From early 2010 the Rolls-Royce Ghost will mark the beginning of a brand new series of models, to sit alongside its established Phantom range, which has been the cornerstone of the company’s renaissance over the last seven years. Comprising a saloon, a drophead and a coupé, Phantoms have cemented Rolls-Royce's reputation for peerless refinement and engineering fineness.
At Rolls-Royce's manufacturing facility in Goodwood, a second
assembly line is in operation for the Ghost. This will shortly be
augmented by a second shift. Next year production volumes
could double, although at an estimated 2,500 units globally. This
still leaves Rolls-Royce in the ultraexclusive bracket.
Enter the Ghost
The first the outside world heard of the Ghost was at the Paris motor show in the autumn of 2006, when it was known simply as RR4. ‘At that stage all we confirmed was that it would be smaller than the Phantom, on sale by the turn of the decade and would cost somewhere between €200,000–€300,000,’ recalls chairman Ian Robertson. ‘Media speculation began within hours.’
Rolls-Royce wanted to create a car that was deliberately less formal
than the Phantom, but that lost of none of the cachet.
Although the Ghost’s styling makes it instantly recognisable as
a Rolls-Royce, it is less traditional in many areas. ‘It has a more
informal presence and a greater emphasis on driving than the
Phantom,’ says chief designer Ian Cameron. ‘For the first time in a
hundred years, the grille is less reminiscent of the Parthenon style
and more like a jet intake.’
Central to the design of Ghost is the idea of simplicity; push the start button, press the accelerator and go. There is no need to consider which of the eight gears the automatic box is using. Despite an abundance of state of the art equipment such as
night vision and head up display, its technology remains on the
periphery, instantly to hand if required but not at all intrusive.
The inclusion of modern driver aids has been a challenge inside and out. The front of the Ghost houses three cameras and a lane departure warning system, although you would be hard pushed to point these out. Cameron’s design team found clever solutions to
maintain the clean look of the car throughout. ‘By thinking about the
materials that we use we’ve managed to hide the technology. For example, the parking sensors have a polished stainless steel finish akin to that of the grille that helps them blend into the front and the side cameras have been cleverly incorporated into the indicator housing.’
Powering the Ghost is a 6.6-litre twin turbo V12 engine unique to
Rolls-Royce. With 575 lb ft of torque available from just above idle,
the ride is smooth with a sense of almost limitless propulsion.
Passengers ride on an intelligent air suspension system offering peerless ride and dynamics. Peak power is 563bhp, enough to propel the Ghost from 0-60mph in 4.7 seconds and on to an electronically governed top speed of 155mph. Despite the super
car figures, Ghost has not been engineered as a sports car. ‘A Rolls-
Royce rides and drives like nothing else,’ says CEO Tom Purves. ‘It
should carry its power with grace, agility and refinement and I believe we have found an exceptional balance of these attributes.’
Tom, a one-time Rolls-Royce apprentice, picks up on another significant benefit of the Ghost. ‘Its contemporary design is
attracting customers to our brand that would not have previously
considered it. They like the fusion of refinement, traditional craftsmanship and modern styling; it is a compelling package.’
Around 80% of the people who have expressed an interest in the
Ghost have not owned a Rolls-Royce before. ‘Ghost customers
understand our philosophy but for them Phantom was perhaps too
much of a statement. The informality of Ghost brings with it increased usability. If Phantom is a special occasion car then Ghost is for any occasion.
‘Ghost customers are the same as Phantom customers in that they are beyond categorisation.’
|
 |
|
|
Phantom family
Customer feedback on the Ghost has been extraordinarily positive. With this the case, does Rolls-Royce expect Phantom sales to drop off?
‘No’, says Purves emphatically. ‘In the last 12 months I have met with many of our current and potential customers and many have said to me "I love the Ghost, it’s beautiful. Now when can I order my next Phantom?"’ Clearly the Phantom range still has its admirers.
A remarkable feature of Phantom models is that they have been
designed with their own distinct character despite similar underpinnings. ‘Each car has been designed as an individual concept,’ says Cameron. ‘This means that, for example, while it would have been cheaper and considerably easier to scalp the Phantom to make the drophead, no one thought that this was the way to go. We would have ended up with a compromise and
that just wouldn’t be right.’
The most recent Phantom unveiling was the Coupé, which moves away from the perception that a Rolls can only be enjoyed from the back seat. The Coupé is designed for the driver. ‘It is not a sports car,’ says Robertson, ‘but it has been engineered to suit a more
enthusiastic driving style.’ Designed to cover great distances with the minimum of fuss, the Coupé is a perfect choice for a transcontinental trip. ‘Rolls-Royce has always been about pace, performance and style,’ Cameron adds. ‘The driving dynamics of the Phantom have always come as a surprise to customers and the Coupé builds on this visually and dynamically.’ The Coupé’s rear hinged coach doors give a profile reminiscent of the great British sports cars, albeit in a body with an overall effect that is definitely 21st century.
The Drophead Coupé was designed to emphasise the airy openness of top-down motoring, embracing the elements and creating a stunning, social environment. For the interior, the concept was simple: bring the outside in. Create a social space enabling occupants to embrace the elements using materials such as the
finest leathers, woods and accents of chrome – hardly surprising given that inspiration was taken from the J-Class America’s Cup yachts of the 1930s. ‘The Phantom Drophead Coupé is about emphasising the essentials of pleasure,’ says Cameron. ‘Above all, we were determined to make this car a joy to live with.’
The Phantom Extended Wheelbase variant is made longer than the standard Phantom, not by the industry standard cut-and-shut method, but by the use of longer hand-welded aluminium extrusions.
Bespoke benefits
It is said that a Rolls-Royce is not bought; it is commissioned, like a
piece of fine art. ‘There are very few cars that allow you to tailor them to your own specifications and 75% of all Rolls-Royce customers choose to do this.’ explains Clive Woolmer, who is in charge of bespoke projects. ‘A bespoke car is a unique reflection
of a customer’s personality.
‘Our bespoke interior designers can fulfil any request, from embroidery, customised tread plates and much more. Whether the
request is a 24-carat gold Spirit of Ecstasy or a bespoke boot lining,
anything is possible. The bespoke programme is limited only by the
customer’s imagination.’
The 25-strong bespoke team have made many customer dreams a
reality and the team are often commissioned to be creative at a
completely new level. Woolmer remembers a customer who
commissioned his Drophead Coupé in his own specific yellow exterior.
The Peninsula Hotel group had its 14 cars for the Hong Kong hotel
tailor-made to suit the needs of a demanding customer base with
repositioned items in the rear, corporate colours and veneer inlay
trims. Another customer, schooled in Scotland, decided to line the boot area of his Drophead Coupé with a customised tartan that he had designed himself. The tartan theme was also extended to a set of luggage, a binoculars case, a carrying bag and thermos flasks.
The team revels in receiving a new commission. ‘You simply never
know what will be requested next. Seeing customer’s visions for their automobile become a reality in such a perfectly crafted way is the most satisfying feeling,’ Woolmer says.
Rolls-Royce Motor Cars is excited about 2010 and after so many years of planning, the two model series Phantom and Ghost will finally sit proudly side by side.
Further information
Rolls-Royce Motor Cars Limited
www.rolls-roycemotorcars.com |
