Not satisfied with simply launching a motor car that is a wholly contemporary design interpretation of Phantom DNA and a technological tour de force, Rolls-Royce has revolutionised the luxury car industry itself by shifting away from the status quo of shared platforms to an entirely new luxury business model.
From the moment Sir Henry Royce introduced the Rolls-Royce Phantom in 1925 it was judged ‘The Best Car in the World’ by the cognoscenti. As a result it has conveyed some of the world’s most influential and powerful men and women to the most defining historical moments over the last 92 years.
Rolls-Royce concluded that the future of true luxury lies in true small-volume manufacture of a dedicated ‘Architecture of Luxury’.
“This realisation was a moment of clarity about the destiny of Rolls-Royce,” reflects Torsten Müller-Ötvös, chief executive officer of Rolls-Royce Motor Cars. “Every one of our customers – each a connoisseur of luxury in the extreme – were asking for something more individual to them, not less. We were adamant that that was what they should have.”
“Key to Rolls-Royce realising its vision of being the world’s leading luxury brand, today and in the future, is an architecture that spans the entire Rolls-Royce family,” comments Philip Koehn, director of engineering. “The Architecture of Luxury will carry every future Rolls-Royce, not just the New Phantom. Project Cullinan and eventually the next Ghost, Wraith, Dawn will ride on this architecture, as well as future coachbuild projects.”
“Phantom VII’s spaceframe architecture was a good starting point and inspiration, but we wanted to do much more,” adds Giles Taylor, director of design. “The Architecture of Luxury gives me the canvas to protect the lineage and brand integrity of Rolls-Royce without compromise. Starting with New Phantom, I have the framework to create a future range of true Rolls-Royces. In essence, this is one big coachbuild project.”
“Our approach has been to forge long-term relationships with smaller suppliers run by families that will focus on us, giving us much more attention and therefore results that live within a quality expectation far beyond any other automotive concern,” continues Koehn. “For a brand to operate in such a manner within a larger automotive group is unheard of and truly revolutionary.”
New Phantom highlights
- A wholly new, contemporary design interpretation of Rolls-Royce Phantom DNA
- The all-new aluminium ‘Architecture of Luxury’ underpinning New Phantom ensures the architectural and proportional lineage of Rolls-Royce. As such, no future Rolls-Royce will be of monocoque construction as used by mass-manufacturers and some mass-luxury brands.
- Rolls-Royce’s celebrated 'Magic Carpet Ride' also improves as a result of the new lighter architecture, and the latest generation of self-levelling air suspension. The suspension makes millions of calculations every second as it continuously varies the electronically controlled shock absorber adjustment system – reacting to body and wheel acceleration, steering inputs and camera information. In addition, the Flagbearer – evocative of those men who were required by law to carry a red flag ahead of early motor cars – adds a stereo camera system integratedinton the windscreen to see the road ahead, adjusting suspension proactively rather than reactively up to 100km/h.
- ‘The Suite’ re-defines Rolls-Royce comfort and refinement inside – already the benchmark for any mode of conveyance.
- ‘The Gallery’ is an unprecedented new concept in luxury. Reinterpreting the motor car’s dashboard for the first time in 100 years, patrons will be able to commission a truly individual work of art that spans the width of The Gallery in their New Phantom.
- Incalculable effort was expended to create ‘the most silent motor car in the world’ including 6mm two-layer glazing all around the car, more than 130kg of sound insulation, the largest ever cast aluminium joints in a body-in-white for better sound insulation, and use of high absorption materials.
- All new 6.75 litre twin-turbo V12 engine is the silently beating heart of New Phantom.
- New Phantom is the most technologically advanced Rolls-Royce ever.
