Ultimate In Luxury

The new Rolls-Royce Phantom heralds a new era for the British ultra-luxury automaker. A closer look at the opulent and awe-inspiring creation…

Ever since the launch of the iconic Rolls-Royce Phantom in 1925, it has been the choice of the true connoisseurs of craftsmanship and luxury. The new Phantom, the eighth generation of the nameplate, was unveiled last month. Rolls-Royce never does anything ordinary and with the new Phantom they have gone beyond expectations. 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. 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 stated that the future of true luxury lies in true small-volume manufacture of a dedicated ‘Architecture of Luxury’.

Understanding Architecture of Luxury

The Architecture of Luxury is an all-aluminium spaceframe architecture designed by Rolls-Royce engineers that will underpin every future Rolls-Royce beginning with the New Phantom. As such, no future Rolls-Royce will be of monocoque construction as used by mass-manufacturers and some mass-luxury brands. It has been designed and engineered from the ground up in such a way as to be scalable to the size and weight requirements of different future Rolls-Royce models, including those with different propulsion, traction and control systems, thus underpinning the long-term future product roadmap.

Approximately 30 percent more rigid than the spaceframe architecture on which sat Phantom VII, the new architecture is at the heart of how the next generation of Rolls-Royces delivers the Rolls-Royce experience in terms of ride comfort, acoustic comfort, seat comfort, exterior presence and interior space.

The New Phantom