Rolls-Royce to cease production of Phantom by year end

  • Feb 24, 2016
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Rolls-Royce will build 50 special collectable models of the seventh generation Phantom before the production will be stopped, which will be followed by the future offering based on an aluminium structure platform

Rolls-Royce Phantom Zenith

Rolls-Royce Motor Cars in an official statement have announced that the current generation of the Phantom VII will be phased out by the end of 2016. The Phantom marked the reincarnation of the British luxury car brand since its introduction on 1st January, 2003. The Phantom has been an exquisite example of luxury on wheels and has impressively maintained its status even after 13 years of existence. The finale of the Phantom VII edition will be completed with the production of 50 exclusive models which will be named the Phantom Zenith.

The Phantom Drophead Coupé and Coupe’ model will not be reintroduced and will be seen casting their names in the history books of the Spirit of Ecstasy. The next-generation model that will roll out of the factory gates of the manufacturer will be built on an all-new aluminium platform which will underpin all forthcoming cars built by the company.   

Commenting on the announcement, Torsten Müller-Ötvös, Rolls-Royce Motor Cars Chief Executive Officer said, “I am proud and excited to announce that a new Phantom is on the way – a contemporary and beautiful Phantom enhanced with cutting-edge technologies and design innovations. Any new Phantom is an historic and important moment in automotive history and we are working hard on perfecting the Phantom VIII.”

With a deadline set for November this year, Rolls-Royce will complete the production of the last 50 unique Phantom VII series which will include the Phantom Coupé and Drophead Coupé. The special batch will also have the very last Phantom VII Limousine built. The Zenith series will mark the expression of the highest level of exclusiveness presented by the manufacturer.  

Commenting on the 50 unique Phantom Zenith series, Giles Taylor, Director of Design Rolls-Royce Motor Cars said, “Zenith will be the sum of all the best features of Phantom Coupé and Drophead Coupé, with a few surprises added. We expect huge demand for these 50 fine motor cars as we shall not look upon their like again.”

Expect the last 50 vehicles to get laser etched armrests depicting the original launch locations of the 100EX in Villa D’Este and 101EX in Geneva. Also, the instrumental dial will receive a personalised touch. All models will receive a special treatment to the iconic Spirit of Ecstasy figurine. To make the occasion even more memorable a ‘money cannot buy’ memento will be offered to the respective owner at the time of handover. The colour shade covering the models will be offered from the palate of memorable paints from the brand’s history.

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