ROLLS - ROYCE

Rolls-Royce Limited is a renowned British car-manufacturing and, later, aero-engine

manufacturing company founded by Charles Stewart Rolls and Sir Frederick Henry Royce on
15 March 1906 as the result of a partnership formed in 1904.

Rolls-Royce Limited, the original company founded in 1906, and split into Rolls-Royce PLC
and Rolls-Royce Motors in 1973.

Rolls-Royce Motor Cars Limited was created as a wholly owned subsidiary of BMW in 1998
after BMW licensed the rights to the Rolls-Royce brand name and logo from Rolls-Royce
PLC and acquired the rights to the Spirit of Ecstasy and Rolls-Royce grill shape trademarks
from Volkswagen AG. Rolls-Royce Motor Cars Limited has been manufacturing Rolls-Royce
branded cars since 2003.

Although the Rolls-Royce brand has been in use on vehicles since 1906, the Rolls-Royce
Motor Cars subsidiary of BMW AG has no direct relationship to Rolls-Royce branded
vehicles produced prior to 2003. The Bentley subsidiary of Volkswagen AG is the direct
successor to Rolls-Royce Motors and the other various predecessor entities that produced
Rolls-Royce and Bentley branded cars between the foundation of each company and 2003.

Current chief executive Torsten Mller-tvs joined the company in January 2010, with a
pledge to regain the quality standards that made Rolls Royce famous in the 1980s. That year,
the company's sales in China increased by 600%, meaning that it is now Rolls Royce's second
largest market after the US.

The Rolls-Royce Ghost features a modified version of the BMW N74 V12 engine, called the
N74B66.
All models include ZF 8-speed PRNDLTronic automatic transmission.
The engine allows the Ghost to accelerate from 0 to 60 mph (97 km/h) in 4.7 seconds, and
has an electronically limited top speed of 155 mph (250 km/h)
The Rolls-Royce Ghost is built on its own dedicated production line at the Goodwood plant,
sharing paint, wood and leather workshops with the Phantom series.

SWOT Analysis:
Strength:
1. Technological support from the parent company
2. Strong brand image globally existing since inception
3. Strong aspirational value in minds of people
4. Superior build quality not only for interiors but also the exterior, engine & chassis
5. It has elegant and supreme brands like Phantom, Phantom Drophead Coup (convertible),
Phantom Coup (coupe) and Ghost
6. The brand is owned by the elite of the world, and is one of the most significant status
symbols of the super rich.
7. Rolls-Royce has customers in over 150 countries and operates in more than 50 countries
worldwide
Weakness:
1. The design of its models is evolutionary in nature thus they look similar
2. Many potential customers move to other brands due to the profiling requirements
Opportunities:
1.Currently there is a rising trend for environmental friendly cars, there lies an opportunity
for luxury brands as well
2. Also keeping the price premium they should try & relax the customer profiling procedure
Threats:
1. The protectionists trade policies of various countries
2. Unwillingness of people to buy a vehicle of such high price
Competitors:
1. Maybach
2. Limousine
3. Mercedes