“Though perhaps less familiar in the public mind, Claude Johnson is probably the most important and influential figure in the annals of Rolls-Royce apart from the founders themselves. As we mark the retirement of Torsten Müller-Ötvös after almost 14 years as our Chief Executive Officer, this seemed the ideal moment to shine a light on the only person in the marque’s history to have held the top job for longer. A larger-than-life character, Johnson was a force to be reckoned with; it was his energy, enthusiasm, vision, and dedication that made Rolls-Royce a household name around the world. Even today, he's still known as ‘the hyphen in Rolls-Royce’ – a fitting tribute to a truly remarkable man.”
Andrew Ball, Head of Corporate Relations and Heritage, Rolls-Royce Motor Cars
The article provides a historical overview of key figures who played significant roles in shaping Rolls-Royce as a luxury automotive brand. Here is a summary of the main points:
1. Claude Johnson - "The Hyphen in Rolls-Royce" (1906-1926):
- Johnson was the first Commercial Managing Director of Rolls-Royce Limited.
- He was a gifted marketer and organizer, bringing commercial acumen and financial backing to the company.
- Johnson coined the name "Silver Ghost" for the 40/50 H.P. model, which became world-famous.
- He convinced Royce to offer an official mascot for every Rolls-Royce car, leading to the creation of the Spirit of Ecstasy.
2. Ernest Hives - "The Man Who Succeeded" (1924-1957):
- Hives began his career as Charles Rolls' chauffeur and later became an experimental tester for Rolls-Royce.
- He played a crucial role in the development of aero engines and oversaw the company's split into car and aero engine operations.
- Hives became Managing Director, then Chairman of the Board. He retired in 1957.
3. Frederick Llewellyn Smith ("Doc") - "A Complete Change" (1945-1967):
- Doc was tasked with converting Rolls-Royce's factory in Crewe from wartime aero engine production to civilian car manufacturing.
- He foresaw the need for a modern design and introduced the Silver Dawn, Silver Cloud, and Silver Shadow.
- Doc became Chairman of the company until his retirement in 1967.
4. Torsten Müller-Ötvös - "Into the Modern Era" (2010-2023):
- Torsten led Rolls-Royce Motor Cars for almost 14 years, introducing models like Dawn, Wraith, Cullinan, and the Black Badge family.
- He oversaw the expansion of Bespoke offerings and the launch of the first all-electric Rolls-Royce, Spectre.
- Torsten retired in November 2023, succeeded by Chris Brownridge, former CEO of BMW UK.
The article highlights the contributions of these leaders in different eras, emphasizing their roles in shaping the identity, success, and evolution of Rolls-Royce as a prestigious automotive brand.
