What Happened to Rolls-Royce’s Brand Voice?

The Forgotten Voice

When you’re selling a half-million-dollar symbol of power and prominence, the phrase Untamed Rebellion doesn’t cut it. But that’s exactly what showed up in a recent ad for the Rolls-Royce Black Badge Ghost Series II.

"Untamed Rebellion Harness the relentless energy... "

Relentless energy? Really? For a car that moves in silence and still turns every head?

That line could’ve sold an energy drink. Or any product desperate to sound bold. But not a Rolls-Royce.

We see it all the time now.

Messaging handed off to a tool, and pushed out the door, hoping no one will notice.

The result?

Hollow words that sound like every brand and nothing like the Rolls-Royce brand voice we once new.

There was a time when Rolls-Royce marketing whispered quiet confidence. It didn't need to shout. It made people lean in. Now it’s louder. Filled with empty slogans and overdone adjectives that sound more trendy than timeless.

This is what happens when brand messaging becomes a checklist.

When words are treated like filler instead of the bridge between product and perception.

Most people won’t say anything. But they’ll feel it. I did, because it felt like a step away from what made Rolls-Royce feel untouchable.

It felt like tradition was being traded for trend.

To me, Rolls-Royce has always embodied a kind of success that doesn’t need a spotlight. It’s quiet power with nothing to prove. A moving symbol of discipline, presence and status that doesn’t need to be explained. 

That’s the Rolls-Royce brand identity I always admired. And the one I hope finds its voice again.