A new benchmark will be set as the New Phantom — the eighth generation of Rolls-Royce – arrives.
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. As the next chapter in Rolls-Royce’s story opens, the New Rolls-Royce Phantom points the way forward for the global luxury industry.
The all-new aluminium ‘Architecture of Luxury’ underpinning New Phantom ensures the architectural and proportional lineage of Rolls-Royce while delivering a whole new level of ‘Magic Carpet Ride’ because it is lighter, stiffer, quieter and more technologically advanced.
‘The Embrace’ enhances the sense of occasion and effortlessness of entry into New Phantom. As the patron settles in to the car, an assistant or valet steps forward and lightly touches the sensor on the door handle so it whispers closed of its own accord, enveloping the occupant in ‘The Embrace’. ‘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.
All new 6.75 litre twin-turbo V12 engine is the silently beating heart of New Phantom.
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. 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.”
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’.
“This realisation was a moment of clarity about the destiny of Rolls-Royce,” reflects Torsten Müller-Ötvos, Chief Executive Officer of Rolls-Royce Motor Cars.
“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,” said Philip Koehn, Director of Engineering.
