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).
Secret memo discussing the importance of modern appearance for the Bentley B.III & B.50 models, referencing a US consumer survey.
Identifier | ExFiles\Box 111\1\ scan0132 | |
Date | 15th August 1938 | |
804 also 404 to V.{VIENNA} SECRET. To Hy.{Tom Haldenby - Plant Engineer} from Hm.{Capt. W. Hallam - Head Repairs} o.{Mr Oldham} Hs.{Lord Ernest Hives - Chair} Rm{William Robotham - Chief Engineer}2/R.15.8.38. APPEARANCE OF B.III & B.50. Now that the rationalised programme is beginning to simplify our commitments we suggest that it is time that we made a real effort to get a modern and satisfactory appearance for the Bentley range. To-day reliability and durability can be produced so cheaply that they are almost taken for granted by the average customer, the result being that appearance is becoming an increasingly important item in attracting purchasers. As an example, we suggest that two cars which are selling to quite a large extent on their appearance are the Jaguar and M.G. A consumers' research has just been completed in America in which a questionnaire was filled in by 540 representative men and women owners. A summary is given in 'Automotive Industries' of July 16th., page 86. The results are interesting even though we admit that we should take no notice of them if they did not represent our views, particularly having regard to the fact that the American public differs from the British public. Nevertheless, it is a curious fact that in almost every important development within the last 15 years the English motor industry, as a whole, has followed America. We give below a summary of the points which interested the owners interrogated in the questionnaire:- Body ................. 35.0% Appearance ............ 22.5 Brakes ................ 15.1 Windshields & windows ... 10.2 Engine ................ 7.9 Lowness ............... 6.4 Transmission .......... 1.9 It is significant that on the Design side we have more than 50% of the staff working on engine and transmission, and no one devoting the whole of their time to bodies and appearance. | ||