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).
The superiority of a new car design and the strategic opportunity it presents in the automotive market.
| Identifier | ExFiles\Box 24\1\ Scan056 | |
| Date | 14th December 1931 guessed | |
| 22. reasons have been advanced to show that it is superior to the orthodox car in its fundamental characteristics in practically every particular. The cars so far built have not, of course, the same refinement in detail as 25 years development have given to the orthodox car and the next step is to incorporate this degree of refinement and produce in quantity for the Public. Any established industry resists a radical change entailing both a new technique and capital expenditure, but in this case, I doubt if a policy of passive resistance can be adopted, and the motor industry is faced with a revolution in design. I suggest, however, that a great opportunity is presented to the industry in its ability to so increase comfort and performance combined with a new appearance in the automobile, and thus render the 25,000,000 cars now in existence both obsolete and unfashionable. A new era of production would then ensue and perhaps a great opportunity would thereby be afforded to the intermediate and small producer, enabling them to obtain a market before the giant mass producers can carry out the prolonged and costly process of radically changing their models. | ||