Ad­ver­to­rial Rolls-Royce’s new Phantom re­de­fines lux­u­ri­ous art of move­ment

China Daily (Hong Kong) - - Q&A WITH CEO - By HAO YAN haoyan@chi­nadaily.com.cn

The Bri­tish su­per lux­ury mo­tor brand, Rolls-Royce, erected a new bench­mark on Thurs­day as the car­maker rolled out its new Phantom model with a com­pletely fresh de­sign — a con­tem­po­rary in­ter­pre­ta­tion of the DNA of the sto­ried se­ries.

Rolls-Royce’s eighth-gen­er­a­tion Phantom, set to meet its cus­tomers in 2018, comes with a more mod­ern­ized sil­hou­ette and el­e­gance fa­cil­i­tated by un­par­al­leled ad­vanced tech­nolo­gies hid­den in the limou­sine.

“The 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,” said Peter Sch­warzen­bauer, chair­man of Roll­sRoyce Mo­tor Cars.

The new model of Rolls-Royce is ex­pected to suc­cess­fully re­tain the car­maker’s po­si­tion as the fore­most au­to­mo­bile of­fer­ing in the world, a re­sult of the au­tomaker’s tire­less pur­suit of per­fec­tion, vi­sion­ary engi­neer­ing, aes­thetic acu­ity and deep un­der­stand­ing of what the world’s lead­ing lux­ury item should be.

Torsten Muller- Otvos, CEO of Rolls-Royce Mo­tor Cars, said: “It is an icon and an art­work that em­braces the per­sonal de­sires of each of our in­di­vid­ual cus­tomers. Ev­ery one of our cus­tomers — each a con­nois­seur of lux­ury in the ex­treme — was ask­ing for some­thing more in­di­vid­ual to them, not less.”

De­sign mas­ter­piece

Even at first glance, the new Phantom is re­mark­able in its pu­rity. Thanks to the new “Ar­chi­tec­ture of Lux­ury” de­sign and new engi­neer­ing pro­cesses, the pre­ci­sion bodyjoin­ing process en­sures there are few, if any, vis­i­ble joint lines be­tween body pan­els, giv­ing the new Phantom the appearance of be­ing hewn from a solid block of alu­minum.

The new Phantom’s grille is for the first time in­te­grated into the sur­round­ing body­work. The re­sult­ing ef­fect is a cleaner, re­duced de­sign with moder­nity and clar­ity, al­low­ing all of the new Phantom’s lines to con­nect with this iconic state­ment of power and flow from it.

A new, pur­pose­ful head­lamp graphic gives a con­fi­dent and fo­cused ex­pres­sion with fresh, frosted in­ter­nals that feel open and op­ti­mistic, while ac­com­mo­dat­ing an ex­pres­sive ring of day­time driv­ing lights and the most ad­vanced laser light sys­tem of any mo­tor car that at night casts light 600 me­ters down the road.

From the side, the new Phantom has the iconic 2:1 pro­por­tions that have en­deared so many to ev­ery gen­er­a­tion of Phantom, fea­tur­ing a short front and long rear over­hang, an up­right front and a flow­ing rear.

Su­pe­rior car

The Good­wood, UK-based car­maker is in­tro­duc­ing not only the flag­ship of the Rolls-Royce brand, but also stok­ing the ex­cep­tional top tech­nolo­gies hid­den in the new Phantom un­til re­quired.

The elec­tronic ar­chi­tec­ture of the new Phantom is the largest-ever com­po­nent built by the BMW Group, Rolls-Royce’s par­ent com­pany, help­ing to make the new Phantom the most tech­no­log­i­cally ad­vanced Rolls-Royce ever. This cen­tral ner­vous sys­tem con­nects and con­trols all the various ad­vanced in­tel­li­gence sys­tems.

Ac­com­pa­ny­ing the in­creased stiff­ness of the space­frame is a high com­fort chas­sis with air sus­pen­sion and state-of-the-art chas­sis-con­trol sys­tems, de­liv­er­ing a peer­less ‘ef­fort­less’ ride and han­dling, and op­ti­mal vi­bra­tion com­fort per­for­mance. Roll­sRoyce’s cel­e­brated Magic Carpet Ride im­proves as a re­sult of a new lighter ar­chi­tec­ture, and the lat­est gen­er­a­tion of self-lev­el­ing air sus­pen­sion.

Fu­ture of true lux­ury

Be­yond pulling off the cover of a new prod­uct, Rolls-Royce opens the next chapter by shift­ing to an en­tirely new lux­ury busi­ness model. The com­pany con­cluded that the fu­ture of true lux­ury lies in true small- vol­ume man­u­fac­ture of a ded­i­cated “Ar­chi­tec­ture of Lux­ury”.

The term refers to an all-alu­minum space­frame ar­chi­tec­ture de­signed by Rolls-Royce en­gi­neers that will un­der­pin ev­ery fu­ture Rolls-Royce be­gin­ning with the new Phantom.

“This re­al­iza­tion through Ar­chi­tec­ture of Lux­ury is a mo­ment of clar­ity about the des­tiny of Rolls-Royce,” Muller-Otvos said.

The com­pany be­lieves it is a truly rev­o­lu­tion­ary ap­proach for the lux­ury mo­tor in­dus­try. Con­trary to other lux­ury au­tomak­ers shar­ing plat­forms with vol­ume brands, Rolls-Royce will be un­com­pro­mis­ing in us­ing only its own ar­chi­tec­ture across all the ve­hi­cles.

The ground­break­ing ar­chi­tec­ture has been de­signed and en­gi­neered in a way as to be scal­able to the size and weight re­quire­ments of fu­ture Rolls-Royce models, and com­pat­i­ble with dif­fer­ent propul­sion, trac­tion and con­trol sys­tems, thus un­der­pin­ning the long-term fu­ture prod­uct roadmap.

“Be­sides the new Phantom, the pro­ject Cul­li­nan and even­tu­ally the next Ghost, Wraith, Dawn will ride on this ar­chi­tec­ture, and fu­ture coach projects,” said Philip Koehn, di­rec­tor of engi­neer­ing of Roll­sRoyce Mo­tor Cars.

New con­cept

T h e n e w P h a n t o m o ff e r s a n un­prece­dented new con­cept in lux­ury — the Gallery, a wholly con­tem­po­rary and lux­ury rein­ter­pre­ta­tion of a mo­tor car’s dash­board and in­stru­ment panel area.

“Art is at the heart of the con­cep­tion of the new Phantom’s in­te­rior,” said Giles Tay­lor, di­rec­tor of de­sign. “As an in­ter­est, we know that a huge num­ber of our clients are pa­trons of art and in­deed have their own pri­vate col­lec­tions. Art is a bind­ing fac­tor for many of them.”

By re­al­iz­ing a space in the up­per dash­board, Tay­lor en­vi­sioned a new use — to cre­ate an area for be­spoke works of art and thereby mul­ti­ply the per­son­al­iza­tion po­ten­tial for ev­ery owner of a new Phantom. As a be­spoke com­mis­sion, cus­tomers will be able to choose a fa­vored artist or de­signer to work with Roll­sRoyce to cre­ate a truly in­di­vid­ual work of art that spans the width of the Gallery in their new Phantom.

Rolls-Royce has al­ready worked with a num­ber of artists, de­sign­ers and de­sign col­lec­tives to demon­strate what kind of cre­ations are pos­si­ble to put be­hind the glass of the Gallery for the own­ers’ plea­sure. Works in­cludes an oil paint­ing in­spired by the South Downs of Eng­land in au­tumn by renowned Chi­nese fine artist Liang Yuan­wei.

Cit­ing China as one of Roll­sRoyce’s most im­por­tant mar­kets, Muller-Otvos said: “I am also per­son­ally talk­ing to c us­tomers in China reg­u­larly to get their in­sights (about) what is im­por­tant to them.

“R o l l s - R o y c e i s o ff e r i n g a l l op­tions to Chi­nese con­sumers, and more and more cus­tomers from China come to the United King­dom, sit­ting with our de­sign­ers, and de­sign­ing their cars in full de­tail in Good­wood.”

Rolls-Royce ex­pended in­cal­cu­la­ble ef­fort to cre­ate the ul­ti­mate silent mo­tor car, with 6 mm two-layer glaz­ing all around the car, more than 130 kg of sound in­su­la­tion, and high ab­sorp­tion ma­te­ri­als.

The Rolls-Royce “Magic Carpet Ride” qual­ity reaches a whole new level, be­cause it is lighter, stiffer, qui­eter and more tech­no­log­i­cally ad­vanced than pre­vi­ous models. The air sus­pen­sion sys­tem ad­justs proac­tively in run­ning at a speed up to 100 km/h.

The “Em­brace” de­sign en­hances the sense of oc­ca­sion and ef­fort­less­ness of en­try into the new Phantom. With a light touch on the sen­sor in the door han­dle, the coach door whis­pers closed of its own ac­cord.

The “Suite” de­sign re­de­fines Rolls-Royce com­fort and re­fine­ment inside — al­ready the bench­mark for any mode of con­veyance.

The new 6.75-liter twin-turbo V12 Phantom en­gine con­trib­utes to a low-end torque out­put of 900 Nm at an in­cred­i­bly low 1,700 rev­o­lu­tions per minute while de­liv­er­ing 420 kW of power. The Satel­lite Aided Trans­mis­sion, mar­ried to a ZF 8-Speed gear­box, pre­pares the car for what­ever roads are ahead.

Its as­sis­tance sys­tems in­clude alert­ness as­sis­tant, a four-cam­era sys­tem with panoramic view, all­round vis­i­bil­ity in­clud­ing he­li­copter view, night vi­sion and vi­sion as­sist, ac­tive cruise con­trol, col­li­sion warn­ing, pedes­trian warn­ing, crosstraf­fic warn­ing, lane de­par­ture and lane change warn­ing, an in­dus­try lead­ing 7x3-inch high-res­o­lu­tion head-up dis­play, Wi-Fi hotspot and the lat­est nav­i­ga­tion and en­ter­tain­ment sys­tems.

PRO­VIDED TO CHINA DAILY

Torsten Muller-Otvos, CEO of Rolls-Royce Mo­tor Cars, in­tro­duces the new Phantom.

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