Rolls-Royce has recently announced the name for the much-anticipated 200EX concept at the Shanghai Motor Show: The Ghost replaces the RR4 internal code.
With a name like that, it’s anyone’s guess how the car will sell to the Chinese, who are sticklers for auspicious names.
Rolls-Royce, of course, is spirited about the car’s future. CEO Tom Purves, 60, tells Torque during his visit to Singapore that the new model, to be introduced later this year, will triple total Rolls-Royce sales. He believes the new range will sell twice as well as the Phantom.
“Rolls-Royce has always been at its strongest when we have two models (concurrently),” he says, referring to the glory days in the 1920s (with the Twenty and the Ghost) and the 1970s (with the Silver Shadow and the Phantom).
But in such economic uncertainty, it begs one to question the commercial success of such a luxury car. After all, a Rolls-Royce is the epitome of motoring luxury and it’s not exactly the best time to be flaunting one’s wealth – lest you give business partners or employees the green eye.
Interestingly, Purves reveals that 85 per cent of prospective owners who have expressed an interest to purchase the Ghost have never owned a Rolls-Royce.
“This means we are appealing to a wider audience,” he says confidently. “The Ghost appeals to customers whom the Phantom did not appeal to. If you are mainly using a driver, the Phantom is the car of choice. On the other hand, if you want to wear your sports coat, the Ghost fits that bill.”
Purves also believes the wealth distribution and affordability today make his cars more accessible. Luxury brands like Rolls-Royce are able to tap into the previously closed Russian and China markets, where the new rich are flourishing. He also compares the cost of buying a Rolls-Royce in 1906 with today: “The price of a Silver Ghost in modern day currency is equivalent to £1 million. That’s three times the price of today’s Phantom.”
It also helps that the new Roller has a lower price point, which means more members of the millionaire club can join the ranks of Rolls-Royce ownership. Furthermore, Purves notes the trend of sporty 4-door sedans, such as the Porsche Panamera and Lamborghini Estoque.
“Sports car manufacturers are spying a land where they think they can increase their business – the three-box sedan has morphed into a three-box coupe, like the Mercedes-Benz CLS-Class, for example.”
When asked if the “Baby Rolls” is an extension of the BMW 7 Series – like what the Maybach is to the Mercedes-Benz S-Class – he is hasty to point out that “only” 20 percent of parts on the Ghost are sourced from BMW, and “not necessarily from the 7 Series”.
Like the great salesman he is, he swiftly swings the focus to how the post-Vickers Rolls-Royce has benefited from its new BMW ownership.
“The benefits that Rolls-Royce get from being associated with BMW truly comes from the research and development that goes into materials, safety and electronic technologies – all of which are extremely expensive,” he says. “Just the things that don’t influence the brand but are necessary in the car to comply with emissions and safety regulations.”
So what else might be up Goodwood’s sleeves? Purves shares that while the BMW Group has electric propulsion solutions, his uberluxe limos will not employ such green technologies just yet – or until battery technology allows for a greater driving range, as most Rolls-Royce owners typically use their cars to cover long distances, according to Purves.
“We have nothing planned. But in many ways, the dynamic delivery of electric power suits the brand: it’s quiet, smooth and elastic. All of these things are valuable to us,” he explains. “We also know our customers are not so concerned about what’s under the bonnet. They simply want the performance and efficiency.”
So with the possibility of a “green” Rolls-Royce in the future, it leaves one to wonder if the company will go the other extreme to follow Porsche and Aston Martin’s cue in dabbling with the sports utility vehicle market. (Aston is said to be reconsidering the Lagonda after the terse reception it had in Geneva. – Ed)
Purves replies nonchalantly: “No, we will not have an SUV. It is something that others do perfectly well.
“But the values you have to put into developing an SUV to meet our standards will, frankly, be very high – and the results may not be as good.”
