The Future Of Rolls-Royce: SUV, Full EV, And Phantom At The Top
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CEO Torsten Müller-Ötvös explains how Rolls-Royce will continue to offer “the benchmark of luxury products.”
Rolls-Royce Motor Cars CEO Torsten Müller-Ötvös wears a confident smile, seated on a couch at the Park Hotel Vitznau just outside of Zurich, Switzerland. The brand?s communications director, Richard Carter, presents the eighth-generation Phantom sedan to assembled members of the media, using phrases like ?the benchmark of luxury products? and ?the best that human kind can do in terms of luxury automobiles.?
He?s right, too. This 2018 Phantom ? the eighth iteration of a nameplate that has existed for 92 years ? is a stunning, impressive machine (stay tuned for our First Drive next week). But this is much more than just the launch of a new car. As Müller-Ötvös explains during a roundtable discussion, Phantom points the way forward for the future of Rolls-Royce.
That starts with a new foundation, appropriately named the Architecture of Luxury. It?s a fully scalable aluminum platform that?s unique to the brand, and following its launch with Phantom, it?ll go on to provide the bones for every future Rolls-Royce product. Gone are the days of Rolls-Royce vehicles using borrowed platforms from parent company BMW. It just isn?t right for the brand, Müller-Ötvös says.
Rolls-Royce is ?the best that human kind can do in terms of luxury automobiles.?
First and foremost, Rolls-Royce will launch a sport-utility vehicle, codenamed Pr...
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