You thought it would go on forever, but even a car as exquisite as the Rolls-Royce Phantom cannot survive in today’s market without reinventing itself and incorporating new trends. It had a good run though, and after 13 years of ruling the super luxury segment the car is now retiring, opening up space for a brand-new model.
The current Rolls-Royce Phantom, known at the factory as the Phantom VII (the seventh generation from Phantom I built in 1925), marked the renaissance of the brand in 2003 when BMW acquired the business and vowed to make RR the definitive brand in luxury motoring again. Whichever way you look at it – sales, bespoke models, inspiring new models – they have been completely successful in implementing their vision. In all its years in the market the Phantom was never really challenged by any other car. Heck, it saw the coming and going of two new Maybach generations in that time, and that kind of says it all.
So the story of the Rolls-Royce Phantom VII is one of utter and complete success. But the work is just beginning for the company’s brass, because they now have to come up with the replacement, the difficult second album. We just hope they stay true to the values of Rolls-Royce and its longstanding traditions.
Marking the end of production for Phantom VII is a special model boasting nautical theme imspired by 1930s ocean liners. Commissioned by a collector, the highlights of the final car include Blue Velvet exterior, twin coachline with ocean liner motif, Powder Blue leather interior with tone-on-tone embroidery, lambswool carpets which feature a hand-cut wake effect, unique clocks on the dashboard and partition wall, and a solid sliver Spirit of Ecstasy.
“From its introduction a little over 90 years ago, every motor car that has borne the title ‘Phantom’ has reset the standard by which all other luxury goods are judged,” said Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars. “As Phantom VII gracefully leaves the stage, having defined the first chapter in the renaissance of Rolls-Royce, we look forward to building on its remarkable success with the imminent arrival of its successor. A bold, new statement built on an all-new architecture promises to light the future of the world’s most celebrated name in luxury.”
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