How can Lamborghini and Rolls-Royce have such different identities?

We mentioned in a previous article the fact that both companies, though part of the same market, have diametrically opposed identities. One just need to take a look at the new Lamborghini Aventador to figure out it is all about being fast, performant and aggressive. It is a pantomime of the so-called “supercar”. However, if one looks at the latest Rolls-Royce Phantom Drophead (but also to all their cars), he will see that the stakes are different here. If it were not for the four wheels and the engine, the Phantom would be closer to a yacht than to the Aventador. The ride of the car will be more comfortable, so will the seats, and the car was not shaped in a wind tunnel to maximize aerodynamic performance, it was shaped to please the human eye.

We reckon that a positioning map placing all the brands on the market we are interested in according to their priorities when designing a car illustrates this difference. Comparing the importance of performance (or comfort) and elegance (or aggressive design) gives a good idea of each brand’s identity. Let’s remind though, that this map does not judge the performance or the elegance of the brand (which may vary depending on the cars), it just measures how much of a priority performance would be over comfort, and elegance over aggression.

This map clearly shows how opposite are the firms from Sant’Agata and Sussex. It may seem odd to say that performance is almost not at all a priority for Rolls Royce when you know that most Rolls Royce are powered by 6.5l or 6.75l V12 engines producing up to 560 BHP[1]. It actually is. But the point is that despite these engines, even the coupé version of the Phantom (the Drophead), weighs 2.6 tons! As James May from Top Gear points out in the video embedded, the chassis is not made from carbon fiber, unlike the Aventador. It is not made to allow insane cornering speeds, but to look beautiful and be as comfortable as possible to drive. The identity of a brand also lies in its design. The rims or the radiator grill always are very similar on a Rolls-Royce. So is the general shape of the cars, as well as the mascot. A brand new Rolls Royce surprisingly looks like any of its 100 years old ancestor.

Rolls Royce Phantom Drophead Top Gear test

Take Lamborghini on the other hand. All Lamborghinis have looked very aggressive in their time, though the Miura and the Aventador barely look alike. When you see one of these, you are more impressed or surprised, than actually struck by its beauty. Mechanically, it is pretty much the same. The 6.5l V12 delivering 700 BHP is there to catapult the car from one corner to another with brutal power. So is the 4 wheel-drive system. So is the f1-derived suspension technology. Everything on a nowadays Lamborghini is made to make it as quick as possible around a race track. Just like a race car.

The identity of a brand does not lie in the question “How do they make a car?” Lamborghini and Rolls-Royce both use expensive and exotic materials, in state of the art factories. It does not either lie in the question “What do they do?” They both make cars that make millions of boys (young or not) dream around the world. The identity is defined by the question why? Lamborghini builds cars to make the customer feel the thrill racing drivers feel. Rolls Royce wants to treat them as if they were part of the Royal Family.

---

[1] http://www.roadandtrack.com/tests/drives/2011-rolls-royce-ghost