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rands don’t come any more iconic than Rolls-Royce Motor Cars: the 111-year-old manufacturer occupies a unique place not just in the motor industry, but in Britain’s cultural


heritage. Few brands, after all, can boast the patronage of both the Queen (whose 1950 Phantom IV is still in use) and David Beckham. Acquired by BMW in 1998 and built in Goodwood, West Sussex since 2003, the company recently set its fifth consecutive sales record, with 4,063 vehicles sold. From a marketing perspective,


however, iconic, historic brands with devoted followers face unique challenges. Tradition needs to be weighed against contemporary relevance. Accessibility must go hand in


The Car’s The Star


Marc Mielau, General Manager, Marketing at Rolls-Royce Motor Cars, chats to Figaro Digital about social media’s role in making the ultimate aspirational brand more approachable


hand with an experience that reflects the brand’s leadership in luxury. These have been some of the points on the Rolls- Royce roadmap – a voyage that’s seen the brand attempting to reach a wider digital audience and reshape public perception by telling the stories behind the marque.


DRIVING ENGAGEMENT “The introduction of 102EX, the Experimental Electric Rolls-Royce Phantom in 2011, was a key milestone in our social journey. This experimental vehicle allowed us to generate a public debate about the idea of an electric super-luxury vehicle,” says General Manager Marketing, Marc Mielau. “That went very well and we decided at the end of that campaign that we’d make the


FEATURE JON FORTGANG 54 issue 24 may 2015


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