Currently reading: New Rolls-Royce Ghost will be 'purest expression' of firm yet
Rolls boss Torsten Müller-Otvös prepares customers for first model launch since Covid-19 pandemic
James Attwood, digital editor
News
2 mins read
27 July 2020

Rolls-Royce boss Torsten Müller-Otvös says that the new Ghost luxury saloon, set to be revealed later this year, will be “the purest expression of Rolls-Royce yet” with a ‘pure’ design to reflect a new trend towards “Post Opulence”.

The luxury car firm is currently putting the finishing touches to the second-generation version of the Bentley Flying Spur rival, and Müller-Otvös has attempted to smooth the path to the launch of the crucial machine in an open letter issued to prospective clients – and shared with Autocar – that tacitly addresses the challenge of launching an ultra-luxury car given the  ongoing Covid-19 pandemic. The firm has also release the first official outline sketch teaser of the car.

In the letter Müller-Otvös notes that since it was launched in 2009 the original Ghost has become the most successful model in Rolls-Royce’s long history, which he attributed to it being a car that owners could enjoy driving or being driven in.

He added: “They also appreciated the car’s pared-back simplicity, or as they put it, ‘a slightly smaller, less ostentatious means to own a Rolls-Royce.’ Going further, our clients expressed an ardent desire for even more minimalism in design.”

Müller-Otvös said the firm’s research showed that trend reflects a wider movement among luxury customers towards what Rolls has termed ‘Post Opulence’ – a move “towards luxury objects that celebrate reduction and restraint”.

Analysis: How Rolls-Royce is redefining luxury design

While noting that Rolle-Royce models will always “inspire greatness and present a sense of theatre and magic”, Müller-Otvös said the new Ghost, which has taken five years to develop, will reflect that movement towards reduction.

“Ghost is the purest expression of Rolls-Royce yet,” wrote Müller-Otvös. “It distils the pillars of our brand into a beautiful, minimalist, yet highly complex product that is perfectly in harmony with our Ghost clients’ needs and, I believe, perfectly in tune with the times in which we are all living.”

The new Ghost will switch to the latest version of the firm's aluminimum platform also used for the Phantom and Cullinan, and Müller-Otvös noted the only components carried over from the successful original were the Spirit of Ecstasy figurehead and umbrellas.

The Ghost will be launched with a digital event later this year, which Müller-Otvös wrote would be preceded by a series of four animations giving an insight into “what we believe is the most sublime expression of Rolls-Royce yet.”

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Rolls-Royce Ghost

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5

27 July 2020

Should look less like something Toad of Toad Hall drives, then.

27 July 2020
As drawn by E H Shepard, was elegant and refined.

27 July 2020
beechie wrote:

As drawn by E H Shepard, was elegant and refined.

 

Quite apart from the over-complication issue, is there also an argument that an S Class or a Range Rover is actually a more luxurious experience most of the time by virtue of being less ostentatious? i.e. 95% of the luxury and refinement without all the gawping? I've had some interesting wheels in the past (though never to the level of a Rolls) and after a while worrying about where to park and having everyone staring at you starts to grate. 

27 July 2020

I like the look of that simple sketch and the multi-use of the word "minimalist".  The Phantom has never looked right to me and the second iteration is too fussy in some of its detailing.  Apart from their immense size, both seem to look ungainly - tall and narrow - especially from the three-quarter rear, and the latest interior seems to take too much inspiration from a 1950s radiogram!  Hopefully the next Ghost will be more a thing of beauty inside and out, not that I'll ever be able to afford one!

27 July 2020

What a load of pretentious waffle.

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