Rolls-Royce Reborn: A Glimpse of a Remarkable Brand Journey

Take a moment to take in the Rolls-Royce brand as it stands today. It is a force to be reckoned with, selling a record number of luxury automobiles in 2014 and continuing forward with much momentum. It is rather difficult to fathom that just 17 years ago it was sold to BMW with no factories and no cars—only the name survived a serious drought in business.


BMW acquired the Rolls-Royce name in 1998 for £50 million euros. Not a bad investment when you look at the brand today. That sum only bought the famous name, no cars and no factories. 

Now BMW has infused the Rolls-Royce brand with the desperately needed funding to flourish, and that it has. Rolls-Royce sold 4,063 cars in 2014 for the first time in the brand’s 111-year history. For the past five consecutive years, sales have only increased. The brand held on as long as possible before selling the Crewe, Cheshire headquarters and the Bentley badge to Volkswagen Group. The last to go was the official Rolls-Royce name, which after a bit of back and forth, ended up with BMW.

Not only are sales up, but also the Rolls-Royce factory is working at capacity just to meet demand—which creates jobs. BMW has proven that a traditional brand with a powerful name can indeed be resurrected into something able to continuously evolve and remain on top. Let us take a look at the current brand lineup for a better feel:

Rolls-RoyceThe 2015 Rolls-Royce lineup proves that the brand is fluid and forward-focused:

  • Rolls-Royce Phantom: Coupe, drophead coupe and extended wheelbase
  • Rolls-Royce Ghost: Ghost series II and extended wheelbase
  • Rolls-Royce Wraith: The frontrunner and unprecedented example of evolution for the marquee
  • There are several variants and customizations for the lineup available

The story of Rolls-Royce proves that a name can be salvaged and rise from the ashes—also that BMW has many talents in the luxury automotive arena.

Post by Imagine Lifestyles Luxury Rentals