Rolls-Royce is doing better than ever. The article makes clear they are not a car company … here’s why:

A Rolls-Royce customer with fond memories of Scotland once asked for and received a custom tartan interior and handwoven picnic basket set. It cost him nearly $100,000. Cars are to Rolls-Royce as search is to Google.

To own a Rolls-Royce is universally recognized as “the ultimate expression that you have made it,” says Warren, even by those who are unimpressed by the marque’s conservative grandeur. It is conspicuous consumption of the highest order, and the company is perfectly content with its role of satisfying that niche but highly profitable demand: “no one needs a Rolls-Royce, we are very open about that.