Rolls-Royce American manufactured products

Production at this Springfield plant commenced in 1921 with Rolls-Royce firmly stating that the product from this auto plant would be the equal of anything built at the home plant located at Derby England. The plan was that parts would be shipped and assembled in the US with custom made coachwork made by existing prestigious American firms. Interestingly enough over time the number of items made locally in the US, as opposed to Britain, began to actually increase, not decrease. However the consistency of the product, in terms of product line and actual product began to deviate from the strict British made product. Only the first 25 rolling chassis were actually identical to the Derby England factory items. As time went on there were more and more deviations from the strict British product. Some of this may be due to the personal preferences and procedures of the different local American coachbuilders. After each was a premium established firms with distinct products, styles and methods previously. Some was due to the requests from the American customers, their ability to individualize and personalize their American made car to their individual preferences and styles.

What did in the American Roll-Royce? For one thing cost. Substantial costs were incurred in converting the cars from right hand British drive to left hand American. As a result of the increased costs incurred, the selling price of these American made Rolls-Royces was not nearly as competitive to other automotive products available on the U.S. market for prestige automotive products. Next the primary U.S. coachmaker for Rolls-Royce, the Brewster Coachbuilding firm, fell into financial difficulties. Then along came the 1929 stock market crash. The American Rolls-Royce might of continued save for one major marketing blunder. The British parent firm introduced a dynamite model - the Phantom, The car was not made in the US nor even made available, by import of 100 cars, till a year later. The car had great reception with the prestige auto market in the USA. However by the time it was decided to manufacture this hit product to meet the American demand the actual Phantom model was replaced by an ultra high tech and sophisticated model - The Phantom II. With the retooling costs incurred the calculation was that each American Rolls-Royce Phantom II car unit produced and sold would cost the company an astounding 1 million to produce in comparison to the 1929 customer price threshold for luxury prestige automobiles of only $ 20,000.

The fate of Rolls-Royce American manufactured products was sealed. The firm honored the last 200 orders for their cars. By 1935 these orders were completed and delivered to their customers.