FacebookGoogle PlusLinkedIn

Rolls-Royce Phantom opens doors for an electric future

Rolls-Royce is in a peculiar position when it comes to imagining the future of luxury transportation. The 112-year-old motor company is the very definition of a luxury car, but much of its auspicious reputation is based on its embodiment of classical luxury, in the tradition of Beethoven, and delectable suicide doors. Rolls-Royce customers expect the best, and as the brand focuses on wooing a younger customer base, tasteful, top-of-the-line technology is becoming paramount to those expectations. The look, tactile feel, and the user experience of that technology fall on its design department to imagine. Giles Taylor is charged with striking that careful balance as design director of Rolls-Royce. His most contemporary response is the brand’s flagship model, the Rolls-Royce Phantom, officially unveiled today in the UK. It is the eighth Phantom model to be produced in the history of the company.


The new Phantom is anything but unemotional. Sweeping curves disguise a myriad of sensors, including a touch-sensitive one on the door for valets to use at great affect. A new feature the brand calls “The Gallery” toys with the screen art of the car, featuring the work of commissioned artists as a backdrop option that spans across the dash. The instrument panel is digitized against a 12.3-inch display. Rolls-Royce markets it as “the most technologically advanced Rolls-Royce ever.” The clock, however, is analogue. While the Phantom was revealed publicly today, It was first seen in its aluminum space frame flesh at a private viewing for select customers and media in New York City in June. Both Taylor and Rolls-Royce CEO Torsten Müller-Ötvös were there to present the car and describe its nuances. Pageantry is essential to the presentation of a new Rolls-Royce. The brand, owned by parent company BMW, makes every effort to distinguish itself as a distinctly unforgettable British, super luxury car-maker.


How this translates into the modern-day eighth generation Phantom is alluded to in design elements such as the shape of the grille, which is presented flush to the car. “We wanted to start to get the grille as an expression of the car rather than a standalone piece, Taylor said. “Does it really need to be there to hide a combustion engine? Finally, the aesthetics can start to grapple with that new sense of freedom.” In a company that grapples with maintaining its classic identity, these structural changes are not made lightly. In a Rolls-Royce, each part of the hand-built interior feels like a jewel.




“All Your Company Information Technology Needs Under One Company”

3355 Lenox Road Atlanta, GA 30326


(888) 511-0143 OR (706) 406-5914

“As a registered SAM.gov company, we service government entities across the entire US and Canada”

“LIKE” us on Facebook at: http://www.facebook.com/itgurusatl / “FOLLOW US” on Twitter: http://www.twitter.com/itgurusatl / “CONNECT” with us on LinkedIn: http://www.linkedin.com/in/itgurusofatlanta/


Call Now To Get Started!

(888) 511-0143 or (706) 406-5914

Contact Us
close slider

Contact Form

Fields marked with an * are required