Born on 24 October 1864, Claude Goodman Johnson, known as ‘CJ’, was instrumental in shaping the iconic Rolls-Royce brand. Often referred to as the “hyphen in Rolls-Royce”—a title he gave himself—Johnson was a visionary who served as the marque’s first Commercial Managing Director.
His leadership, described by Henry Royce as “the captain; we were only the crew,” played a pivotal role in ensuring Rolls-Royce’s enduring success and its reputation as ‘the best car in the world’.
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Johnson’s diverse talents ranged from organizational prowess to an unparalleled knack for publicity. These skills were evident early in his career, organizing major exhibitions and later serving as Secretary of the Automobile Club, where he met Charles Rolls.
Johnson was instrumental in forming the partnership between Rolls and Henry Royce, setting the stage for the legendary Rolls-Royce motor car.
His dedication to the brand went beyond management. Johnson was the creative mind behind stunts that promoted the reliability and luxury of Rolls-Royce cars, such as the renowned “Silver Ghost” endurance run. He also commissioned the famous Spirit of Ecstasy mascot, a symbol that still adorns Rolls-Royce cars today.
Claude Johnson’s modesty, combined with his unwavering commitment to excellence, left an indelible mark on Rolls-Royce and its legacy. His influence is celebrated as part of Rolls-Royce’s 120th anniversary in 2024.
Source: Rolls-Royce ‘Makers of the Marque’: The Legacy of Claude Goodman Johnson
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