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”.
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.”