The UK-based Rolls-Royce has unveiled its New Phantom – the eighth generation of this nameplate – setting a new benchmark for luxury.

“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,” the company said.

As the next chapter in the Rolls-Royce story opens, the New Rolls-Royce Phantom points the way forward for the global luxury industry, it added.

“From its debut in 1925, a Rolls-Royce Phantom has been the choice of the world’s most influential and powerful men and women, and as a result, a constant presence at history’s most defining moments.

“As this next chapter in the Rolls-Royce story opens, the New Phantom points the way forward for the global luxury industry. It is a creation of great beauty and power, a dominant symbol of wealth and human achievement. It is an icon and an artwork that embraces the personal desires of each of our individual customers,” said Torsten Müller-Ötvös, chief executive officer, Rolls-Royce Motor Cars.

New Phantom at a glance
•    A wholly new, contemporary design interpretation of Rolls-Royce Phantom DNA
•    The all-new aluminium ‘Architecture of Luxury’ underpinning New Phantom ensures the architectural and proportional lineage of Rolls-Royce while delivering a whole new level of ‘Magic Carpet Ride’ because it is lighter, stiffer, quieter and more technologically advanced.
•    ‘The Embrace’ enhances the sense of occasion and effortlessness of entry into New Phantom. As the patron settles in to the car, an assistant or valet steps forward and lightly touches the sensor on the door handle so it whispers closed of its own accord, enveloping the occupant in ‘The Embrace’.
•    ‘The Suite’ re-defines Rolls-Royce comfort and refinement inside – already the benchmark for any mode of conveyance.
•    ‘The Gallery’ is an unprecedented new concept in luxury. Reinterpreting the motor car’s dashboard for the first time in 100 years, patrons will be able to commission a truly individual work of art that spans the width of The Gallery in their New Phantom.
•    All new 6.75 litre twin-turbo V12 engine is the silently beating heart of New Phantom.
•    New Phantom is the most technologically advanced Rolls-Royce ever.
 
Peter Schwarzenbauer, chairman of Rolls-Royce, 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.”

The Genesis of New Phantom
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. “Every one of our customers – each a connoisseur of luxury in the extreme – were asking for something more individual to them, not less. We were adamant that that was what they should have.”

“Key to Rolls-Royce realising its vision of being the world’s leading luxury brand, today and in the future, is an architecture that spans the entire Rolls-Royce family,” commented Philip Koehn, director of engineering. “The Architecture of Luxury will carry every future Rolls-Royce, not just the New Phantom. Project Cullinan and eventually the next Ghost, Wraith, Dawn will ride on this architecture, as well as future coachbuild projects.”

What is the 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 is a truly revolutionary approach for the motor industry, and one that is informed by Rolls-Royce’s standing as a luxury house in the business of cars, the company said.

The magnificent V12 reinvented
At the heart of every Rolls-Royce of the modern period lies the power of a V12 engine. At the beginning of this next chapter of Rolls-Royce’s existence, and with the creation of the Architecture of Luxury, the New Phantom also benefits from a completely new engine.

With the focus on creating the most silent motor car in the world, a completely silent engine was also required, and that meant more low-end output at lower revs to ensure that silence. Hence a completely new, 6.75-litre V12 powertrain has been engineered for New Phantom, in place of the previous naturally aspirated V12 engine.

The new V12 Phantom engine employs two turbo chargers that contribute to a low-end torque output of 900Nm at an incredibly low 1,700rpm whilst also delivering 563bhp or 420kW of power, resulting in calm low speed progress associated with state occasions and an unfussed surge of power when one needs to press on. The addition of Satellite Aided Transmission (SAT), married to a ZF 8-Speed gearbox also ensures that the driver is prepared for whatever the road has in store for them.

Most technologically advanced Rolls-Royce
Another benchmark, the Electronic Architecture of the New Phantom is the largest ever component produced by the BMW Group, let alone Rolls-Royce, helping to make New Phantom the most technologically advanced Rolls-Royce ever.  

This central nervous system connects and controls all the various advanced intelligence systems of New Phantom, making it the most advanced luxury motor car available. Some, but not all, assistance systems on-board New Phantom include: Alertness Assistant, a 4-camera system with Panoramic View, all-round visibility including helicopter view, Night Vision and Vision Assist, Active Cruise Control, collision warning, pedestrian warning, cross-traffic warning, lane departure and lane change warning, an industry leading 7x3 high-resolution head-up display, WiFi hotspot, and of course the latest navigation and entertainment systems. – TradeArabia News Service