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Making A Marque
Rolls-Royce Motor Car Promotion 1904-1940

Making A Marque: Rolls-Royce Motor Car Promotion 1904-1940 by Peter Moss and Richard Roberts
 
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Making A Marque
Rolls-Royce Motor Car Promotion 1904-1940
by
Peter Moss and
Richard Roberts

COMING SOON!

Dalton Watson Fine Books is pleased to announce a major work on the promotional history of Rolls-Royce motor cars from the company’s beginnings in 1904 to the outbreak of World War II.

When Charles Rolls met Henry Royce in May 1904 and drove the Royce car, he recognised his future partner for the engineering genius he was – but that was not enough. Rolls-Royce needed to establish their reputation in a crowded field. It was Claude Johnson, the firm’s managing director, who crafted every aspect of the promotion of the cars and the company until his death in 1926 and set a lasting standard for Rolls-Royce publicity.

A very different approach was demanded in the 1920s when Rolls-Royce ventured into manufacture in America and had to convince potential customers that a Rolls-Royce made in Springfield, Massachusetts was the equal of a Derby-built car.

This book tells the story of the constant battle for recognition on both sides of the Atlantic. It pulls together the many strands of promotion that Rolls-Royce used, from publicity for wins in races and trials, through advertising in important magazines and influential newspapers, to beautifully produced pamphlets and catalogues. It brings to light the unique Rolls-Royce style: independent press reports and unsolicited testimonials on the quality of the cars, and detailed explanations of the engineering standards and expertise that created that quality.

It also highlights the outstanding variety and quality of Rolls-Royce’s illustrated advertising, some of it in full colour, and how the company used it to attract the most demanding customers – and it goes behind the scenes: rare minutes from the Advertising Committee during the 1930s reveal the decisions that led to some of the finest examples of the company’s promotional work.

  • Hard cover in dust jacket
  • 219mm x 304mm
  • 464 pages, 932 images
  • 15 MyRewards points
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Author Biography
Peter Moss is a chemical engineer and industrial consultant with a passion for motoring history that dates back to his very earliest years – his family owning old cars as diverse as a 5CV Citroën and a 4½-litre Bentley. He is a committee member of the Society of Automotive Historians in Britain and is its publicity officer and webmaster. He has written articles for specialist motoring publications and has given talks at both of the European Motoring History Conferences – in Mulhouse in 2017 and Den Haag in 2019.
Richard Roberts is a mechanical engineer and former information technology project manager who first became interested in advertising of all kinds in the early 2000s. His interest turned to a passion that has led to his founding of the Richard Roberts Archive – an important collection of magazines and their advertisements from the early years of the nineteenth century to the present day. Many of the advertisements in this book come from Richard’s own collection. He is a committee member of the Society of Automotive Historians in Britain and is its archive consultant. He has owned several Rolls-Royce Silver Shadows and a rare 1956 James Young Silver Cloud saloon.

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