A history of Rolls Royce – Luxury cars in the history of world Part 2

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Silver Cloud

1946 – 1980: Rolls-Royce and Bentley dual-brand developed  and Phantom series in this period became the exclusive vehicle of the heads.

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Silver Cloud Ⅲ

In 1955, Rolls-Royce Silver Cloud and Bentley S-type appeared, their flag outside the hood were exactly the same, so that some of the Rolls-Royce and Bentley car buyers often bought them to Britain factory for personalized decoration or large-scale transformation. Rolls-Royce Silver Cloudand Bentley S leading a new era begins.

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Silver Shadow

In 1965, Silver Shadow and Bentley Model T were born, they replaced the Silver Cloud and Bentley S. Silver shadows was the first one using Unibody Rolls-Royce, also the largest-selling, which sold 34000 in 16 years.And it still remained the last one featuring classic labor Rolls-Royce.

1971-2002 Year: Volkswagen and BMW began to compete for the Rolls-Royce brand, and eventually BMW became the winner.

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Silver Spirit

In 1971, Rolls-Royce aircraft engine had encountered some problems and  Rolls-Royce Motor Cars listed on the London Stock with meager profits . In 1978, despite the fact that Silver Shadow sold well, Rolls-Royce Motor Company also had a premonition of pressure that the company does not have enough investment to develop new models. The new model Rolls-Royce Silver Spirit and Bentley Mulsanne still used a lot of old technology and parts of the previous model. That year, Defence Industries Group Corporation Vickers took over the production of Rolls-Royce Motor Cars, Rolls-Royce brand therefore had been overshadowed.

In 1998, Vickers decided to sell Rolls-Royce car business. Although the Volkswagen Group bid of 4.3 billion pounds, well above BMW’s 3.4 billion pound bid, but BMW won ultimately and it had provided the engine and other components  for the Rolls-Royce and Bentley cars.

This is far from the story. Rolls-Royce aero-engine manufacturing company PLC decided to sell Rolls-Royce trademarks and logos  to BMW rather than Volkswagen and had  many business dealings with BMW recently. Volkswagen bought the right to use “Flying Goddess” logo and the radiator grille (ghost mask), but had no way to create “Rolls Royce” brand cars. BMW spent forty million pounds to buy the Rolls-Royce car name and the “RR” trademark. Many commentators think that this was the whole essence of the most valuable property. Volkswagen’s argument was that they just want to Bentley.

BMW and Volkswagen finally reached an agreement that from 1998 to 2002, BMW would continue to offer automobile engine and allow  VW to use the Rolls-Royce brands until January 1, 2003. Since then, only BMW can produce the “Rolls Royce” brand cars. Volkswagen bought Rolls Royce & Bentley automotive but only produced  Bentley brand cars. Rolls-Royce Cornniche discontinued from 2002.

2003 – today: under the command of the BMW Group, Rolls-Royce rejuvenated and established position in the world’s top car.

From its founding in 1904, Rolls-Royce has experienced six relocation, during this it changed several owners.But nothing has wavered its position of  auto industry in the world.

 

reference:

 Jonathan Wood.(2001) Rolls-Royce & Bentley : spirit of excellence. Yeovil : Haynes

Martin Bennett.(1974 ) Rolls-Royce : the history of the car. Oxford : Oxford Illustrated Press

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