A new benchmark has been set in the world of luxury as the long awaited Rolls-Royce Phantom, the eighth generation of this great nameplate, made it’s arrival. Rolls-Royce is redefining luxury with the Phantom and shifting away from the status quo of shared platforms to an entirely new luxury business model.
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. New Phantom is a powerful statement of design, engineering and Bespoke expertise.” Rolls-Royce concluded that the future of true luxury lies in true small-volume manufacture of a dedicated ‘Architecture of Luxury.’
“This realization 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 was what they should have.”
“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.
The New Phantom will be the first of a new generation of Rolls-Royces to benefit from the creation of the Architecture of Luxury. This new architecture serves as the foundation on which this eighth generation of Phantom reaffirms its position as ‘The Best Car in the World’ by taking the best fundamentals and making them better.
At every glance the New Phantom is remarkable in styling thanks to the new Architecture of Luxury and new engineering processes giving New Phantom the appearance of being from a solid block of aluminum. This is a fabulous triumph of design and engineering departments working hand in hand to create a beautiful masterpiece.
“Art is at the heart of the conception of the New Phantom’s interior,” comments Taylor. “As an interest, we know that a huge number of our clients are patrons of art and indeed have their own private collections. Art is a binding factor for many of them.”
This binding factor was what inspired Taylor to radically reinterpret the motor cars’ dashboard from being a dead expanse into a riveting focal point. “I wanted to take a motoring constant that has existed for a century, but served little purpose but to hide airbags and componentry, and give it another purpose, space to breathe,” comments Taylor. Hence the real purpose of ‘The Gallery’ – to be just that, a gallery
“The reduced and symmetrically balanced line-work of Phantom’s instrument panel frames a generous and beautifully simple application of glass. It runs, uninterrupted, across the fascia, emphasising a sense of width. Positioned front and centre, it is the focal point of the interior of New Phantom, providing a perfect stage for artworks. This treatment of glass enables an unprecedented opportunity for the protection and presentation of works of art, which is why, we have rather aptly named it, ‘The Gallery’.” Giles Taylor, Director of Design, Rolls-Royce Motor Cars, said.
From a simple application of wood or metal, to a more complex use of materials not normally viable in an automotive context and enhanced by incorporating relief, ‘The Gallery’ extends the patron’s experience of curation with the marque to a new realm.
In this spirit, Alex Innes, Rolls-Royce Bespoke Designer and Creative Lead Designer of ‘The Gallery’ Artist Commissions, has invited artists and master artisans from around the world to interpret ‘The Gallery’.
The result? A collection of unique and artistic creations, free from the constraints of automotive design, to inspire the marque’s patrons, in a way that only Rolls-Royce can.
The all-new aluminium spaceframe structure delivers extraordinary car body stiffness for exceptional ‘best-in-class’ functional performance whilst also being lighter. Indeed New Phantom is 30 per cent more rigid than its predecessor, leading to better ride comfort.
Accompanying the increased stiffness of the spaceframe is a best-in-class high comfort chassis with air suspension and state-of-the-art chassis control systems, delivering peerless ‘effortless’ ride and handling and optimal vibration comfort performance.
A new double-wishbone front axle and 5-link rear axle deliver astounding levels of control over lateral roll and shear forces and delivering incredible agility and stability, as does the addition of four-wheel steering, all contributing to an undisturbed passenger whatever the driving conditions.
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.
At the heart of this new Rolls-Royce is a completely new, 6.75-litre V12 engine that has been engineered for New Phantom, in place of the previous naturally aspirated V12 engine. Rolls-Royce
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