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Full Description
The promotional history of Rolls-Royce motor cars from the company's beginnings in 1904 to the outbreak of World War II has been exhaustively researched and documented in these pages.
When Charles Rolls met Henry Royce in May 1904 and drove the Royce car, he recognised his future partner for the engineering genius he was - but that was not enough to develop a successful business. Rolls-Royce needed to establish their reputation in a crowded field. Claude Johnson, the firm's managing director, was the man responsible for crafting every aspect of the promotion of the cars and the company until his death in 1926 and he set a lasting standard for Rolls-Royce publicity.
The story of the constant battle for recognition on both sides of the Atlantic and the different approaches used in each market is related, highlighting the outstanding variety and quality of Rolls-Royce's illustrated advertising, and how the company used it to attract the most demanding customers. The many strands of promotion that Rolls-Royce used are pulled together, from publicity for success in races and trials, through advertising in important magazines and influential newspapers, to beautifully produced pamphlets and catalogues. It shows the unique Rolls-Royce style: publicising independent press reports and unsolicited testimonials on the quality of the cars, and detailed explanations of the engineering standards and the expertise that created that quality. It also goes behind the scenes, reporting on rare minutes from the Advertising Committee during the 1930s that reveal the decisions that led to some of the finest examples of the company's promotional work. This book promises enthusiasts a feast for the eyes and hours of entertaining reading.
Contents
Acknowledgements
Introduction
Chapter One - Prologue: 1902-1904
Chapter Two - Early days: 1905-1906
Chapter Three - The 40-50 h.p. from 1906 to World War I
Chapter Four - World War I and After - the 40-50 h.p. Remains Alone
Chapter Five - 20 h.p.: 1922-1929
Chapter Six - The New Phantom: 1925-1929
Chapter Seven - The Phantom II: 1929-1935
Chapter Eight - Rolls-Royce in America: 1919-1934
Chapter Nine - 20-25 h.p.: 1929-1936
Chapter Ten - Phantom III: 1935-1939
Chapter Eleven - 25/30 h.p. and Wraith: 1936-1939
Chapter Twelve - The Clouds of War
Appendix One - Principal Publications in Which Rolls-Royce Advertised
Appendix Two - Letters from Rolls-Royce to the Readers of The Times newspaper
Appendix Three - Contract Spaces for 1931
Appendix Four - The Announcement of Rolls-Royce of America
Appendix Five - The Significance of Rolls-Royce in America
Index
