All-New Rolls-Royce Ghost Aiming For ‘Post-Opulence’ Appeal


July 27, 2020

Dear reader,

The launch of a new Rolls-Royce is undoubtedly a historic moment. However, presenting a new Ghost comes with a huge responsibility. Our new Ghost, which will debut this fall, follows the very first Goodwood Ghost, which, since its launch in 2009, has become the most popular model in the brand’s 116-year history. Indeed, such was its timeless appeal, it has enjoyed a lifespan of over a decade. A truly remarkable achievement.

As we reached the final stages of development of our new product, we were faced with the coronavirus pandemic. This invisible enemy casts a grave and tenacious shadow over the world. At Rolls-Royce, we have kept our spirits up. With the utmost importance to the well-being of our employees at the Home of Rolls-Royce at Goodwood and around the world, we have carefully and responsibly continued to finalize this remarkable automobile. Experience has reminded us that RollsRoyce, with the iconic Spirit of Ecstasy at its bow, has resisted resiliently and continues to serve as a symbol of ambition and effort.

Creating a product that would resonate with our Ghost customers for the next ten years meant that we had to listen very carefully to their demands and desires. And we did. They told us that they really appreciate the versatility and breadth of Ghost’s character. It’s a car they liked to drive themselves – or to drive if the opportunity called for a chauffeur. They also liked the car’s sleek simplicity, or as they put it, “a slightly smaller and less ostentatious way to own a Rolls-Royce.”

To go further, our customers have expressed an ardent desire for even more minimalism in design. This demand resonated with the findings of our luxury intelligence unit and the designers at the Rolls-Royce House in Goodwood, West Sussex who, for the past few years, had been following an emerging contemporary movement among a particular layer of consumers. luxury, which included our Ghost clients, and which we called “Post Opulence”. We have found that these customers show a marked trend towards luxury items that celebrate reduction and restraint – that don’t scream, but rather whisper. They seek purity of design by rejecting obvious and unnecessary embellishments and overt complications. To complement this minimalism, our Ghost customers need innovative yet effortless technology and true engineering substance in their cars.

Of course, there will always be a place in this world, and at Rolls-Royce, for items and products of opulence that express the best of human effort, inspire greatness, and present a sense of drama and drama. magic. But at Rolls-Royce, we remain attentive to any sign of recalibration of needs within layers of the global luxury market.

And so, five years ago, we embarked on the creation of our new Ghost. And such was the task that the only components that we deemed fit to postpone were the Spirit of Ecstasy and the umbrellas. Everything else is entirely new. The car was designed, engineered and engineered from the ground up at our Global Luxury Manufacturing Center of Excellence in Goodwood, West Sussex, to meet the express wishes and desires of a group of post-opulent customers .

Ghost is the purest expression of Rolls-Royce to date. It distills the pillars of our brand into a beautiful, minimalist, yet highly complex product, perfectly aligned with the needs of our Ghost customers and, I believe, perfectly in tune with the times we all live in.

Rolls-Royce will always keep moving forward. Our business will not be defined or limited by the temporary constraints of the time. We will continue to plan for a better future with positivity and hope, striving for perfection and producing powerful symbols that inspire greatness and ambition.

With this in mind, we invite you to discover our new Ghost in the coming months. More details on this historic moment will follow over the next few weeks, starting with a series of four beautiful animations, detailing rare glimpses into the lifestyles and behavior of our Ghost client layer, and the formidable technical substance that underlies it. strives for what we believe to be the most sublime expression. of Rolls-Royce again. These informative pieces will culminate in a fully digital launch of the new Ghost which will be followed by numerous customer, media and public events around the world.

Thank you.

Stay safe and keep morale high!

Torsten Müller-Ötvös

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