The Rolls-Royce and Bentley web site is about the closest I’ll get
to owning the real thing, so it was good to see that the site is
reassuringly brand synonymous. Its launch coincided with the first new
Rolls-Royce in 20 years, the Silver Seraph, and together they have
prepared the company for the 21st century.
The site is well designed, offers simple and easy navigation and shares
all the hallmarks of classy, elegant styling that characterise both
Rolls-Royce and Bentley. From the home page, with the motifs of
’precision, individuality, insight’, it reflects the image of the famous
cars.
The site, designed by Premier Interactive and Think New Idea, conveys
all the information you would ever need to know about Rolls-Royce and
Bentley; there are more than enough statistics to keep the average car
buff happy.
The one statistic it doesn’t mention is the price, confirming the adage
that if you have to ask you can’t afford it.
There is a page dedicated to the history and mystique of the marque, but
it would be nice to see more of this kind of backdrop. With the wealth
of anecdotes that abound concerning Rolls-Royce, it seems a shame not to
use them.
Following the successful appearance of the Silver Seraph this year, the
site has been used to launch the new Bentley.
Despite being fairly static, the site is not without potential. Its main
aim is to provide a web presence for the company, and it does this with
some style, while managing to extol Rolls-Royce’s and Bentley’s
traditional brand values. However, the site needs to evolve and
establish its messages to ensure a regular audience.
Meanwhile, it allows would-be high-flying movers and rollers to reel off
facts and look snobbishly knowledgeable about the cars’ 20.7-gallon
capacity engine and independent double-wishbone suspension, whatever
that is.
New Media is edited by Binnur Beyaztas, who can be contacted at
binnur.beyaztas@haynet.com
Client: Rolls-Royce Motor Cars
Where to find it: rolls-royceandbentley.co.uk
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