How are brand values conveyed
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A large assortment of some of the World’s finest cars came to my home town last week for the annual Concourse de Elegance in Pebble Beach.
On Tuesday afternoon about 200 cars were on display in Ocean Avenue, Carmel for the non-paying public to get up close and kick the tires (I don’t think so). With so many wonderful machines from the past century of motoring in better than showroom condition, I was given to ask, “What is the most prestigious and enduring brand for any motor car, for the past 100 years?”
There are only a handful of manufacturers still around around after 100 years that are still going, let alone one that is 97 years old and one of the World’s Superbrands. One brand in my opinion rises above them all – and that is Rolls Royce. I then asked myself the question, “what’s in the brand Rolls Royce…what does it mean to own one, who buys them and why?”
Rolls Royce Market Segmentation
The Rolls Royce Company from its inception has hand-made motor vehicles for an elite and fortunate few individuals wealthy enough to own one. The target market is very clear market….individuals with an appreciation for the finer things in life; old money or new money, and plenty of it; with entry-level pricing around $500,000, net worth of target buyers typically exceeds $35Million.
On Tuesday afternoon about 200 cars were on display in Ocean Avenue, Carmel for the non-paying public to get up close and kick the tires (I don’t think so). With so many wonderful machines from the past century of motoring in better than showroom condition, I was given to ask, “What is the most prestigious and enduring brand for any motor car, for the past 100 years?”
There are only a handful of manufacturers still around around after 100 years that are still going, let alone one that is 97 years old and one of the World’s Superbrands. One brand in my opinion rises above them all – and that is Rolls Royce. I then asked myself the question, “what’s in the brand Rolls Royce…what does it mean to own one, who buys them and why?”
Rolls Royce Market Segmentation
The Rolls Royce Company from its inception has hand-made motor vehicles for an elite and fortunate few individuals wealthy enough to own one. The target market is very clear market….individuals with an appreciation for the finer things in life; old money or new money, and plenty of it; with entry-level pricing around $500,000, net worth of target buyers typically exceeds $35Million.
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