German Car Zone

Rolls-Royce Motor Cars proudly present the new website.

You're welcome to explore all the multimedia about Rolls-Royce cars, Goodwood plant craftmanship etc, and learn much about the brand, the cars & the company itself.




Rolls-Royce Motor Cars

Nicely done. But ...

IMO too much BMW influence here ... too much emphasis on dynamics ... too much emphasis on "in action" driving shots ... the music is too dynamic.

IMO the emphasis on waftability is missing, emphasis on being driven, and emphasis on arrivals ("being delivered").

To sum up: to much emphasis on car as driving machine. RR is much beyond that.

I'm surprised RR marketing went BMW way here ...

Or ... they are trying to reposition RR to be typical car by BMW Group: sheer driving pleasure. Just like BMW, and just like MINI. Yet with completely own character (and driving feeling).

Or ... they found out a specific (younger & more dynamic) RR customers check the website, and therefore such fresh & dynamic site is targeted at them.

I would like to know more ... Scott?

The website lacks a human touch and is a tad too clinical. Bentley's website isn't much better but at least use images with a natural backdrop such as trees, greenery and cities. That group photo lacks emotions.

^ What are you talking about? Trees? Natural backdrop? Those mountains do not look like they were made with a Caterpillar.....

It looks nice. Clean and fresh.

I guess they opted for that cold & fresh & clean look ... cars in gray/silver-whiteish, blue/silver-whiteish ... and so is the background: gray/silver-whiteish snowy mountains, and blue/whiteish sky full of clean white clouds. Very icey.

Also they go very modern: using modern architecture for background ... No old-style mansions anymore ...

Human touch? More more present: look deeper into the site: full of quotes by officials, designers, engineers, project leaders etc. Even their pics (portraits) are there along with the quotes. Showing the human effort & touch behind the machine (car) ... So, human touch is very much present there.

So, with clean, cold & fresh & icey look they wanted to present modernity & simplicity of RR products ... Human touch is added by quotes & portraits & work process descriptions ... I'm nature is also there: natural materials used (leather, wood, metals), Goodwood plant in the middle of green English countryside, and even the shots (films) on country / mountain / seaside roads etc.

Yet I agree: definitely not a warm site. Very clinical & cold ... but deliberately. I wonder why ...

Probably because they want to leave the "new" RR up for self-interpretation rather than dictating the image of the brand using photos of Georgian architecture, country side mansions and 60 years old men wearing double breasted suits. BMW are taking RR a giant leap away from the "old world" though it's hard to stop the core 50 years old British realestate magnates from buying the Phantom.

But like you stated, the new tone is very dynamic, modern and devoid of planted associations.