ROLLS-ROYCE GHOST
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Back in 2009, Rolls-Royce introduced a new addition to its portfolio borne from the demands of their exclusive client base. Now, using the same customer focussed desire for perfection, the Ghost name is reinvented once again. Its decade-long market presence enabled the marque’s Luxury Intelligence Specialists to gather vital information about developing behaviours in how Ghost clients use their car, how they commission it and how they perceive Rolls-Royce. The results from this research have led to the creation of the most advanced Rolls-Royce ever produced. During this time, the team at Goodwood were working hard in developing the marque's proprietary aluminium spaceframe architecture - first used on Phantom, then Cullinan - unique to Rolls-Royce. As the demands on Ghost from clients grew, the designers and engineers were able to respond and adapt by
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incorporating new technologies such as all-wheel drive and allwheel steering into New Ghost However, it wasn't just in the driving where existing clients wanted to see change. Style and aesthetics experienced a dramatic shift, not only on a general basis, but more specifically in the ultra luxury market where shouting about wealth was becoming much less favourable. Named ‘Post Opulence’ internally, this aesthetic shift is characterised by reduction and substance, celebrating exceptional materials. Taking a limited, intelligent and unobtrusive approach to design, reducing and removing the use of superficial treatments, New Ghost is purposefully crafted to ensure that every aspect is designed as a necessity leaving clean lines and sleek, uninterrupted surfaces.
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