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Rolls-RoyceBriefintroductionofRolls-RoyceRolls-Royceisamanufacturerofthetopluxurycar，whichwasfoundedin1906inEngland.ThecompanyfounderswereFrederickHenryRoyceandCharlesStewartRollsandtheircarisanexcellentrepresentativeoftheworld'stop-levelcars.Rolls-Roycecarisfamousforit’sluxuryconfigurationandpuremanualproduction.Theluxurymaterials,exquisitecraftandexpensivelaborcostsdeterminethehighpriceofthecar.Asitsyieldisverylow,itisasymbolofidentityandstatusthatowningaRolls-Roycecar.TheFoundersIn1877,CharlesStewartRollswasborninnoblefamily，andgraduatedfromtheuniversityofCambridge.Hewasnotonlypersonable,butalsomasteredofdriving.CharlesStewartRollswasbornintoamiller’sfamily,in1863.Heworkedasaapprenticeatanearlyage，butthrougheffortshebecameanelectricalengineerofthecompanyattheageof19.Hehadaveryhighmechanicaltalents,strivesforperfection,anddesignedandmanufacturedhisowncarbyhimselfin1904.CompanyestablishedIn1904,thetwomenwhobothhaveambitionwithcarmetinManchester.TheysuccessfullyestablishedacooperativerelationshipandinthesameyeartheyfoundedtheRolls-Roycemotorcompany.Twoyearslater,theirproductionRolls-RoyceSilverGhostwashailedasthebestcarintheworld.LogoTheRolls-Roycelogoconsistsofdoubles‘R’whichapparentlystandsforRollsandRoyce.ThoughtheRollsRoycelogowassimplydesigned,thenameissopowerfulthattheRollsRoycelogolooksattractiveanddistinctive.That’sbecause‘thehyphen’symbolizesthepartnershiporthelinkbetweenthetwofounders.“TheSpiritofEcstacy”or“TheFlyingLady”isalsoanimportantelementofRollsRoyce.ThecharacteristicsofthecarSincethedayestablished,Rolls-Roycehasbeenstickingtomanualproduction.Fromtheenginetothelogo,areallproducedbycraftsmenwithbothhandsandtools.Athingisvaluedifitisrare.TheRollsRoyceonlypursuesthequalityandlevelotherthanquantity,whichinevitablyleadstoitsexpensive.Therarealsohighlightstherightsofitsownersandtheglory,itsspiritualvaluefarbeyonditsusevalue.Becauseeachcarinmaterials,technology,management,andinspectionareofthefirst-class,ofcourseit’sdurable,safeandreliable.Soincredibleisthatfrom1906tonow,morethan60%oftheRolls-Roycestillgoodperformance.ClassicCars---SilverGhost
SilverGhost,whichwasproducedin1906,isthefirstfamouscarofRolls-Royce.“SilverGhost”wasnamedbythereasonthatthecarmakesverylownoisewheninmotion.Besidestheelegantappearance,SilverGhosthasthetechnologyaheadofitstime.Withhighengineoutputpowerof36KW,maximumspeed110km/handdurabilityofcontinuoustraveling22,500km,SilverGhostestablishedtheRolls-Royce’sleadingpositionontheworldofautomobile.PhantomTheeraofPhantomcomesafterSilverGhost.In1925,PhantomwasproducedinbothUnitedKingdomandUnitedStates.PhantomⅡandⅢwerelaunchedinthenextfewyears.ItwasintheeraofPhantomthatRolls-RoycebecomeattachedtotheBritishroyal.ElizabethIItooktheRolls-Royceinpublic.SilverCloudIn1955,SilverCloudbecamethebest-sellingautomobileonthemarket.Afteraseriesofimprovements,SilverCloudⅡandSilverCloudⅢcameoutinsuccession.TheRolls-Royceprocessingproductionwasstilladoptingtheoldpracticeswhilenewtechnologiesandnewdesigntrendwerespringupallovertheworld.Asaresult,Rolls-Roycebegantoshowitsoldstate.SilverShadowRolls-Royceinthe1970sproducedthemostimportanttype,SilverShadow,inthemodernhistoryofthecompany.SilverShadow,soldoutupto34,000in16years,wasthelargest-sellingRolls-Roycecarsbyfar.SimultaneouslyitwasthelastoneofRolls-Roycecarswhichremainedsomewhatclassicfeatures.AcquisitionbyBMW
In1998,Rolls-RoyceownersVickersdecidedtosellRolls-RoyceMotors.ThemostlikelybuyerwasBMW,butBMW'sfinalofferof$571
millionwasbeatenbyVolkswagen's$722million.ThesituationwastiltedinBMW'sfavour,astheycouldwithdrawtheirenginesupplywithjust12monthsnotice,whichwasinsufficienttimeforVWtore-engineertheRolls-RoycecarstouseVW'sownengines.BMWandVWfinallyarrivedatasolution.BMWboughtanoptiononthetrademarks,licensingthenameand"RR"logofor$68million.From1998to2002BMWwouldcontinuetosupplyenginesforthecarsandwouldallowuseofthenamesbyVW,butthiswouldstopon1January2003.InordertocommemoratethecontributionofBritishCrewedepot,companyproduced170limitededitionSilverAngelasasouvenir.NewPhantomIn2003，theNewPhantom,asthelatesttypeofRolls-RoyceafterbeingtookoverbyBMW,appearedinthesightoffans
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