In terms of Perceived Brand-Performance Fit, Rolls-Royce maintains its super high-end luxury brand and insures a flawless service to its customers. The brand perfectly fits needs and wants of its customer by offering a more than positive experience/satisfaction and by fitting exactly consumer needs. This way, Rolls-Royce facilitates and increase brand loyalty.
Rolls-Royce motorcar offers a perfect product on every aspects (aesthetics, technology and quality), it offers an irreproachable experience to each customer.
Rolls-Royce is doing right because it fulfills most of Murray’s psychogenic needs (need for affiliation, achievement, power and uniqueness) when consumers purchase a Rolls-Royce.
Buying such an expensive luxury car is a sign of success and accomplishment in life, it means you reached a very high standard of living, it is like a mandatory step to become a “posh” (need for achievement). It also provide power to its owner, indeed it is one of these cars people will look in the street. Plus, the most powerful men on earth possess a Rolls-Royce (need for power). As it refers to the biggest fortune of the world, it also links you to this segment and affiliate the owner to a very private and elitist club, many Rolls-Royce customers look for this feeling of belonging. It is even a requirement to be recognize as one of the top businessman in the world to own a Rolls-Royce (need for affiliation). Last but not least, many Rolls-Royce customers are loyal to the brand because it allows them to customize each aspect and feature of their future car making of it a unique product satisfying their unique needs. This is one of the reasons of their success, Rolls-Royce offers a fully customizable service to its customers (need for uniqueness).
Rolls-Royce plays a lot on its brand name and image of the most high-end luxury car in the car industry. Its customers are