As Rolls-Royce Motor Cars created excitement last week with the reveal of its new ultra-luxury, sleek electric Super-Coupe Spectre, it raises an interesting dilemma about how automotive brands navigate the transition period before going all-out electric. In the case of the luxury marque, what is the next phase for Rolls-Royce Phantom?
The stated ambition of Rolls-Rolls is to have its entire product line fully electric by 2030. So, how to keep the momentum going and of course sales buoyant for the petrol-fuelled range? While Ford has just announced it is ditching the Ford Fiesta, the world’s best-selling car, Rolls-Royce’s approach has been the opposite – nurturing and investing in its legacy range.
The jewel in Rolls-Royce Motor Car’s crown is undoubtedly Phantom, with the 7th generation launched in 2003, the Drophead Coupe in 2007 and the 8th generation Series II in 2017. In 2022 the marque did something rather remarkable. They invited media from markets all over the world to their first major initiative post-pandemic to discover the new expression of Phantom Series II 8th generation. In keeping with the spirit of Phantom, the car Rolls-Royce unapologetically describes as “the best car in the world”, this was indulgent in the true meaning of the word. Automotive brands tend to make a splash with a new concept car or the launch of a new model, such as Spectre, but this was a deep immersion into its new iteration of Phantom’s mid-life phase.