While head of Volkswagen Group, Piëch was known for his aggressive moves into other markets. He drove the Volkswagen and Audi brands upmarket with great success. Piëch also pursued other marques, successfully acquiring Lamborghini for Audi, and establishing Bugatti Automobiles SAS. His purchase of British Rolls-Royce and Bentley was more controversial. After successfully buying the Crewe, England, carbuilding operation, VW was denied the use of the Rolls-Royce brand name. Piëch later claimed that he only really wanted the Bentley brand, but at the time the loss of Rolls to rival BMW was widely seen as a major failure.