Sky’s the Limit

Bespoke - - BRAND EXTENSIONS -

Brand ex­ten­sions aren’t al­ways vol­un­tary, some­times cir­cum­stances force your hand. That’s the case with Rolls-royce, which (at the on­set of World War I, was one of the fledg­ling auto in­dus­try’s most re­spected man­u­fac­tur­ers) was urged by the Bri­tish gov­ern­ment to con­trib­ute to the war ef­forts. So in 1914, they be­gan mak­ing air­craft en­gines. And they proved to be very good at it. In fact, over half the en­gines used by the Al­lies were made by Rolls-royce. In the end, the avi­a­tion busi­ness dwarfed their car man­u­fac­tur­ing in­ter­ests and as a re­sult, the lat­ter was even­tu­ally sold off. To­day, Rolls-royce is the sec­ond-big­gest air­craft en­gine man­u­fac­turer, be­hind only Gen­eral Elec­tric.

Newspapers in English

Newspapers from Lebanon

© PressReader. All rights reserved.