The Spirit of Ecstasy: Inside the decision to rebrand Rolls-Royce

The Spirit of Ecstasy: Inside the decision to rebrand Rolls-Royce

We ask a manager at Rolls-Royce Motor Cars for an insight into the update, overhaul and redesign of one of the luxury industry’s leading brands

Words: Jonathan Wells

It rolls off the tongue, doesn’t it? Rolls-Royce. Even the simple, syrupy syllables themselves sound luxurious; sumptuous. And there’s a reason for that. A mainstay of the annual Luxury Industry Brand Index — and currently the influential list’s highest-ranking automotive company — Rolls-Royce Motor Cars is synonymous with opulence, affluence and the smoothest rides in town.

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