Rolls-Royce introduced in London, a vision vehicle that epitomizes the future of bespoke automotive luxury – the new Rolls-Royce Vision Next 100. This new vision vehicle is a personification of what Rolls-Royce sees as the future of luxury mobility as dictated by luxury customers’ personal visions and their desire for an effortless riding experience in Grand Sanctuary that project their power and status with a Grand Arrival.
The Rolls-Royce Vision Next 100 is a result of months of study and consultation with current clients. This ensures that this vision vehicle reflects their expressed desire for the carmaker to assure that its plans for the future of luxury personal mobility will still embody the main elements that have ushered the brand to become the preferred marque of the most discerning and powerful patrons in the world. In addition, the Rolls-Royce Vision Next 100 assures the marque’s present and future customers that in the future, the marque will still reject the notion of anonymous, utilitarian and bland future modes of mobility.
By intimately understanding the demands of its customers in the future, the brand is able to come up with a vision vehicle that is not only very appealing and beautifully luxurious, but one that also provides effortless, autonomous and spacious luxury mobility that is as personal as each customer.
In March 2016, the BMW Group launched its centenary celebrations and announced four vision vehicles: the BMW Vision Next 100, the MINI Vision Next 100, the BMW Motorrad Vision Next 100, and the Rolls-Royce Vision Next 100.
With the end of production of the seventh-generation Rolls-Royce Phantom -- regarded as "the best car in the world" – the brand has completed the first phase of its revival under the BMW Group. Moreover, the huge success of the brand’s Phantom, Ghost, Wraith and Dawn models have laid a strong foundation for an exciting new chapter for Rolls-Royce, as driven by its restless commitment to always look forward.
Now, the Rolls-Royce Vision Next 100 allows the brand to explore the future of luxury mobility, providing a clear glimpse of possible needs and wants of its rich patrons in the future. Rolls-Royce Motor Cars design team, led by Director of Design Giles Taylor, presented themselves quite a question that should underpin the Rolls-Royce Vision Next 100: "How can we recast luxury for the next 100 years?" This question led the team to further delve into the expectations of Rolls-Royce customers in the next decades and into how the brand sees itself meeting those expectations. Rolls-Royce very well understands that true luxury is deeply personal and that the key characteristic of its past and present models should prove essential to its future.
Thus, the design at Rolls-Royce came up with four key tenets that underpin the Rolls-Royce Vision Next 100 and embodies the future of luxury mobility: Personal Vision, Effortless Journey, Grand Sanctuary, and Grand Arrival. With the Rolls-Royce Vision Next 100, the brand effectively refused to agree to the opinion that personal mobility in the future will be underpinned by utility and function.
The Rolls-Royce Vision Next 100 is the marque’s example of a no-compromise, fully autonomous and personalized vision of future mobility that assures a strong emotional link between customers and their car. There could be more personal visions of a Rolls-Royce of the future. After, Rolls-Royce expects customers – their tastes and preferences – would play a big role in the exact design and the configuration of their own cars.
In keeping up with the spirit of the great coach-built cars of the past, Rolls-Royce will create and built the chassis of the future from the most advanced materials and employ a zero-emission powertrain. It is foreseen that, thanks to advanced manufacturing technologies, customers would have a role in the design -- the shape, size and silhouette -- of their personal Rolls-Royce vision.
This means that customers of the future will commission their personal vision while the carmaker will design and craft these cars – thereby heralding the return to authentic coach-building. In a sense, the Rolls-Royce Vision Next 100 is the vision of the marque’s design team, whose deep understanding of the Rolls-Royce customer of the future and the future automotive world has allowed them to come up with a concept that would not only serve but also augment its owner. Taylor remarked that the Rolls-Royce patron will still be a famous figure in the future, with the Rolls-Royce Vision Next 100 playing a key role in lives of these patrons.