There are very few brands in the world that have the international clout of Rolls-Royce. Just imagine the number of times you’ve heard someone proclaim something along the lines of: “this is the Rolls-Royce of toasters.” You can remove the toaster, add any product you like and it still makes sense. Frankly, money cannot buy such pedigree positioning.
The point is Rolls-Royce is a car company, founded by Henry Royce and Charles Rolls, that has been around since 1904 continually manufacturing the 'best cars in the world'. So much so that more than six out of ten of all Rolls-Royce motor cars built are still roadworthy today. Therefore, when a company like this gets on the phone and invites you to come and visit its new factory, drive all its existing models as well as exclusively discover its bold new, smaller and more economical saloon, you accept without hesitation.
Allow me to start with a small recap of the company’s recent history. In 1998, Rolls-Royce Motors (the car division comprising the Rolls-Royce and Bentley brands) was put up for sale by its then owner, Vickers. The most likely buyer was BMW, which was already supplying engines and other components to Rolls-Royce and Bentley. However, BMW’s final offer of 340 million GBP was considerably less than Volkswagen's 430 million GBP.
A stipulation in the ownership documents of Rolls-Royce dictated that, in the case of the automotive division ever being sold, Rolls-Royce plc (the aero-engine maker) would retain certain essential trademarks such as the Rolls-Royce name and logo. Unfortunately for VW, Rolls-Royce plc chose to license to BMW, with whom it had had many joint business ventures at the time. To further complicate matters, VW had already bought the rights to the Spirit of Ecstasy bonnet ornament and the signature radiator grille. Yet without the licensing of the name it had no authority to build Rolls-Royce cars. Likewise, BMW could not build the cars without the trademark Rolls-Royce grilles and mascots.
A compromise was finally found. BMW bought an option on the trademarks, licensing the name and Rolls-Royce logo for 40 million GBP, a deal that many commentators thought was a bargain for possibly the most valuable property in the deal. VW claimed that it had only really wanted Bentley anyway, so from 1998 to 2002 BMW would continue to supply engines for the cars and would allow use of the Rolls-Royce trademarks, but this would cease on January 1st, 2003. As of that date, VW would keep the factory at Crewe as well as the rights to the Bentley brand; BMW took just the Rolls-Royce name. The divorce was finalised.
The first thing BMW did was to search for a new factory site. Naturally it should be in Britain - the home of Rolls-Royce - but other aspects had to be taken into account too. Chiefly, they were to find a site large enough for possible future expansion, somewhere with good transport links, access to a test track and most importantly they needed a location close to a skilled workforce. What's more, because many Rolls-Royce customers would wish to visit the plant, it was important that it should be in an attractive part of the country. Eventually Goodwood was chosen as the only place to fulfil all these criteria, and I was to be among only a handful of Middle Eastern journalists ever to be granted access here.
The first day of the visit got off to the right start. After a full English breakfast at the hotel, our group was given a briefing about the selected routes we would be driving before being given the keys to a Phantom, Phantom Drophead Coupé and a Phantom Coupé. Three cars that ooze hand-built craftsmanship, exclusivity, head-turning style, size, as well as power aplenty. I started with the Phantom, Rolls-Royce’s first vehicle following BMW’s takeover.
The Phantom four-door is a saloon like no other. At a length of 6-metres and at almost 2-metres in width, this car needs a captain not a driver. It’s brutally large with its mammoth Pantheon-style grill; the front end is almost farcically tall and imposing. The Spirit of Ecstasy bonnet ornament and massive D-pillar hark back to the days of classic Rolls-Royces yet combined with its more modernist elements the overall effect is an extraordinary blend of aggression, presence and tradition. Strangely enough once you get in and give it a go, the daunting size of the car seems to shrink around you. Immaculately appointed with stunning chrome details, exquisite leathers, faultless wood veneers and deep pile carpets you are closeted and comforted beyond anything you can imagine. That’s a good thing because in this sort of car you're unlikely to be the one driving, so making life as best you can for the passengers is truly the Phantom’s raison d’être. The only downside I could possibly identify was that the rear headroom should have been better for such a colossal car. I was told it was due to the theatre-style rear seating and if you buy an Extended Wheelbase Phantom with the optional twin, independent, electronically adjustable rear seats then there will be plenty of headroom. Good to know.
Next up was the Phantom Coupé, which though based on a Phantom saloon is almost a quarter-of-a-metre shorter than its sibling. Rolls-Royce has gone to some lengths to ensure that the driving experience is a bit edgier in this car. Stiffer rear dampers and modified spring rates firm up the suspension without noticeably affecting ride quality. There’s also a thicker rear antiroll bar that is said to reduce body lean in hard cornering and the steering wheel rim is slightly thicker and supposedly offers more road feel. Lastly, a new Sport button on the steering wheel activates a more aggressive transmission mode. These tweaks don't exactly turn the Phantom Coupé into a sports car, but they do make for a more driver-centric experience. The Coupé will accelerate smartly and you’ll enjoy a surprising sense of precision through corners given its daunting size and weight. If I were buying this car I’d definitely go for a few additional extras such as the visible exhaust tips, a brushed stainless-steel bonnet and the starlight internal headliner. Overall I found the Coupé to be the most driver-oriented car in the Phantom family.
Last and certainly not least was the Phantom Drophead Coupé, or convertible in laymen’s terms. You’d have thought it would simply be a Phantom Coupé with the top chopped off, yet the two cars have very different characters. This one is a little softer, looser and more of a wafter. It was not made to tear around briskly, but rather to cruise majestically. Opening that seven-layer roof, stowing it behind the stunning teak decking and enjoying the elements from your regal and elevated position is actually one of the most singular experiences you could ever have the fortune to enjoy. Yes this may be the first Rolls-Royce convertible in history to ever be priced at more than 400,000 USD but it is also the most pleasure-inducing car on the road today, there’s just nothing like it. This car offers pomp and ceremony like no other; trust me if you can afford it – go for it.
After a happy day of cruising the English countryside, we stopped for another hearty meal, this time at the Four Seasons in Hampshire. Then it was off to the factory to meet the Rolls-Royce Bespoke team. This was a real eye-opener, as I had no idea that you could tailor the entire car to your taste. Apparently Rolls-Royces are intended to be customised and as such the craftsmen will meet almost any request. The most common customisations are the exterior and interior colours. Basically for an added fee, Rolls will paint your Phantom and tan its leather in any colour you provide. You don’t want normal leather? No problem, any cloth or animal skin can be worked with. Want to use the wood from the trees in your estate? Of course, sir. Now don’t get too excited yet because they can do much more than that. Need a place for your binoculars? No problem. How about a drinks cabinet? Easy. How about a space for the hunting rifles? A trifle. Indeed we were shown classified pictures of many clients bespoke customisations but unfortunately I am not able to tell you about these. Suffice it to say anything can be done, although sometimes I wished that wasn't the case.
Our second day was another exciting one. We were to discover the brand new Rolls-Royce Ghost. This car is quite something. After some careful scrutiny I found it not only to be perfectly proportioned, beautifully appointed and stunning inside and out, but it actually had more headroom than the Phantom even though it’s considerably smaller. Priced to be more affordable to the general public I think this car will be a huge success although I must save judgement till I actually get to test-drive it early next year.
Finally our trip was to end with a visit to the factory where all the cars are hand assembled - a place where cutting-edge engineering and technology meet the finest craftsmanship skills. The factory must be an inspirational place to work thanks to its extensive use of glass providing natural light throughout the interior. Externally, it’s actually quite hard to see the factory until you are bang in front of it. That’s because it has been sunken into the ground, almost like a bunker. The roof is covered in thousands of sedum plants that not only look beautiful as they change colour with the seasons but they also provide insulation to save heating energy in the winter months. The environmentally aware manufacturing plant does a great job at blending into the environment and it’s even sympathetic to it. It is a demonstration in uncompromising excellence, the driving force behind this indomitable brand.
As ever, the theme is resonating among a select clientele. Earlier this year, while mass-market automakers were experiencing plummeting sales, Rolls-Royce posted its 2008 results. Incredulously they showed a sales improvement, building on the five years of consecutive growth the company has experienced since re-launching itself under the BMW umbrella. Of course much of this growth is due to the recent introductions of the Phantom Coupé and Drophead Coupé yet the Phantom saloon (including the Extended Wheelbase version) still accounted for half of the all units sold. With the introduction of the Ghost next year, the Spirit of Ecstasy looks bound to ride the high for a while yet.
www.rolls-royce.com
SPECIFICATIONS
Phantom
Engine: 6.75-litre V12
Power output: 453 bhp
Top speed: 240 km/h
0-100 km/h 5.9 sec
Phantom Coupé
Engine: 6.75-litre V12
Power output: 453 bhp
Top speed: 250 km/h
0-100 km/h 5.6 sec
Phantom DHC
Engine: 6.75-litre V12
Power output: 453 bhp
Top speed: 240 km/h
0-100 km/h 5.8 sec
Ghost (unconfirmed data)
Engine: 6.6 litre turbo-charged V12
Power output: 563 bhp
Top Speed: 250 km/h
0-100 km/h 4.7 seconds
