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Spotted on <A HREF="http://www.automotivenews.com" TARGET="_blank">http://www.automotivenews.com</a><p>By Jim Henry<br>Automotive News / September 30, 2002<p> <br>Volvo veteran Bob Austin will join BMW's start-up Rolls-Royce organization in the United States as manager of communications, in charge of marketing, advertising and public relations. <p>"The two things I love are automobiles and building powerful brands," Austin said. <p>"You can't put those two things together any better than Rolls-Royce. It's also a very small organization where one person can really make a difference." <p>Austin, 55, joins Rolls-Royce on Oct. 14. He said in an interview on Wednesday, Sept. 25, that he can offer few clues as to Rolls-Royce's U.S. marketing plans but said it is safe to assume Rolls will make little use of mass media. <p>"The market for cars of this caliber is pretty limited," he said. <p>"Traditional advertising and other mass-market communications would be pretty wasteful of resources." <p>He pointed out that most Roll-Royces are sold on the East Coast from Boston to Washington, in Florida and in Southern California. <p>Austin took early retirement in December 2001 after a 31-year career at Volvo Cars of North America Inc., where he was director of marketing communications in charge of advertising and marketing. <p>He stayed behind when Volvo Cars moved its U.S. headquarters from Rockleigh, N.J., to Premier Automotive Group's new headquarters in Irvine, Calif., last year. <p>At Volvo, Austin created the "Volvo Saved My Life Club" and directed Volvo's successful crisis management after the "monster truck" advertising scandal in 1990. <p>The company admitted reinforcing a Volvo to keep a huge truck from flattening it during a demonstration that was used in an ad. <p>Austin insisted the car would have survived the first time as depicted, but the reinforcement was necessary to allow repeated run-throughs for the cameras. <p>Since he retired from Volvo Cars, Austin has been working as a consultant. <p>His customers included Ford Motor Media, a unit of J. Walter Thompson in Detroit; and Volvo Corp. in New York, the U.S. holding company for Sweden's AB Volvo. <p>He will report to Jim Selwa, president of Rolls-Royce's still-unnamed U.S. sales and marketing subsidiary, in Woodcliff Lake, N.J. Austin and Selwa are longtime acquaintances.<p>
 
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