Rolls-Royce rolls out 8th gen ‘phantom’

Emirates Business

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.
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 was set as the New Phantom – the eighth generation of this great nameplate – arrived. 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. 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. New Phantom 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.”
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-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.”