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.
Every new Phantom that has subsequently appeared has successfully retained the title of ‘Best Car in the World’ as a result of Rolls-Royce’s tireless pursuit of perfection, visionary engineering, aesthetic acuity and deep understanding of what the world’s leading luxury item should be. Quite simply, Rolls-Royce has innovated for almost a century to set the benchmark and satisfy the most discerning luxury patrons.
A new benchmark will be set as the new Phantom - the eighth generation of this great nameplate - arrives. Not satisfied with simply launching a motor car that is a wholly contemporary design interpretation of the 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.
As the next chapter in the Rolls-Royce story opens, the new Rolls-Royce Phantom points the way forward for the global luxury industry.
Peter Schwarzenbauer, chairman of Rolls-Royce and member of the Board of the BMW Group, said, “The global introduction of a new Rolls-Royce is always a very special moment within the BMW Group. This particular occasion is all the more special because we are introducing an all-new Phantom, the flagship of the Rolls-Royce brand and the world’s foremost luxury product. It is a powerful statement of design, engineering and bespoke expertise and I am delighted with the response we have received from our many highly discerning customers worldwide. The BMW Group remains fully committed to the future of Rolls-Royce Motor Cars and is proud of the many achievements made by the brand since its acquisition.”
Genesis of new Phantom
Quite contrary to how other so-called luxury manufacturers are trying to realise economies of scale by sharing platforms with mass market manufacturers, Rolls-Royce concluded that the future of true luxury lies in true small-volume manufacture of a dedicated ‘Architecture of Luxury’.
Torsten Müller-Ötvös, chief executive officer of Rolls-Royce Motor Cars, said, “This realisation was a moment of clarity about the destiny of Rolls-Royce. 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 this was what they should have.”
Philip Koehn, director of Engineering, said, “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. 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.”
Giles Taylor, director of Design, said, “Phantom VII’s spaceframe architecture was a good starting point and inspiration, but we wanted to do much more. The Architecture of Luxury gives me the canvas to protect the lineage and brand integrity of Rolls-Royce without compromise. Starting with the new Phantom, I have the framework to create a future range of true Rolls-Royces. In essence, this is one big coachbuild project.”
Koehn added, “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. For a brand to operate in such a manner within a larger automotive group is unheard of and truly revolutionary.”
What is the Architecture of Luxury?
The Architecture of Luxury is an all-aluminium spaceframe architecture designed by Rolls-Royce engineers that will underpin every future Rolls-Royce beginning with the new Phantom. As such, no future Rolls-Royce will be of monocoque construction as used by mass manufacturers and some mass luxury brands.
It is a truly revolutionary approach for the motor industry, and one that is informed by Rolls-Royce’s standing as a luxury house in the business of cars. Whilst the majority of so-called luxury manufacturers are limited to sharing individual platforms in a specific sector with mass brands for say their SUV or GT offerings, thereby introducing unacceptable compromise, Rolls-Royce will be uncompromising in only using its own architecture across all its motor cars, whatever the sector.
It has been designed and engineered from the ground up in such a way as to be scalable to the size and weight requirements of different future Rolls-Royce models, including those with different propulsion, traction and control systems, thus underpinning the long-term future product roadmap.
The Architecture of Luxury, ‘The Gallery’, The Embrace, The Art of Movement, the best possible materials in the world and peerless Rolls-Royce design and engineering; the New Rolls-Royce Phantom resets the benchmark not only as ‘the Best Car in the World’, but as the world’s leading luxury item.