Make way for the new Rolls-Royce Phantom

When you are the self-styled builder of the best car in the world, you tend to attract a certain clientele. Although Rolls-Royce has discreetly reversed away from that particular boast – more of an albatross than a job description – the task of replacing the Phantom isn’t for the faint-hearted. This isn’t just its flagship model, it’s also the car with which the BMW Group announced the brand’s gigantic reboot at one minute past midnight on 1 January 2003. They even called it “the last great automotive adventure”. Follow that, eh…

Well, here’s the answer. “Every one of our customers – connoisseurs of luxury in the extreme – was asking me for something more individual to them, not less,” Rolls-Royce CEO Torsten Müller-Ötvös says. “I was adamant that’s what they should have.”

Words: Jason Barlow
Photography: Alex Howe