Rolls Royce

One of Rolls-Royce’s stories is that three-quarters of the cars the company has ever produced are still on the road.

The key to success in the luxury market, explains Mr Muller-Otvos, is that customers want to be able to tell their friends, family and business associates some good stories about what they have bought.

For a brand as steeped in history as Rolls-Royce, that is no problem. One of its stories is that three-quarters of the cars the company has ever produced are still on the road: “It is a smart investment,” he says. McLaren, a successful British maker of sports cars, is drawing on its heritage as a Formula 1 racing team.

Tesla’s Model S glories in being an advanced car made by a Silicon Valley start-up created by a tech billionaire.

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