• Rolls-Royce Motor Cars reflects on the lasting influence of the company’s first chief executive, Claude Goodman Johnson (24 October 1864 – 11 April 1926)
• A gifted publicist and marketer who became known as ‘the hyphen in Rolls-Royce’
• Managed the company from 1906 until his death 20 years later
• Retiring in November 2023 after almost 14 years, Torsten Müller-Ötvös is the longest-serving CEO of the modern era, and second only to Johnson in time at the head of the marque
• Continued a long line of influential Rolls-Royce CEOs who shaped both the company and the wider automotive and luxury industries during their tenure

 
“Though perhaps less familiar in the public mind, Claude Johnson is probably the most important and influential figure in the annals of Rolls-Royce apart from the founders themselves. As we mark the retirement of Torsten Müller-Ötvös after almost 14 years as our Chief Executive Officer, this seemed the ideal moment to shine a light on the only person in the marque’s history to have held the top job for longer. A larger-than-life character, Johnson was evidently a force to be reckoned with; it was his energy, enthusiasm, vision and dedication that made Rolls-Royce a household name around the world. Even today, he’s still known as ‘the hyphen in Rolls-Royce’ – a fitting tribute to a truly remarkable man.”
Andrew Ball, Head of Corporate Relations and Heritage, Rolls-Royce Motor Cars

A BIG PERSONALITY

When the Hon Charles Stewart Rolls first met Henry Royce in Manchester on 4 May 1904, the first person he shared the news with was his business partner, Claude Johnson.

Johnson, a large-framed, extroverted man 13 years older than Rolls, initially ran scientific and trade exhibitions in his career, then served as the first Secretary of the Automobile Club of Great Britain and Ireland for six years before joining C S Rolls & Co in 1903.

At the fledgling Rolls-Royce company, Johnson brought in much-needed commercial acumen and financial backing, leveraging his talent for marketing and organization.

MAKING HIS MARK

Johnson, in 1906, became the first Commercial Managing Director of Rolls-Royce Limited, excelling in sales and marketing. He convinced Royce to focus on a single model, the 40/50 H.P., which he named the Silver Ghost. He also persuaded Royce to supply every car with an official mascot, leading to the enduring symbol, the Spirit of Ecstasy.

A FRIEND INDEED

During Royce’s health struggles in 1911, Johnson took him on a rejuvenating road trip through Europe to Egypt, and bought land in the South of France for Royce’s new home in Le Canadel, near Nice.

‘THE HYPHEN IN ROLLS-ROYCE’

Johnson continued leading Rolls-Royce until his death in 1926 at 61, marking him as the company’s longest-serving chief executive. His influence on the brand was far-reaching, profound, and lasting, earning him the moniker ‘the hyphen in Rolls-Royce’.

WORTHY SUCCESSORS

The executive title at Rolls-Royce changed over time, following Johnson’s role as Commercial Managing Director. Notable successors include Ernest Hives and Dr Frederick Llewellyn Smith.

DRIVEN TO SUCCEED

Ernest Hives, who started as Charles Rolls’ chauffeur, played a pivotal role in the development of Rolls-Royce’s aero engines and automotive products, eventually becoming Managing Director and later Chairman until his retirement in 1957.

A COMPLETE CHANGE

Dr Frederick Llewellyn Smith led the transformation of Rolls-Royce’s Crewe factory from producing wartime Merlin aero engines to civilian car production. His visionary leadership resulted in the production of innovative models like the Silver Dawn, Silver Cloud, and Silver Shadow, before retiring in 1967 as Chairman.

INTO THE MODERN ERA

Torsten Müller-Ötvös, as CEO since 2010, has overseen the complete transformation of Rolls-Royce Motor Cars during his almost 14-year tenure. His leadership introduced various new models, an expansion in Bespoke offerings, and the launch of the first all-electric Rolls-Royce, Spectre in 2022. His successor, starting from November 30, 2023, is Chris Brownridge, former CEO of BMW UK.