So what is the Rolls-Royce of cars?
Depends where you are. And indeed who you are.
The Seat Ibiza, for example, has been voted “Most Wanted Vehicle of 2009″.
This particular poll was conducted in Macedonia, among viewers of the Auto Magazine television program, and one suspects there were no UN observers involved.
But there are enough such polls around the world to ensure that every child wins a prize.
Hyundai has garnered enough awards in India to fill several long press releases.
However, waving a few trophies of dubious origin doesn’t make you the Rolls-Royce of anything.
It’s to do with having your brand automatically used as a byword for quality and on that front, nobody out-Rolls-Royces Rolls-Royce.
A quick net search of current world media found lazy journalists using such terms as “the Rolls-Royce of choirs”, “of drainage systems”, “of anti-malaria pills”, “of tools for artificial nails” and “of wig purifiers” (the Rolls-Royce of wig purifiers is the Ozone Clean, if you must know).
There was even a mention of “the Rolls-Royce of political machines” in The Daily Telegraph, though that referred to the UK Independence Party and was prefaced with a “not”.
The risk of a letter from R-R lawyers means companies are circumspect about applying such cross-branded praise to themselves, though they often come close. Lambda, for example, refers to itself as having been “hailed as the Rolls-Royce of olive oils”.
In other words, they aren’t saying it, they are merely reporting that someone else did.
There are companies that have simply adapted the name, such as the Royce Rolls Ringer Company, a US concern that makes stainless-steel restroom and mopping equipment that is, I’m sure, the Royce Rolls of stainless-steel restroom and mopping equipment.
But is the popular perception of the Roller’s perfection backed by any hard evidence? In March, the influential Kelley Blue Book survey of US consumers declared BMW the “coolest car brand” but Mercedes-Benz the “best prestige brand”. The Luxury Institute looked at perceptions of “high net-worth” Europeans and declared the running order was Porsche, Mercedes-Benz, then Jaguar.
JDPower’s US Quality Study is a confusing screen-full of gold dots. But it gives the maximum of five to only one company: Porsche.
Four dots have been given to Lexus, Mercedes-Benz, Toyota, Infiniti and Mercury. Sorry, I’ll write that last one again: Mercury! Strangely, JDPower doesn’t even rank Rolls-Royce. But when have you ever heard about the Infiniti of choirs or the Mercury of drainage systems? And when someone uses a Porsche analogy, it’s usually to suggest something is outrageously over-priced and favoured by wankers.
Mercedes-Benz often crops up as a metaphor for quality, of course, but never its sister brand, the supposed Rolls-Royce competitor known as the Maybach. Nobody wants the Maybach of anything, not even cars.
Cadillac comparisons are hugely popular in the US but even that is starting to change.
In the rather wonderful US series The Wire, a young, slight and creepy hit-woman named Snoop visits a hardware store. Snoop needs a nail gun for nefarious purposes, which happen to be her favourite purposes. Shopping with a substantial drug-related income, she’s not price-sensitive. The salesman sees an opportunity and sells her what he calls “the Cadillac of nail guns”.
But, when Snoop later repeats the virtues of the unit to her partner in crime, she says: “He mean Lexus but he ain’t know it.”
It’s an explanation that probably sums up General Motors’ problem as succinctly as any yet voiced. For generations, successful US career criminals would have been proud to own “the Cadillac of nail guns”. And they would rarely been seen driving anything but a Cadillac car.
Not just them. There were people around the world and all walks of life who aspired to a Caddie because they believed it was the apex, the top of the tree. In short, they considered it the Rolls-Royce of cars.
What do you consider to be the Rolls-Royce of cars and why?
Tony Davis
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