An emblem of perfection, Rolls-Royce is an automobile reverie. Touted to be one of the best luxury cars in the world, owning a Rolls-Royce in itself is a symbol of royalty. Exuding opulence, the British automobile maker has been known for its exquisite craftsmanship and attention to detail. Automobile enthusiasts recognize the true value of a Rolls-Royce because of the monumental amount of efforts that go into making one. But even for those who may not know a lot about cars, they are well aware of the status symbol that is attached to a Rolls-Royce.
While bespoke programs and world-class technology are the backbone of a Rolls-Royce car, in the realm of ultra-luxury automobiles, there is a mythical element to it. From its gleaming body to the mystical and iconic ‘The Spirit of Ecstasy’ ornament that sits on the bonnet, the ultra-luxury car is synonymous with power and exclusivity.
On September 1, 2020, Rolls-Royce launched its second-generation Ghost. After months of teasing the audiences, the newest car has finally rolled out. It is one of the most powerful and significant moves that the brand has made. The new second-generation Ghost stands for reimagined luxury in its ‘Post Opulence’ era, as called by the brand itself. We dig deeper into the story and the features of the latest edition of Rolls-Royce’s Ghost.
Post Opulence: Reshaping Luxury for Millennials
The 2009 first generation Goodwood Ghost holds the title for being the most successful marque in the brand’s 116-year history. Before it was created, a team of experts studied their clientele who looked up to the powerful brand and its constant quest for perfection, but were seeking a less conspicuous entry into the brand.
For the second generation Ghost, the automobile makers have followed a similar procedure of taking into consideration the divergent interests and changing preferences of their group of clients. Starting the journey for the new Ghost more than six years ago, Rolls-Royce’s Luxury Intelligence Specialists came across an increasing need for minimalism in their design. In the open letter by the marque’s Chief Executive Officer, Torsten Müller-Ötvös, he says, “We found that these clients are showing a marked tendency towards luxury objects that celebrate reduction and restraint – that don’t shout, but rather, whisper. They are seeking design purity by rejecting obvious and unnecessary embellishments and overt complication.” This contemporary aesthetic, defined by purity and minimalism, came to be known internally as ‘Post Opulence’.
Following a minimalist design throughout, the new Ghost is the most technologically advanced car ever made by Rolls-Royce. Carefully designed and drawing inspiration from its predecessor, the car is simply an evolution towards a newer future. Focused on comfort, yet reflecting an unmatched sense of urbanity, the Gen 2 Ghost is a perfect example of the brand’s new idea of ‘quiet but confident’.
The Second Generation Ghost: What's New?
The Gen 2 Ghost has come out 11 years after its first generation forerunner was launched. Redesigned in every sense of the word, the latest saloon doesn’t have a lot in common with the previous version. According to Mr. Müller-Ötvös, the Gen 2 Ghost carries only the Spirit of Ecstasy and the umbrellas directly from the Gen 1 marque. The Post Opulent car, crafted from scratch, is being described as ‘limited, intelligent and unobtrusive’. Henry Cloke, Rolls-Royce Designer commented, “We found that Ghost clients sought objects that are effortlessly, almost instinctively exceptional. They rejected busy details and flash gimmicks, instead seeking extremely high quality, thoughtfully designed pieces that stand up to the most intense scrutiny. This philosophy defined new Ghost’s minimalist design treatment.”
The new Ghost has a 6.75-litre twin-turbocharged V12 petrol engine making 563bhp and 850Nm of torque to the all-wheel drive and all-wheel steering. One of the biggest highlights is the world-first threefold Planar system. Mounted above the front suspension, the first feature of the system is the Upper Wishbone Damper Unit which ensures a stable and comfortable ride. The second is the Flagbearer System which uses a camera to detect any intrusions and changes on the road surface. The third is the Satellite Aided Transmission that works on GPS for optimum gear selection for approaching corners.
The car is made of aluminium spaceframe architecture, the same that bolsters the Phantom as well as the Cullinan SUV. In comparison to the first gen Ghost, the new one is bigger by 89mm in length, 30mm in width and 21mm in height. The Pantheon grille illuminates the Rolls-Royce iconography along with 20 LEDs underneath the top of the radiator grille. The doors electrically open as well as close.
The interiors of the car also follow the Post Opulent philosophy. The cabin comes in two different finishes – Obsidian Ayous inspired by the hues of the lava rock, and Dark Amber, incorporating fine aluminium particles into dark wood. A debutante feature of the car is the illuminated fascia with the glowing Ghost nameplate, dotted with 850 stars. Additional features include a micro-environment purification system, a head-up display, 360-degree cameras, night-time wildlife and pedestrian warning, alertness assistant and rear-seat entertainment screens. There is a 1,300-watt bespoke audio system along with the Starlight Headliner which is a de facto speaker.
Priced at $298,000, the newest car on the block is one of the most progressive editions of Rolls-Royce in philosophy as well as engineering.
A New Era for Rolls-Royce
From rebranding to launching a new car amid the pandemic, Rolls-Royce has proven itself powerful in more than one way. The times are changing and 2020 has been a rude awakening for the world as everyone collectively stumbles through this crisis, while changing their own behaviours and patterns. The Post Opulent strategy of one of the most successful and storied automobile brands comes with a breakthrough vision of leaving behind its ostentatious disposition yet maintaining its exclusivity and power in the arena of ultra-luxury cars.
Rolls-Royce took more than a decade to reinvent luxury through meticulous planning that has resulted in a noiseless, serene but daring endeavor in such challenging times. A historic moment indeed, as described by Torsten Müller-Ötvös in his open letter, the second-generation Ghost continues to inspire greatness.
