Enter the Volks-Royce!
6 August 1997
Andrew FranklEuropean Bureau Chief
There is a new word in the English language: "Volks-Royce"! A word that is sending shivers down the spine of the rich and famous. The reason-leaked information concerning the first all-new car by this world renowned company for something like 20 years.
Fact 1: the engine will be made by BMW.Fact 2: there will be a semi automated production line.
Unconfirmed fact 3: for the sake of political correctness the car will look less exclusive, more subtle.
Of course until we can actually see the car we cannot make a proper judgement but the Chief Executive of Rolls-Royce Cars, Mr Graham Morris, did say that heads of big corporations who used to drive the cars no longer dare to do so because of shareholders' backlash.
Current owners are outraged. Michael Winner, the film producer said that if Rolls for reasons of political correctness wants to move downmarket they might as well forget the whole thing, he and others buy it for its exclusivity. The company faces a tricky problem. Currently they are selling just over 1800 cars a year and they would like to increase this to well over 2000. Fine and understandable. I suppose what they are gambling on is the fact that for the rich and famous there is no alternative.
BMW and Mercedes do make fine cars but they make them by the hundreds of thousands. Hardly the sort of exclusivity sheiks have in mind so I suppose Rolls will be all right in the end by virtue of the famous Flying Lady on the bonnet.(hood!)
The car will probably be revealed in late 1999 at a cost of 150 thousand dollars for the base model. If there is such a thing with a Rolls..
