce car independently, as each lacked essential elements.

With a contract allowing them to withdraw engine supply to Rolls-Royce vehicles within 12 months, BMW held a significant advantage. This strategic move leaves Volkswagen in a tight spot, potentially requiring it to develop its own engines within a short timeframe.

Resulting in a captivating tug-of-war over one of the most prestigious names in luxury motoring, setting the stage for a new chapter in the rivalry between these automotive giants.

After extensive negotiations, a deal was struck that enabled Volkswagen to make Rolls-Royce vehicles until 2003.

After that, VW would make only Bentley models, while BMW produced Rolls-Royce cars.

In 2003, the Phantom was reborn under BMW ownership, reinvigorating the brand with modern engineering while staying true to its heritage.

From 2010 to 2018, new models like the Ghost, Wraith, Dawn, and the Cullinan SUV showcased the brand's innovation. Each vehicle was hand-built to the client's specifications.

In 2017, Rolls-Royce introduced the world to Sweptail, a one-off commission with a rumoured price tag of over $10 million that became the ultimate expression of RRolls-Royce's bespoke craftsmanship.

2024: Rolls-Royce celebrates 120 years since that fateful meeting in Manchester.

Now more than ever, the marque remains a byword for luxury, perfection, and timeless elegance.

This milestone anniversary celebrates the cars and the legacy of craftsmanship, innovation, and unparalleled luxury that Rolls-Royce has embodied for 120 years.

Whether it's the whisper-quiet ride, the iconic Spirit of Ecstasy, or the seamless blend of tradition and technology, Rolls-Royce remains a symbol of success and prestige like no other.

A Rolls-Royce is not just a car—it's a masterpiece of British craftsmanship.

‘Rolls-Royce is not bought. It is acquired, like a taste for caviar or a weakness for diamonds'