28/05/’21 – The art of customization is a tradition of many companies that have based their history and reputation on exclusive productions for individual customers, more or less demanding.
Precious one-offs are often made or have exclusive features that respond to the desire of an important customer, other times specialized divisions are created that through customization programs allow customers to obtain changes or additions to make them unique, through different combinations, the product they will purchase.
The size of the company does not matter, even small businesses can work on exclusive projects in order to create almost one-of-a-kind pieces, but it is important to translate this style exercise into a strategy, so that this brings a result on the company positioning and related market benefits.
There is always something to learn from great examples and in this case Rolls Royce takes us aboard an extraordinary case of customization that automatically becomes a brand flag, to remember what the company has always represented and above all what it wants to represent now.
With the Boat Tail, a reference to the tail lines of a yacht, a part of the history of the brand is reborn which in the 20s and 30s of the last century represented a fundamental element of the success of this company: the Coachbuild division. Starting from the frame exiting the assembly line, many prestigious car manufacturers (also Fiat, in collaboration with Italian and foreign body builders, he has created numerous specimens that are now highly sought after by collectors) they offered the possibility of creating a bodywork and related interiors designed on precise specifications of the owner. And Rolls Royce today goes back to those steps to make a strategy, having demonstrated to date that they have the ability to develop many solutions “tailor made” but having arrived at a stage in which almost all competitors offer the same service.
So, space for planning and strategy, to find once again a tactic that allows to put know-how to value, capacity, creativity and reputation, but aim to reposition the brand even better. The strategy has thus led to the identification of a market space that is still little-known today, in which – in memory of the Coachbuild division of the past – the company establishes a form of collaboration with the customer, involving him in the design and development phases of the most functional and desirable solutions for him.
Of course, the Boat Tail is the iconic example, extreme, which demonstrates what the company can do, making news in the world and thus representing the concept that interests us to communicate.
The first specimen (of the three planned) was created for a customer who also owns a Boat Tail of the 1932 and among the most exclusive solutions on board have been designed two dedicated refrigerators to the stowage of the customer's favorite Armand de Brignac champagne. Also present a set of cutlery and crockery made on commission it's a pair of stools in carbon fiber created in collaboration with the Italian company Promemoria, to relax in the shade of the integrated umbrella. A minimalist dashboard custom designed to suit the customer's tastes, with a reduced use of all the latest and most modern technology.
An in-depth study that thus translates into a backbone of the corporate strategy for a new operational phase, not simply a beautiful achievement. The company has a DNA, small or large, does not matter. It is up to the management to define strategies to carry on over the years, for well-planned phases, company history and not trying to chase time.
A company like Rolls Royce has repeatedly demonstrated that it knows how to ride time, running silent and authoritative as its big cars know how to do on roads all over the world, suggesting an interesting modus operandi to those who pay attention to their actions (find other articles dedicated to Rolls Royce in the section “culture” by www.mito.org.uk ).
MITO Luxury studies and creates, in the same way, strategies and projects aimed at offering client companies a brand management and development service, always taking care of the correct corporate positioning and commercial results at the same time.
For information you can contact us by writing to: management@mito.org.uk
