March 1, 2013
Rolls-Royce Motor Cars is securing the future of its craftsmanship and the vehicle manufacturing industry through a school program in Britain.
The British automaker visited a young children’s school to honor its commitment to the government-led “See Inside Manufacturing” initiative. Rolls-Royce has showed it values learning, making prior investments in the future of its company and education.
“There are no other automobile brands like Rolls-Royce,” said Al Ries, founder and chairman of Ries & Ries, a Roswell, GA-based marketing strategy consultancy.
“Among high-end customers, the brand is considered to be the ultimate best in a passenger vehicle,” he said. “Therefore, it needs to do everything possible to keep the quality and its reputation as high as possible.
“Its apprenticeship program can play a part in this effort.”
Mr. Ries is not affiliated with Rolls-Royce, but agreed to comment as an industry expert.
Rolls-Royce did not respond by press deadline.
Starting young
Rolls-Royce visited the East Preston Infant School in West Sussex, England, to engage with children and inspire future manufacturing talent as a part of the government’s initiative to engage students in the British car manufacturing sector.
This school was chosen since it is near Rolls-Royce’s manufacturing plant and headquarters in Goodwood, England.
The automaker worked with more than 60 students between the ages of five and six years old.
The students learned how the Rolls-Royce vehicles were created and were given the opportunity to experience the driver’s seat in the Rolls-Royce Phantom vehicle.
Students
The day ended with the children concluding that a modern-day Cinderella would travel to the ball in a Rolls-Royce. Some girls in the class dressed as Cinderella.
Class
Two apprentices from the current class at Rolls-Royce were also in attendance.
The reason behind Rolls-Royce’s decision to incorporate this program into the school seems to two-fold, per Mr. Ries.
“One reason is to generate publicity for the Rolls-Royce brand,” Mr. Ries said. “Children are always a good hook to attract media attention.
“The other reason is to attract applicants for its apprenticeship program,” he said. “However, it would have made more sense to invite high-school and college students to visit the factory.
“In the long run, it probably does help secure the future of Rolls-Royce.”
Future automakers
Rolls-Royce also engages in its own educational program to secure the future of its company.
The apprenticeship program offers Rolls-Royce the chance to invest in the future of automaking by ensuring that the required craftsmanship skills are passed on through generations. This helps Rolls-Royce secure a strong employee base and set an example for other luxury automakers.
Rolls-Royce currently receives applications from students around the world to study in this program. The effort has grown to include graduate and business programs and industrial placements within the company (see story).
Programs that help fuel students’ interest in auto manufacturing could help support the future of the industry, as a whole.
“Most young people today want to be in high-tech or other glamorous businesses, not in putting automobiles together, [especially] automobiles they cannot afford to buy,” Mr. Ries said.
“If Rolls-Royce can spark the interest of enough talented people with its apprenticeship program, it will likely pay off for the company, but it is not going to be easy,” he said.
Final take
Erin Shea, editorial assistant on Luxury Daily, New York
Share your thoughts. Click here
