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).
Proposed change to the 'Phoenix' project's name and dimensions and its policy implications for the Bentley and Rolls-Royce brands.
| Identifier | ExFiles\Box 111\2\ scan0256 | |
| Date | 12th November 1937 | |
| 104Y 1260 800 Rm{William Robotham - Chief Engineer}4/R.12.11.37. PROPOSED CHANGE OF PHOENIX NAME AND DIMENSIONS. There would appear to be two aspects of this proposal:- (1) Its desirability from a general policy point of view. (2) The effect which it will have on the scheming which has already been done on Bentley 50. With regard to the first consideration, we believe that from a goodwill aspect the Company has two main assets:- (a) The Rolls-Royce reputation for quality products. (b) The Rolls-Royce name. So far, neither of these have been used to obtain volume of turnover. We have always considered that the acquisition of the Bentley Company was particularly valuable because it gave us the opportunity of selling a Rolls-Royce product to the public on our reputation for quality without necessarily mortgaging the trade name of the firm. The present proposal means that we are going to cash in on A.{Mr Adams} & B. simultaneously. We suggest that this policy is undesirable unless:- (a) We are satisfied that the whole of our present policy is hopeless, therefore upsetting the present market is totally immaterial. (b) We are in a position to take full advantage of the liquidation of this our greatest asset. (c) We are convinced that we cannot attain the volume of business required in any other way. Taking these in order:- (a) Are we satisfied that the whole of our present policy is hopeless and the market of no value ? The fact that we cannot at present make a profit on the 25/30 and Bentley does not, we believe, mean that we | ||