The American Made Rolls Royce Auto – It’s not a success story

roll royce american

At one point, the venerable Rolls-Royce prestige cars were manufactured and manufactured in the United States of America. However, this first example of marketing and production abroad and abroad was doomed to failure.

Just six months after the signing of the historic contract between Charles Rolls and Henry Royce, the Rolls-Royce export campaign was underway. At the beginning of September of 1906, Charles Royce went to the United States, taking four automobiles as samples of the company’s products. One of these cars was sold almost as soon as it was unloaded; We went directly to Texas. The two remaining vehicles served as sales and marketing vehicles, an example of craftsmanship and attention to detail for which the company has become famous and known. One of the cars remained on the road as a demonstration model, while the other was exhibited at the New York Auto Show. This first participation in the motor show was also a great success for Rolls Royce: four additional orders were made for new cars. Similarly, a US distributor jumped on the scene.

Businesses have progressed to Rolls-Royce in America to the point that in the 12 months prior to the start of World War I, 100 vehicles were sold. At that time, the owners and management of the company had come to the conclusion of the great sales potential of Rolls-Royce cars in the United States.

Judging from the trends, information and experience of sales in the market, they came to the conclusion that the US market for their fine products was bigger and richer than anything they could hope to achieve in their domestic market and their current manufacturing sector – England. Import restrictions and tariffs would be the limiting factor for Rolls-Royce in terms of additional costs for the final price of the car to American consumers, who should absorb the import tariffs on their vehicles and the profitability of Rolls-Royce. Royce in America.

The die has been released. As quickly as possible, the manufacturing facilities of the USA. UU They have been launched. It had to be a complete Rolls-Royce manufacturing plant in the United States. A factory in itself was purchased in Springfield, Massachusetts. Manufacturing quickly began under the direct supervision of none other than Henry Royce himself. The production was carried out mainly by local workers, aided and supervised by a fleet of 50 traders from the British Derby factory. These British workers physically migrated to the United States permanently with their families.

Production at this Springfield plant began in 1921, with Rolls-Royce firmly stating that the product of this automobile plant would be the equivalent of everything that was built at the Derby plant in England. The plan was that the parts would be shipped and assembled in the United States with custom bodies by existing prestigious US companies. Interestingly, over time, the amount of locally manufactured items in the United States, unlike Great Britain, began to increase, not decrease. However, the consistency of the product, in terms of product range and actual product, has begun to deviate from the strict British product. Only the first 25 chassis were actually identical to the Derby England factory items. Over time, there were more and more deviations from the strict British product. Part of this may be due to the preferences and personal procedures of different American local builders. After each one was a premium company established with different products, styles and methods previously. Some were due to the demands of American customers, their ability to individualize and personalize their American car according to their preferences and individual styles.

What did American Roll-Royce do? On the one hand it costs. Considerable costs were incurred in the conversion of automobiles from the British right-hand to the American left-hand. Due to the higher costs incurred, the sale price of these Rolls-Royces manufactured in the United States was not as competitive as other automotive products available in the US market for premium automotive products. Second, Rolls-Royce’s main bodybuilder, Brewster Coachbuilding, was in financial trouble. Then came the stock market crash of 1929. The American Rolls-Royce could continue to save by a big marketing error. The British parent company presented a model of dynamite: the ghost, the car was not manufactured in the United States or made available, by importing 100 cars, until a year later. The car had a good reception in the prestigious automobile market of the United States. However, when it was decided to manufacture this successful product to meet the demand of EE. The Phantom model was replaced by an ultra sophisticated and sophisticated model: the Phantom II. With the reengineering costs incurred, the calculation was that each Rolls-Royce Phantom II unit produced and sold would cost the company $ 1 million above the 1929 threshold for prestige automobiles of only $ 20,000.

The fate of the Rolls-Royce manufactured products in the United States has been sealed. The firm honored the last 200 orders of its cars. In 1935, these orders were completed and delivered to their customers.

This was the end of the Rolls-Royce experience in the production of a premium automobile product manufactured in the United States.

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