It doesn't get much more stately, opulent and luxurious than a
Rolls-Royce. For decades, the marque has set a standard that other
luxury carmakers have aspired to reach. A recent resurgence has allowed
the company to retain its position as one of the kings of the
automotive mountain.
A partnership between Charles Stewart Rolls and Frederick Henry Royce,
British-based Rolls-Royce Ltd. was officially formed in 1906. The
company's six-cylinder Silver Ghost was unveiled that same year. Right
from the start, the company's dedication to excellence was clear; the
Silver Ghost exhibited amazing attention to detail and remarkable
quality, and promptly earned kudos for being "the best car in the
world."
During the '20s, the automaker acquired a second factory in
Springfield, Massachusetts to help keep up with rising demand; the
factory remained open for 10 years. The '20s also saw the launch of the
Phantom I, a car that was powered by an all-new, pushrod-operated
overhead valve engine with detachable cylinder heads — cutting-edge
technology for its time. Rolls-Royce added another, very similar brand
to its family with the acquisition of Bentley in 1931. For decades
following the takeover, Rolls and Bentley vehicles were almost
identical mechanically.
The 1940s saw the opening of Rolls-Royce's celebrated Crewe factory.
The first Rolls to be produced postwar was the Silver Wraith. This
vehicle was significant in that it was the last Rolls-Royce product to
have its body crafted by an independent coachbuilder. After this point,
the company's vehicles were built completely in-house.
Rolls-Royce unveiled its Phantom IV in 1950. Powered by a muscular
eight-cylinder engine, the majestic cruiser held the distinction of
being the most exclusive Rolls ever. Only 18 were made, all of which
were delivered to royalty and heads of state. The '50s also saw the
debut of the king-sized Silver Cloud I and Silver Cloud II. The 1960s
saw the introduction of the Silver Cloud III, Silver Shadow and Phantom
VI.
The automaker hit a rough patch in the early 1970s. Problems with an
engine contract led to severe financial difficulties, which in turn
caused the manufacturer to file for bankruptcy. The company was
eventually nationalized by the British government.
In 1980, Rolls was purchased by Vickers PLC. The Rolls-Royce Silver
Spirit was launched in 1981; the car was the first of a new generation
of Rolls vehicles. Mechanically, the Silver Spirit was designed to meet
strict new international safety and emissions regulations.
Aesthetically, the car was styled to appeal to a younger generation of
buyers, with a clean new look that was very much in step with the times.
Rolls changed hands yet again in the '90s. Vickers put the marque up
for sale, and BMW seemed like a frontrunner to take the reins; however,
in a surprise move, Volkswagen outbid BMW. The two German automakers
arranged for VW to relinquish control of the Rolls-Royce name on
January 1, 2003, with VW keeping Bentley and the Crewe plant. As a
result, BMW has built a $100 million facility in Goodwood, England, to
accommodate the distinguished British manufacturer.
With BMW at the helm, Rolls-Royce has returned to what many would
consider its rightful place at the front of the ultraluxury pack.
Competition is increasingly fierce at this rarefied price point, but we
wouldn't doubt the company's ability to keep rolling for the
foreseeable future.
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