Firm wants to make itself 'cool' and appeal to a younger audience; looking for new PR agency

Rolls-Royce is looking to appoint an external PR agency to help rebrand the luxury car maker as ‘cool’.

The firm has reportedly never worked with external PR agencies before and is said to be in talks with several agencies to help market its new Ghost saloon to young, wealthy customers.

Lotus reveals radical new direction

A senior Rolls source told PR Week: “It's not something we've done in the UK before, but we'd be very interested in hearing any ideas from agencies.”

Rolls describes the Ghost as showcasing a “more contemporary, modern and cool” side to the brand.

The firm is looking for PR agencies that specialise in the automotive industry to help assist its current PR team.

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Comments
33

24 June 2010

That'll be the sports and high performance models on their way then....

24 June 2010

thats hardly a "re-brand" its just simple marketing!!! complete non-story!

DKW

24 June 2010

It'll be hard to choose what's going to give you the most street cred, a Ghost or a blinged-up Saxo.

I hope they make a clear distinction in their marketing between the Ghost and the Phantom, so I can still phantasise (spelling mistake deliberate) about owning a Phantom Coupe without looking like a nouveau chav.

ZM

24 June 2010

I can't beleave i've just read this!! What a pointless exercise! If there is one marque in the world that does not need 're-branding' it is surely Rolls Royce??

The board should sack the clown behind this decision at once! Rolls Royce cars are currently selling on merit to customers who know 'cool' when they see it (as a result of good confident designs) and the product does not have be marketed to them as such! The successfull wealthy younger target audience that the Ghost is clearly aimed at are not exactly halfwits who need to be patronised in this way now are they?

RR has become 'cool' simply by having the right product at the right time since the Phantom was introduced.

Whatever next; some marketing type to decide that what Ferrari needs right now is to be 're-branded' (what a dreadfull term by the way) as 'sporty'?!

Dumbing-down of the worst kind if you ask me.

24 June 2010

[quote TheWizardWeb]That'll be the sports and high performance models on their way then....[/quote]

Don't forget the 2 wheel drive SUV.

24 June 2010

I was about to suggest a rival for the Cygnet, but aren't they already planning a Rolls Mini?

24 June 2010

[quote Autocar]Rolls-Royce is looking to appoint an external PR agency to help rebrand the luxury carmaker as ‘cool’[/quote]

Oh good grief. What next, Lotus moving away from lightweight cars into luxury sport barges...oh dear, seems to be the plan..


The world is going to hell in a hand cart!

Thank God Bentley don't want a rebrand, or I would be stuffed!

To live is to drive

24 June 2010

Next up, Bristol are doing a hot hatch and Morgan are doing an MPV.

24 June 2010

[quote bentleyboy]

[quote Autocar]Rolls-Royce is looking to appoint an external PR agency to help rebrand the luxury carmaker as ‘cool’[/quote]

Oh good grief. What next, Lotus moving away from lightweight cars into luxury sport barges...oh dear, seems to be the plan..


The world is going to hell in a hand cart!

Thank God Bentley don't want a rebrand, or I would be stuffed!

[/quote]

so it's not true Bentley have hired Wayne Rooney and BP to do a full footballer clientele-green energy corporate makeover for them?

24 June 2010

I guess the marketing is aimed at young arab males with more money than sense (and taste) that are buying Murcielagos, Enzos, Veyrons etc... rather than a Rolls Royce.

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