Inside Rolls-Royce, the luxury maker

A Rolls-Royce customer with fond memories of Scotland once asked for and received a custom tartan interior and handwoven picnic basket set. It cost him nearly $ 100,000.

Cars are to Rolls-Royce as search is to Google. They’re the thing that brings customers in, but not the way that the company makes its money. Google does it by selling ads, Rolls-Royce does it by selling the experience of luxury. No other brand in the world is more readily identified with the notion of luxury, nor is there…

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