From the Rolls-Royce experimental archive: a quarter of a million communications from Rolls-Royce, 1906 to 1960's. Documents from the Sir Henry Royce Memorial Foundation (SHRMF).
Product strategy for introducing the Phoenix model and a replacement for the Wraith.
| Identifier | ExFiles\Box 111\2\ scan0259 | |
| Date | 12th November 1937 | |
| -4- Rm{William Robotham - Chief Engineer}4/R.12.11.37. Our apprehension is, not that the present project will not give us sufficient business, but that we may have to introduce the Phoenix with the close-coupled body first, and offer the saloon later in order to get a graduated increase in production. How can we best take advantage of the Rolls-Royce Name ? It seems to us that it would be best to keep the Phoenix bodies down to the sizes already projected. To follow on with the replacement Wraith which takes advantage of 80% Phoenix bits. When we are sure that the replacement Wraith is satisfactory (and with such a large body there are, axle, road spring and brake problems to be faced which do not occur on Phoenix) to reproduce the Phoenix range of cars in every case stepping up the body dimensions, fitting the 4¼-litre engine, and incorporating a Rolls-Royce radiator. By this time we ought to have learned how to make chassis in quantity at the right price, and thus to be able to take full advantage of the orders we may expect from the introduction of a less costly Rolls-Royce. We should also have the attractive production proposition of three Phoenix and four Rolls-Royce body ranges, the chassis for which differ only in their components with regard to frame length, engine bore, and frontal appearance. We admit that when this happens the price of the occasional seat 25/30 will have to be readjusted, but in the meantime some money should have been made on it. One might later leave the £900 class to the R.R. and step the Bentley down to a £700 car. Rm.{William Robotham - Chief Engineer} | ||