The British manufacturer launched the second generation of his well-known Ghost, which has been named “the best car in the world” with great merit since its inception in 2009, when Rolls-Royce announced the addition of a new model to its product portfolio that would offer a completely different experience. About the famous Phantom.
This new product echoed the interests of a new group of men and women who appreciate the brand’s relentless pursuit of perfection in design, engineering and craftsmanship, and who seek to associate with the Rolls-Royce brand in a simpler and less expensive way. The first Ghost was a huge success thanks to its strong focus on meeting the demands of its customers, and in ten years it has become one of the most successful models in the brand’s 116-year history. Ghost’s resounding success was essential to enable the brand to increase its production, invest in its capabilities, and cement Rolls-Royce’s global position as it is today.
Moreover, Ghost’s presence on the market for a decade has enabled the luxury connoisseurs of the brand to gather important information about the behaviors arising in how Ghost customers use their car, the features they require, and how they view Rolls-Royce in general. Successful entrepreneurs and founders in many fields have chosen this car to celebrate their ongoing successes. They were travel-loving people who were educated abroad, traveled to many countries, and experienced Rolls-Royce in many cultures.
“The first Ghost model reflected the interests of a new generation of customers who wanted a simpler and less ostentatious way to own a Rolls-Royce. The car was a huge success that met our utmost ambitions. Since the launch of the Ghost ten years of the year, 2009, Became one of the most successful models in the brand’s history spanning 116 Years old.
In order for the new car to have inspiring resonance with Ghost customers for the next 10 years, we had to listen carefully to their requirements. Today, we are the brand that sets the standard in meeting customer needs by creating an all-new vehicle that targets a specific segment of Rolls-Royce customers. The business demands of our time are driving leaders and entrepreneurs to request additional features in their Ghost. They want a new type of ultra-luxury seat that delivers the ultimate in convenience, comfort and simplicity. This is exactly what the new Ghost model delivers.
The only components we added to this car are from the previous model It is the embodiment of the spirit of happiness and the umbrellas, and we redesigned, manufactured and engineered all the remaining elements. The result is Rolls-Royce which is the most technologically advanced. Our team draws inspiration from the pillars of our brand and turns it into a simple, beautiful yet complex product that perfectly meets the needs of Ghost customers.
Thorsten-Muller-Utfusch, CEO of Rolls-Royce Motor Cars
On the other hand, the Goodwood engineering and design team was making great strides using the brand’s engineered aluminum frame. This Rolls-Royce chassis was used first on the Phantom and then on the Cullinan, and allows the brand’s designers and engineers to develop an authentic and ultra-luxury product without the limitations of the platforms used to support the large vehicles. With all the expectations that Ghost customers have, Rolls-Royce has used its architecture to meet their requirements by integrating technologies such as four-wheel drive and four-wheel steering in Ghost, unveiling a completely new design that meets customers’ aspirations.
Meanwhile, the design team was tracking an emerging movement that was used to define the aesthetic of the Ghost. This movement reflected the changing view of Ghost customers in the way they view success. The design team calls this movement Post Opulence Or absolute luxury, which is characterized by reduction and simplicity. For this purpose, exceptional materials must be selected and used, and the design must be limited, smart and unstressed. This philosophy contrasts with the concept of “ordinary luxury”, a term coined by fashion experts. This concept refers to products that rely on superficial advantages such as the brand’s huge marketing, or if we want to explain it in the context of cars, it is the complex seams and other ways of deluding luxury by cladding products that lack quality in the dress of luxury.
Based on all these elements, the new Ghost model was created. Specially designed for its customers, this car has a simple look to perfection and is of high quality without complications.