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Every new Rolls-Royce 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 today as the new Rolls-Royce Phantom 2018 – the eighth generation of this great nameplate – arrives. Not satisfied with simply launching a motor car that is a wholly contemporary design interpretation of new Rolls-Royce Phantom DNA and a technological tour de force, Rolls-Royce has revolutionized the luxury car industry itself by shifting away from the status quo of shared platforms to an entirely new luxury business model.
The New Rolls-Royce Phantom 2018
As the next chapter in the Rolls-Royce story opens, the New Rolls-Royce Phantom points the way forward for the global luxury industry.
“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. New Rolls-Royce Phantom 2018 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.”
The Genesis of the New Rolls-Royce Phantom 2018
Quite contrary to how other so-called luxury manufacturers are trying to realize 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-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 realizing 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 on the new Rolls-Royce Phantom 2018. The Architecture of Luxury will carry every future Rolls-Royce, not just the new Rolls-Royce Phantom 2018. Rolls-Rouce SUV Project Cullinan and eventually the next Rolls-Royce Ghost, new Rolls-Royce Wraith, new Rolls-Royce Dawn will ride on this architecture, as well as future new Rolls-Royce Phantom coachbuild projects.
The new Rolls-Royce 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.”
What is the new Rolls-Royce Phantom 2018 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.
The new Rolls-Royce Phantom 2018 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.
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