Sky’s the Limit
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.