Rolls-Royce considers a new series of coachbuilt, limited-edition models

Article by Christian A., on September 27, 2013

Rolls-Royce is thinking of ways to create low-volume, limited-edition models with modified bodywork as part of plans to widen its model lineup. Rolls-Royce takes inspiration from what parent BMW has accomplished with lessening the cost of carbon fiber for its new i-Series electric and hybrid models.

It used to be that outside coachbuilders would bring with them a rolling chassis and a drivetrain to build the body of several Rolls-Royces. Griffel says that it won’t go to that extreme since homologation rules would call for the extremely expensive crash-testing of every variation.

Rather, the car will keep its inner structure and will use carbon fiber for the strategic reshapings of its outer panels. Even if composite materials are costly, they’re more affordable than steel or aluminum panels.

The low-volume, limited-edition models such as these may be an alternative for Rolls-Royce to increase its exclusive high-end appeal without having to go into the less stylish world of high-end SUVs. Over 90% of what Rolls-Royce currently offers has some type of bespoke features, indicating that there’s demand for even greater exclusivity.

At the time when Rolls-Royce Motor Cars decided to add to its Phantom family of models, the words of company co-founder Sir Henry Royce revealed everything that designers, engineers and craftspeople set out to accomplish: Take the best that exists and improve it.

This memorable cri de coeur came to delineate the critical changes made to the marque's pinnacle vehicles when debuted in 2012, and proceeds to resonate firmly from the design studios to the assembly hall at the Home of Rolls-Royce at Goodwood today.

However, that was only a piece of Royce's well-known quote. Take the best that exists and improve it: when it doesn't exist, create it.

These words brought about the advancement of Rolls-Royce Wraith: nothing like it has ever occurred in the Rolls-Royce portfolio, nor to the broader automotive world.

This philosophy is saturated with Rolls-Royce legacy. It can be found in the ingenious soul and cars that characterized the organization in the mid-twentieth century - adventures that occurred on land, sea and in the air, that once drove Rolls-Royce to three back-to-back world speed records.

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