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Peter Moss,Richard Roberts

Making a Marque: Rolls-Royce Motor Car Promotion 1904-1940

Making a Marque: Rolls-Royce Motor Car Promotion 1904-1940

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  • More about Making a Marque: Rolls-Royce Motor Car Promotion 1904-1940

The promotional history of Rolls-Royce motor cars from 1904 to the outbreak of World War II is documented in this book, highlighting the various strands of promotion used to attract the most demanding customers. It includes publicity for success in races and trials, advertising in important magazines and newspapers, and beautifully produced pamphlets and catalogues.

Format: Hardback
Length: 464 pages
Publication date: 28 January 2021
Publisher: Dalton Watson Fine Books


The rich and storied history of Rolls-Royce motor cars, from the company's humble beginnings in 1904 to the outbreak of World War II, has been meticulously researched and documented in these pages. When Charles Rolls encountered Henry Royce in May 1904 and experienced the Royce car's exceptional engineering, he recognized the potential of his future partner for greatness. However, mere talent alone was not sufficient to establish a successful business. Rolls-Royce needed to carve out a niche for itself in a highly competitive market. Claude Johnson, the firm's managing director, assumed the responsibility of shaping every aspect of the promotion of the cars and the company until his passing in 1926. His unwavering dedication set a lasting standard for Rolls-Royce publicity, leaving an indelible mark on the automotive industry.

The narrative unfolds as a captivating tale of the relentless pursuit of recognition on both sides of the Atlantic. It explores the diverse strategies employed in different markets, showcasing the remarkable variety and quality of Rolls-Royce's illustrated advertising. These advertisements, carefully crafted to captivate the most discerning customers, played a pivotal role in attracting the most demanding clientele.

The book meticulously weaves together various strands of promotion, ranging from publicizing triumphs in races and trials to prominent advertising in esteemed magazines and influential newspapers. It also delves into the production of beautifully designed pamphlets and catalogues, further exemplifying the unique Rolls-Royce style. Rolls-Royce sought to differentiate itself by prominently featuring independent press reports and unsolicited testimonials praising the exceptional quality of their cars. Additionally, the company provided detailed explanations of the engineering standards and expertise that underpinned this quality, fostering a deep appreciation for the craftsmanship and engineering prowess behind the brand.

Beyond the promotional front, the book offers a rare glimpse into the inner workings of the Advertising Committee during the 1930s. These behind-the-scenes minutes shed light on the decision-making processes that led to some of the finest examples of Rolls-Royce's promotional work. It provides enthusiasts with a captivating peek into the creative minds that shaped the company's public image, offering a captivating and entertaining journey through the history of Rolls-Royce.

In conclusion, this book is a treasure trove for automotive enthusiasts, offering a visual feast and hours of captivating reading. It serves as a testament to the enduring legacy of Rolls-Royce and its unwavering commitment to excellence. By delving into the company's promotional history, readers gain a deeper understanding of the brand's journey, its strategies, and the exceptional craftsmanship that has defined it for generations. Whether you are an ardent admirer of Rolls-Royce or simply a curious seeker of automotive history, this book is a must-read for anyone who appreciates the art of automotive promotion and the timeless allure of luxury automobiles.


Dimension: 304 x 219 (mm)
ISBN-13: 9781854433107

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