This was, and still is, the philosophy of Rolls-Royce. Ever since the conception of the brand Rolls-Royce in 1906, it has been the pinnacle of quality and luxury. For over a century the brand is not only recognized as the ultimate car brand, but the name Rolls-Royce has become a synonym for ‘the absolute best’. Nowadays we talk about: “this is the Rolls-Rolls of chainsaws, the Rolls Royce of boats, the Rolls Royce of [insert any product]”.
Over the last century they build an extremely strong brand. Known for their values and products. But in 100 years things change. The old ‘aristocratic’ target audience in Europe is declining and in China there is a group of Ultra High Net Worth Individuals (UHNWI) that is growing fast. So, Rolls-Royce is not your parents car anymore. It’s yours.
The way Rolls-Royce changed their focus on a new group of customers is amazing. The easiest way was create smaller, ‘cheaper’ cars to reach out to the younger demographic like BMW and Mercedes did two decades ago. But Rolls-Royce stayed true to themselves and reinvented itself, while staying the same.
They built, of course a SUV the Cullinan and a ‘drivers car’ the Wraith. But they didn’t lower the bar on price, exclusivity or quality. Instead they added more audacity, bravery, courage to the brand. And a little pinch of humor.
This bold move was only possible because Rolls-Royce relied and stayed true to their brand values. Because their identity didn’t change, they just applied their believes on different products, services and target groups.
Your products and services are a result of your brand, not the other way around. With the same identity, values and believes you can do anything and still being recognized for who you are.
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