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).
Summary of conclusions regarding branding, production, and market strategy for a new model.
| Identifier | ExFiles\Box 111\2\ scan0260 | |
| Date | 12th November 1937 | |
| -5- Summarising our conclusions:- (A) It does not appear to be advisable to call Phoenix a "Rolls-Royce" from the aspect of upsetting our existing market. (B) It would not seem to be necessary to cash in on the name "Rolls-Royce" to obtain sufficient volume to begin quantity production. Our reputation for workmanship will produce a sufficient initial demand when coupled with an attractive price. (C) It would be a bad thing to be over-loaded with orders before we are sure that we can produce quantities of bodies and chassis economically and of the desired quality. (D) There seems to be an excellent chance of cashing in twice on the £900-£1000 market with one basic chassis. Once with the Bentley and again with the R.R. radiator. | ||