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Rolls-Royce of America Incorporated: a Venture into the Unknown

In: Rolls-Royce

Author

Listed:
  • Ian Lloyd

Abstract

A combination of circumstances, some of them normal and some exceptional, had often directed the attention of the management towards the North American continent. A small number of cars had been sold there before and during the war and a considerable number had been bought by Americans visiting England and Europe. Rolls himself was the first to appreciate the possibilities of the American market when he went out there to race the 20 h.p. Rolls-Royce in 1906, and it is possible that even if the war had not occurred, Johnson would have followed his inclinations and made a serious attempt to expand the ‘natural’ market which he had long believed existed in America.

Suggested Citation

  • Ian Lloyd, 1978. "Rolls-Royce of America Incorporated: a Venture into the Unknown," Palgrave Macmillan Books, in: Rolls-Royce, chapter 3, pages 23-39, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-03914-2_3
    DOI: 10.1007/978-1-349-03914-2_3
    as

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