New Rolls-Royce to be ‘Effortless… Everywhere’

Rolls-Royce 001This morning, Rolls-Royce Chairman Peter Schwarzenbauer and Chief Executive Torsten Mueller-Oetvoes have confirmed something we’ve all been expecting for a while: the company will officially be building its own interpretation of a luxury off-roader, a vehicle it describes as ‘a car that offers the luxury of a Rolls-Royce in a vehicle that can cross any terrain’.

The 111 year old Goodwood based luxury manufacturer has received enthusiastic support for an off-road capable model from all areas of the motoring community and will now make it a reality. The team tasked with developing the new model will be led by Director of Design Giles Taylor, with the straightforward aim of being ‘Effortless… Everywhere’.

Chief Executive of Rolls-Royce Motor Cars, Torsten Mueller-Oetvoes said, “I am proud to confirm that Rolls-Royce Motor Cars is developing an all-new, high-bodied Rolls-Royce designed to satisfy the contemporary, highly mobile lifestyles of our discerning clients around the world. I am confident that this new Rolls-Royce will fully deliver on our brand’s promise of supreme luxury while at the same time being Effortless … Everywhere. The journey towards this all-new Rolls-Royce begins now and we will keep our customers, enthusiasts and media informed of our progress along the way.”

The open letter issued today sums up the new model as being:

  • A car that offers the luxury of a Rolls-Royce in a vehicle that can cross any terrain
  • A car that meets our customers’ highly mobile, contemporary lifestyle expectations
  • A Rolls-Royce that is as much about the pioneering, adventurous spirit of Charles Rolls as it is about Sir Henry Royce’s dedication to engineering and innovation
  • A car that appropriately reflects Rolls-Royce’s brand promise of effortless luxury
  • A high-bodied car, with an all-new aluminium architecture
  • A unique new motor car worthy of carrying the Spirit of Ecstasy into the future

It’s been twelve years since Rolls-Royce Motor Cars started its era of ownership under BMW, with the Phantom being its first model. Since then Ghost and Wraith have been successfully introduced to high acclaim. Rolls-Royce does have a history of its vehicles being used in challenging conditions across the world, especially in events such as the Alpine Trials.

Chairman of Rolls-Royce Motor Cars and Member of the Board of Management of BMW AG, Peter Schwarzenbauer added “Rolls-Royce is the ultra-luxury cornerstone of the BMW Group’s premium brand strategy and we will continue to strongly support Rolls-Royce Motor Cars as it moves, confidently, into this new phase in its development.”

And remember, Sir Henry Royce famously said: “When it does not exist, design it”.

Rolls-Royce 002

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