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Rolls-Royce repositioning

Rolls-Royce repositioning

06.18.2008

Rolls-Royce, one of the most well recognized car brands in the world, renowned for its classy style and high price is shedding some of its prestige by releasing a new series of car, the RR4 priced at only $300,000.

While this price will still sound unfeasible to many consumers, the RR4 represents the brands effort to approach a lower price market segment, increase its sales and enlarge its customer loyalists. In a few words, RR is repositioning itself for a larger audience. The launch of the new car is foreseen for 2010.

Following the acquisition by BMW, a lot has been invested into upgrading the engineering features of RR, and it is now apparent that even though the brand image is still built around its luxury status, the brand strategy is undergoing some modifications.

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