Project Rolls Royce stepped up a gear last week with the
appointment of German motor comms veteran Fred Fruth as its general
manager for PR.
The BMW-owned venture is launching as a limited company in the UK in
December 2002 when BMW takes possession of the prestigious UK car
The marque is currently held on license by BMW rival Volkswagen, which
also owns the plant in Crewe, Cheshire at which Rolls Royce cars and
fellow luxury brand Bentley are built.
Fruth is part of a forty-strong Project Rolls Royce team, which is
establishing a luxury car company ahead of it taking over the actual
brand. The company is negotiating for both office and plant space in
Chichester, West Sussex, before the entire team decamps to the UK next
Fruth, who will report to the project’s general manager Karl-Heinz
Kalbfell, was brought in to handle a wide mix of tasks. As well as local
authority lobbying -for planning rights in the home counties green belt
area - he will also be expected to handle motoring and business trade PR
and local and national media relations.
Fruth spent 20 years in a variety of PR roles for BMW. Until last month,
he was head of communications strategy for the family-owned firm’s
global subsidiaries, based in Munich. Before that he ran corporate
communications for BMW in Austria for fifteen years. His move to the UK
marks a return to where his career began; he spent two years as
marketing director for a Nottingham-based car firm before joining BMW in