When one thinks of the best luxury car in the world, there are very few names that come to the mind. And at the pinnacle of that small list lies Rolls-Royce, a brand that been synonymous with luxury cars since countless years. The Phantom was the latest from the luxury marque and it garnered rave reviews since its launch. However almost all the people who own one enjoy it best from the back seat with the guy in the white cap handling the driving duties. But all that is about to change. A smaller, more driver-focused Rolls will soon court young high rollers with fat wallets. It's not quite a baby Phantom, but the new Ghost should take the Flying Lady mascot to more driveways than ever.
Rolls-Royce sold just over 1,000 cars in 2007, the first four-figure annual tally in the firm's 104-year history. That surely delights parent BMW, which took charge of Rolls in 2003. But the Bavarian bosses see greater things for their celebrated English marque. Specifically, they want to boost Rolls sales closer to those of former stablemate Bentley, which now moves over 11,000 cars per year as part of the Volkswagen group. That suggests a somewhat smaller Rolls model that uses BMW hardware and steps in before the Phantom. It might be less sporty than a Bentley, but would tilt toward the same younger, very well-heeled buyers. The 2010 Rolls-Royce Ghost was made official in late 2006, but with few specifics given. Since then, Rolls has announced that Goodwood will add a second assembly floor and a second shift to produce the Ghost.
On the styling front the design team was seeking to create a modern Rolls-Royce that achieved a new dynamism but remained true to its luxurious heritage. So what they have is a modern execution of timeless Rolls-Royce elegance, breaking with some areas of tradition but retaining the core values that make the marque unique. According to the designer the Ghost will have a more informal presence than Phantom models, with a greater emphasis on driving. In design terms this is expressed by a more organic form, yet with powerful, purposeful proportions. Contemporary touches include self-righting wheel centres and the Xenon headlamps that frame the latest evolution of the Rolls-Royce grille.
Stepping inside the Ghost reveals a contemporary ambience which stays true to the to Rolls-Royce Motor Cars traditions of fine materials and peerless comfort. There are elegant, frosted lamps and chrome door handles, traditional violin key switches and eyeball air vents, frosted white dials and refined instrumentation. Deep-pile carpets can be complemented by optional lambswool floor mats for a truly luxurious feel.
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