Phantom: Rolls-Royce unveils its “pinnacle of luxury”

LONDON, ENGLAND, UK (JULY 26, 2017) (REUTERS) – Its founder once said “take the best that exists – and make it better”, and that’s what Rolls-Royce Motors says it’s done with the eighth version of the Phantom.

The luxury brand says the reinvention is its quietest yet, and will be one of the most sought after luxury items in the world.

From rock stars to royalty, the Phantom is for its fans the car that keeps on giving, having being reinvented eight times over the past 90 years.

An exhibition at auctioneers Bonhams in London to celebrate the new launch reveals some of the Phantom’s most famous customers, including John Lennon, Fred Astaire and the Queen.

The price tag for the new Phantom could reach up to half a million dollars, and even a pull-back in luxury demand from China has not hampered Roll-Royce’s outlook.

Sales at the BMW subsidiary grew 6 percent in 2016, delivering over 4,000 vehicles around the world.

But as the UK, among others, announces plans for a ban on new petrol and diesel cars from 2040, a change of direction towards electric propulsion will be on the cards at some point.

For now though it’s focussing on the new version’s 6.75 litre twin-turbo V12 engine, which Rolls Royce calls the “silently beating heart of the New Phantom”.