Rolls-Royce wants to modernize the appearance of its vehicles

Rolls Royce | September 12th, 2016 by 3
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Along with a Phantom redesign in 2018, Rolls-Royce will bring a new, fresh look to its lineup. The flagship Rolls was last redesigned in 2002 …

Along with a Phantom redesign in 2018, Rolls-Royce will bring a new, fresh look to its lineup. The flagship Rolls was last redesigned in 2002 and the new one features more modern styling without losing the stately presence of the Phantom, said Rolls-Royce chief designer Giles Taylor to Automotive News. It will continue to make use of the iconic Rolls-Royce design cues, including the Parthenon, the massive grille which is synonymous with Rolls-Royce.

The new flagship will use the new Rolls-Royce aluminum space frame architecture and safety and technology features from BMW, including some self-driving features.

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Next on the list to deliver a fresh image of the brand is the large, luxurious SUV which is due out in 2019. The five-seat crossover will open Rolls-Royce to a new buyer base and sales are expected to be in the thousand of units annually. It will also ride on the aluminum space frame used by the Phantom. Rolls’ SUV is rumored to be more expensive than the Bentley Bentayga and the future Lamborghini Urus.

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Also in 2019, the entry-level Rolls-Royce – the Ghost – will also go through a design refresh and will continue to cater to a younger demographic.

The beautiful Wraith will get a special-edition Black Badge model this fall with an extra 51 pounds-feet of torque. The refresh won’t occur before 2019.

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3 responses to “Rolls-Royce wants to modernize the appearance of its vehicles”

  1. jason bourne says:

    To do so, R-R would have to stop making their cars look like expensive bricks with wheels

  2. I appreciate what BMW’s iteration of the Rolls-Royce marque is trying to achieve – a harking back to the glory-days before the aero-engine division’s disastrous RB-211 project forced the company into Government hands and split it – but I think in order to do that the bodies need to be made in Britain, too, along with the engines. Whilst the Craftsmanship of the wood and the leather and all that is British, as it should be, the soul of the car is currently German and, much as I admire Germans for some things, they aren’t the same things which should be at the heart of a Royce. By all means, nurture the company, but let’s restore its stiff upper lip and, dare I say it, its slightly caddish sense of fair play.

  3. Also, from a purely business perspective (yes: trust me, I am a consultant), revisiting the fabled choosiness about who buys their cars might not be a bad thing. After all, think what you have in the brand: this is the Best Car in the World of legend: if you have a barrier to entry by which new owners have to prove themselves, then this adds to the mystique and puts zeros on the balance sheet. Human nature being what it is, if you restrict the availability of something (especially without restricting the flow), you add to the appeal rather than diminish it. Of course, this is addressed to marketing people rather than accountants, so if you are an accountant, no offence but could you please forward this to marketing? :D

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