While Geely (the Zhejiang Geely Holding Group) today has design studios in Europe and Asia with world-class designers who create original styling for the group’s products (which include Proton), there was a time in the early days when Geely’s cars were essentially adaptations of models by other manufacturers. Some may call it ‘cloning’ or outright copying but it depends on the way and the circumstances one manufacturer uses the design of another company for its own product.
In the case of Geely, originally established as a refrigerator maker in 1986, the first car produced by the company called the Haoqing (HQ) in 1998 was adapted from a Daihatsu Charade (the G100 generation). However, it was permitted by FAW Tianjin, which was Daihatsu’s partner in China and had itself adapted the basic Charade design. Geely incorporated a Mercedes-like front end and people who went to China and saw the HQ would often tell their friends about a ‘Mercedes hatchback’ which they saw there!
Geely’s first car – the Haoqing (HQ)
Ambitions to be world-class manufacturer
However, Geely also aspired to become a global player and in time, it developed its own capabilities in all aspects of automobile design and development. It recruited experienced designers, with Peter Horbury leading them. Horbury was originally design head at Volvo and was responsible for ‘throwing the box’ out of the Swedish cars and giving them curves and sleek lines suited to the 21st century.
Geely’s founder, Li ShuFu, has been an ambitious man all his life, and it shows in all that he has done, especially during the past 12 years. The Geely Group has a large number of brands in its portfolio and covers virtually every segment of the auto market almost to the peak. And he could well have also been thinking about the pinnacle too as Geely once came out with a concept model of what anyone would have mistaken for a Rolls-Royce model.
Rolls-Royce Phantom in 2009
Similar styling elements to a Rolls-Royce
It was the Geely Excellence (GE) which was displayed at the 2009 Shanghai Motor Show and as would be expected, the company refuted claims of copying a Rolls-Royce Phantom although there might be some elements that looked similar. Those elements would be the prominent vertical grille, large rectangular headlights and even a figurine on top of the grille, with the side view having a degree of similarity as well.
Meanwhile, Geely suggested that if the 5.4-metre long limousine was to be produced and offered for sale with a proposed name of ‘YingLun’, it might cost around £30,000 (around RM170,000) – about an eighth the price of a Phantom. Apart from the majestic proportions, the interior was as the saying goes, ‘fit for a king’ and indeed, it would be only the king alone as the concept model had only one seat in the back (a throne?). The single seat could have been also because the body was narrow (about 1800 mm) compared to a Phantom which was 1990 mm wide. In the front were seats for the driver and one more person, perhaps an assistant or a bodyguard.
Not considered ‘flattery’
Like every Rolls-Royce, the GE was also luxuriously appointed with wood, leather and wool, and equipped with a privacy partition, massage seat, a star-studded ceiling and a wine cabinet. The engine proposed was said to be a 3.5-litre V6.
The Rolls-Royce people did not consider that, in this case, ‘imitation is the sincerest form of flattery’ and were certainly unhappy that the GE was unveiled near its own Phantom at the motorshow. With the notable design elements protected by trademark registration, the British carmaker could have taken legal action, as the media speculated at that time.
Legal action was not taken
However, Hal Serudin, Corporate Communications Manager at Rolls-Royce Asia-Pacific, who was there in 2009, said that there was no legal action. “I remember that event well and one of my colleagues said ‘We are certainly not flattered by this’. Anyway, as you recall, they also mentioned a price for the car which would have been targeted at a segment of customers very different from those who buy a Rolls-Royce,” he told PISTON.MY.
2011 Geely Emgrand GE concept had no similarity to a Rolls-Royce.
There were different responses to Geely’s ‘re-invention of a classic’ and some regarded it as a very clear sign of copying. Geely took note and the GE evolved into the Emgrand GE in 2011 (shown above) with a massive chrome grille that had absolutely no visual connection to a Rolls-Royce. The concept model was shown at the 2010 Beijing Motor Show and had a plug-in hybrid powertrain with two seats behind.
Rolls-Royce Motor Cars has unveiled the Tempus Collection of the marque’s Phantom limousine with a design concept inspired by time, astronomical phenomena and the infinite reaches of the universe. Production is limited to just 20 units and at the time of publishing, we have been told that each of the twenty already has a customer waiting somewhere in the world.
“The events of the past year have caused many people, not least our clients, to re-evaluate their sense of, and relationship with Time. At a moment in history when so much in life seems ephemeral, our patrons are seeking solace in the unique timelessness, longevity and permanence offered by a Rolls-Royce motor car,” said Torsten Muller-Otvos, CEO of Rolls-Royce Motor Cars.
“It is thus the perfect moment for Phantom Tempus Collection – a magnificent incarnation of our pinnacle product, inspired by a mysterious celestial phenomenon and Time, which Albert Einstein, one of the greatest minds in human history, defined as a persistent illusion,” he said.
The design of the Phantom Tempus Collection encompasses various aesthetic and intellectual themes relating to time and the cosmos. A key component is a rare astronomical phenomenon, the pulsar, unknown until 1967 and found only in the deepest reaches of space (the nearest yet discovered is 280 light years, or well over 2,700 trillion kilometres, from Earth). These very dense, white-hot stars emit electromagnetic radiation in extremely regular pulses, making them some of the most accurate clocks in the universe.
Another aspect of time – the illusion of its standing still – is captured in the ‘Frozen Flow of Time’ Gallery. This unique artwork is housed in the fascia from which the clock is deliberatelyomitted to signify patrons’ freedom from time and its limitations.
A single billet of aluminium is milled to form 100 individually contoured columns, representing the 100-million-year period of a rotational spin of a pulsar star. Each column is black-anodised and hand-polished to reflect the light. As the eye travels along it, the whole structure, though entirely solid, appears to ripple and flex.
A description of the Gallery can be found on an engraved plaque in the glove compartment, together with this quotation from Albert Einstein: “The distinction between past, present, and future is only a stubbornly persistent illusion”.
A swirling, twisting pattern of stars is presented on the interior of the doors. Created by hundreds of illuminated perforations, additional perforations in contrasting leather add a greater depth and detail to the effect, providing an atmospheric aura even when not illuminated. The remarkable force of nature is rendered as a centrepiece in a Bespoke Starlight Headliner consisting of fibreoptic lighting and intricate Bespoke embroidery, creating the unique and beautiful Pulsar Headliner.
The exterior of the Phantom Tempus Collection is presented in a new Bespoke paint finish, Kairos Blue, created to embody the darkness and mystery of space. The paint incorporates jewel-like blue mica flakes, which glitter and glint as they catch the light, representing the stars. This effect is highlighted by black exterior detailing.
Gracing the bonnet of Phantom Tempus is the Spirit of Ecstasy, now in her 110th year, personalised with a unique date and location of particular significance to the client. A marriage, the birth of a child or even a major business success, can be engraved as a timeless reminder on the base of the iconic figurine.
As a finishing flourish, a unique accessory has been developed to accompany the Collection. Based on the widely acclaimed Rolls-Royce Champagne Chest, the Tempus Champagne Chest incorporates a distinctive element of the Collection. A pulsar artwork is hand-painted onto the table, below which, the perfectly appointed chest houses thermal flasks for chilling both champagne and caviar, four hand-blown crystal champagne flutes arranged to evoke the cylinders of a V12 engine and a fine mother-of-pearl caviar spoon.
In response to continuing travel restrictions and limitations on face-to-face interactions in dealerships, Rolls-Royce has created a Virtual Reality presentation for Phantom Tempus. Providing customers with a fully immersive, 360° walkaround of the Collection’s interior and exterior, they can enjoy the Phantom Tempus’ extraordinary presence at a time to suit them, wherever they are in the world.
‘Bespoke’ is customisation taken to a higher level and at the Rolls-Royce Bespoke Collective, consisting of designers, engineers and craftspeople, the limits of Bespoke are very high. Virtually any request will be met – while ensuring that safety is not compromised. In a world often dominated by luxury commodities designed for mass consumption, a Bespoke Rolls-Royce exemplifies the notion of true luxury.
A recent example is the latest Phantom Extended created in a 3-year collaboration between the customer and the Bespoke Design team, resulting in the creation of a deeply personal legacy. For the ultimate car enthusiast, Jack Boyd Smith, Jnr., this personal legacy features an unusual example of a rare species of Koa Wood.
Future classic for the JBS Collection
The realisation of Mr. Smith’s vision reflects both his personality and his love and passion for unique vintage cars. The one-of-a-kind creation joins his personal collection of more than 60 unique cars in The JBS Collection Museum. This latest Phantom Extended will undoubtedly become a future classic.
Referred to as the Koa Phantom, it is the first Rolls-Royce Phantom that incorporates Koa Wood, a rare species of tree that grows only on Hawaiian soil. The inspiration derives from Mr. Smith and his wife Laura’s love for the warmth and character of Koa Wood, having spent significant amounts of time in Hawaii. His ongoing connection to the Koa species is rooted deep within his family, with a Koa Wood rocking chair (pictured below) that has been a centrepiece in their home for many years.
Non-negotiable requirement
Mr. Smith was determined to bring the warm, familiar atmosphere of the wood to the interior of his Rolls-Royce. As they embarked on the creation, Mr. Smith quickly learned that his non-negotiable design would require allowing the craftspeople time to perfect their art. The unique Koa tree grows only in Hawaii and is protected in Hawaiian State and National parks. Koa Wood can only be harvested from private agricultural land and owing to the very specific growing conditions required, to find such a unique log from this extremely limited resource, is truly rare.
A Rolls-Royce Wood Specialist described the find as a ‘one in a million chance’. Some aspirant brands use more commonly available Koa Wood specimens but, for Rolls-Royce, only the finest example of this extraordinary species would do. Mr. and Mrs. Smith patiently waited for 3 years for their perfect veneer, as the Rolls-Royce Wood Specialist negotiated with a supplier for a highly prized log from his own, personal collection.
The specimen acquired displayed a unique depth of character rarely seen, with a figure in the grain that creates the effect of velvet. The craftsmen and women of the Rolls-Royce Bespoke Woodshop embraced the challenge of preserving this rich textural finish in the Phantom Extended.
Replicating an 80-year old finish
The Koa Phantom exterior shines a deep blue by day; by night, it is hidden in the darkness. The Bespoke ‘Packard Blue’ hue is colour-matched to Mr. Smith’s 1934 Packard Twelve Coupe, a rare motor car in his personal collection. Creating an exact match to an 80-year old finish was no small feat, and even included shipping parts from vintage cars to the Home of Rolls-Royce in Goodwood. After testing on more than 40 test panels, the formula was finally deemed a perfect match.
An elegant hand-painted coachline in Dove Grey runs the length of the deep, dark blue Phantom, matching the wheel centre pinstripes. The driver’s door bears the personalised initials ‘JBS Jr’ while the passenger door bears the initials of Mrs. Smith, ‘LAS’.
On opening the coach doors, a personalised treadplate reads, ‘Hand-built in Goodwood, England for Laura & Jack Boyd Smith, Jr.’ Across Phantom’s fascia lies the Gallery – an uninterrupted piece of glass behind which clients can commission unique works of art and design. For the Koa Phantom, the wood itself takes centre stage, preserved and exhibited at the heart of the car, showcasing its natural beauty.
Koa Wood embellishes the Dove Grey leather interior that is matched to the Packard Twelve and offset by Navy Blue highlights and piping. Above, a Bespoke handcrafted starlight headliner consisting of 1,420 fibreoptic lights on navy-blue leather, depicts the constellation of the night sky above Cleveland, Ohio, on Mr. Smith’s date of birth.
The Rolls-Royce monogram on the headrests is matched to the exterior finish while the rear compartment is adorned with a Champagne fridge, accompanied by a pair of crystal champagne flutes and decanter, engraved with the clients’ initials.
A Picnic Hamper too
A hand-crafted Koa Wood Picnic Hamper completes this unique project. Koa Wood, saddle leather and stainless steel are meticulously crafted in a process that takes more than 500 hours to complete. The saddle leather trim and interior leather is Dove Grey, matched to the interior of the one-of-a-kind Bespoke Phantom. Stainless steel features on both the exterior and interior of the hamper; with plaques that read, ‘Laura & Jack Boyd Smith, Jr.’
The hamper includes hand-made wine glasses and decanters from the Ajka Crystal factory in Hungary, famed for its traditional techniques. The stainless-steel cutlery is hand-made in England. The 12-piece set is produced to the highest standards by expert craftspeople using traditional polishing and grinding techniques – a tribute to British steel heritage. Wedgwood porcelain plates add a final flourish to the hamper.
For the past 110 years, a woman has been leading Rolls-Royce cars, always slicing through the air in full view of the occupants and others on the road. The woman is referred to as the ‘Spirit of Ecstasy’ and has been a defining feature of the Rolls-Royce brand. It is one of the most famous, iconic and desirable symbols of luxury in the world. Along with the black and silver ‘Double R’ logo and Pantheon Grille, the ‘Spirit of Ecstasy’ (also known as the ‘Flying Lady’) mascot is a signifier of Rolls-Royce Motor Cars and its Brand.
The Spirit of Ecstasy was officially registered as intellectual property in February 1911. Its design was based on a bronze statuette, called the ‘Whisper’, created for a motoring pioneer and early Rolls-Royce enthusiast Lord Montagu of Beaulieu in England.
Eleanor Thornton – the inspiration
The figurine was actually inspired by a woman, Eleanor Thornton, who was at the core of the ‘motoring-set’ which emerged from the Piccadilly-based ‘Automobile Club of Great Britain’ as the 20th century was born. Prominent in this group were Charles Rolls, aristocratic showman and partner of self-made engineering genius Henry Royce. Also among them was Charles Robinson Sykes, a bohemian artist and sculptor. His friendship with the maverick group led to his creating the ‘Spirit of Ecstasy’ – an emblem that has stood as an internationally-recognised symbol of perfection ever since.
Although born in Victorian times, Eleanor Thornton would have personified modernity – whatever age she graced. From a modest background, her intellect and charisma saw her rise through an elitist society. She became the central presence of an unsung, yet immeasurably influential coterie of mavericks; one that helped to shape the future of motoring.
Eleanor’s voice led them, and she was a mercurial force that galvanised the group, allowing them to stand together at the forefront of a new frontier of motor travel. Instead of gathering in stale members’ clubs and silent reading rooms, they much preferred the roar of the racetrack and the camaraderie of the workshop, feeding their liberal attitudes with the excitement of speed and competition.
They mastered the art of motoring at pace, over distances never believed possible and encased them in the comfort of luxury, setting the template for every sophisticated thrill seeker since. It was a feeling they would define as ‘ecstasy’…
And so Sykes, when commissioned by his patron , Lord Montagu of Beaulieu, to create a statuette, he used Eleanor as his inspiration. Her presence was crystallised in the form of an ornamental figurine. Challenging the social conventions of the time, her appearance became instantly iconic as they encapsulated the pursuit of personal liberty, and freedom from conformity.
Evolution of the figurine
The first Spirit of Ecstasy figurines were a statuesque height of about 18 cm. Today, the height is a more petite 9.5 cm, their dimensions influenced by safety considerations. Previously flexible at the base, she is now kept safely out of sight within a special housing in the bonnet until the engine starts. She then rises smoothly and gracefully by a precisely engineered mechanism known, not surprisingly, as ‘the rise’.
The company’s foundational connection between the automotive and art worlds continues today with MUSE, The Rolls-Royce Art Programme, a lead protagonist in the world of moving-image art.
“As an emblem, the Spirit of Ecstasy represents far more than just our company and our products. To our customers, she is a potent symbol, instantly and universally recognised – of success, endeavour, achievement and standing. In her beauty, simplicity, elegance and rarity, she encapsulates everything our customers seek – and find – in their Rolls-Royce motorcar,” notes Torsten Muller-Otvos, CEO of Rolls-Royce Motor Cars.
“Within our company, the Spirit of Ecstasy fosters pride and esprit de corps, uniting and empowering the Rolls-Royce family right across the world. She reminds us of our inheritance and principles, and inspiring greatness in all of us. Every car we build must be worthy of bearing her, because it is she that makes every Rolls-Royce, and our company, unique and complete,” he added.
In July 2020, Rolls-Royce Motor Cars unveiled the Wraith Kryptos Collection of 50 cars. As clients around the world begin to receive this highly limited model, they will also embark on decoding the mysterious messages found within the Bespoke elements of the motor car’s interior and exterior.
It’s a unique challenge created by Rolls-Royce Bespoke Designer, Katrin Lehmann, and only two people know what the secret code is – the designer and the company’s Chief Executive Officer, Torsten Muller-Otvos. The answer remains in a sealed envelope in the CEO’s safe.
“Wraith Kryptos is a Rolls-Royce Collection like no other. It is embedded with a cryptographic cipher and filled with mystery and intrigue. The first client to decrypt this code will receive a unique gift from Rolls-Royce in recognition of their extraordinary talent!” he explained.
The subtle clue
Designer Lehmann said that finding the ‘key’ is the first step in uncovering the mysterious code. It has now been revealed that the Spirit of Ecstasy, the figurine that graces the bonnet of every Rolls-Royce limousine, holds the key to uncovering this code. The word KRYPTOS is engraved in Rolls-Royce cipher around the base of the figurine, and with this information, clients will be able to embark on their cryptographic journey.
Mysterious messages inside and outside
With that subtle clue provided, the owners can embark on decoding the mysterious messages found within the Bespoke elements of the motor car’s interior and exterior. The seven deciphered characters around the figurine will aid clients on their journey of discovery as they begin to identify these letters on Wraith Kryptos’ complex fascia.
Similarly, the embroidery on the headrests translates as the double-R monogram, rendered in the cipher. The Bespoke team hopes that, together, these clues may provide a ‘way in’ that enables owners to attempt the puzzle.
Owner are invited to submit their efforts at cracking the code via the marque’s Whispers application for owners, from February 2021. The first to complete the puzzle will be awarded a unique and prestigious prize.
Customers of Rolls-Royce can personalise their car to almost any extent (as long as it’s legal) and most do, with the help of the company’s Bespoke division. And for those who just don’t know how they want something exclusive to look, the Bespoke division can also come up with many ideas which can be adapted further to the customer’s tastes.
One of the recent ideas presented is ‘Neon Nights’, a vibrant trilogy of cars. Inspired by nature, they are finishing in a newly developed Bespoke paint applied to the Black Badge variants of Wraith, Dawn and Cullinan.
Inspired by the natural world
Taking cues from the natural world – an Australian green tree frog, a Hawaiian tree flower and an exotic butterfly – these limited hues show a Black Badge model bolder in colour, appealing to patrons around the world who want to be different.
“Any pre-conceived notion that Rolls-Royce’s Black Badge variants all have to be black is comprehensively laid to rest by the super-solid Neon Nights colours,” said Sami Coultas, Bespoke Designer Colour & Trim.
Only three of each colour
Created initially for clients in the USA, three further iterations of each colour are available for commission worldwide, making a limited run of just four of each colour.
The Wraith Black Badge (above) is finished in Lime Rock Green, a near-luminous hue naturally bestowed on the Australian green tree frog, which Rolls-Royce Bespoke Paint Specialist Sami Coultas first encountered on a trip Down Under. The interior (below) is swathed in Scivaro Grey leather, with Lime Rock Green accents in the form of stitching and piping.
The striking Eagle Rock Red created for this Dawn Black Badge (above) mimics the flowers of ‘Ōhi‘a lehua, an evergreen tree native to Hawaii. The interior is finished in Selby Grey leather with Koi Red stitching and piping details.
For the Cullinan (below), the Bespoke Collective looked to an exotic butterfly, Rhetus periander for inspiration. Known as the Periander metalmark, this species is found across Central and South America; the vibrancy of its wings is faithfully captured on the Cullinan’s Mirabeau Blue finish. The Arctic White leather interior detailed in Lime Rock Green provides a dramatic contrast.
In all three cars, the Technical Fibre fascia is embellished with a spectacular graphic. The paint effect provides an intense neon glow and depicts the distortion of artificial light with speed.
The Neon Nights cars follow a suite of Black Badges that grabbed headlines at the 2019 Pebble Beach event. There, the Ghost, Wraith and Dawn were presented in Bespoke pastel colours. Such was the demand for these cars that the colour palette was embraced and developed, inspiring a new and dynamic colour palette for Black Badge.
The limitations of the COVID-19 notwithstanding, work still goes on at Rolls-Royce building cars and at the Bespoke department, the specialists continue to create exclusive cars for customers. One such project for a customer in the Middle East is the ‘Wraith – Inspired By Earth’, commissioned through Rolls-Royce Abu Dhabi.
The latest creation takes its design cues from the entire Solar System, and our own beautiful planet as seen from space. The exterior is finished in Royal Blue, representing the 75% of the Earth’s surface that is covered by water. There is also a hand-painted Emerald Green coachline incorporating the Sun and the eight planets of the Solar System – Mercury, Venus, Earth, Mars, Jupiter, Saturn, Uranus and Neptune.
The most striking feature, however, is the bonnet artwork, which depicts a satellite’s view (or that of an astronaut on the International Space Station) of the Middle Eastern region. Centred on the United Arab Emirates, the panorama extends across the Red Sea, the Arabian Sea and the Gulf of Oman, all meticulously air-brushed by hand – not just an artwork pasted on – in a process that took over 100 hours to complete.
By contrast, the interior aesthetic focuses on the Earth’s surface and the human and natural life that inhabits it. The seats are made from Moccasin leather to mimic the sands of the Emirates’ deserts; Navy and Cobalto Blue accents are suggestive of rivers and lakes and Emerald Green piping symbolises nature in all its forms. Arctic White ‘RR’ monograms and stitching hint at clouds and translucent running water.
The rear waterfall features a spectacular scene of atmospheric clouds rendered in minutely detailed embroidery using Photoflash technology. On the fascia, the Piano Milori veneer is embellished with a satellite image of the Middle East, so realistic that it appears to be a photograph but in fact is skilfully air-brushed.
The customer’s chosen theme is ideal for having the Bespoke Starlight Headliner overhead. Often showing constellations in the night sky, the headliner in this Wraith is embroidered to illustrate all the planets of Solar System, centred on the Sun.
Other Bespoke details include treadplates, a clock with metal radial background, and inlays showing the planets in silver, with planet Earth accentuated in gold.
“We’re used to clients bringing us grand visions for their Bespoke Commissions, but this provided a new perspective altogether. In our response to the brief, we’ve worked at both the ‘macro’ level, referencing the Sun and planets of the whole Solar System, and the much more personal ‘micro’ level, centring our view of the world on the place the customer calls home,” explained Michael Bryden, Lead Bespoke Designer at Rolls-Royce Motor Cars.
The Bespoke department is where customers’ most ambitious and personal visions are brought to reality by a collective of designers, engineers and craftspeople. Today, almost every car that leaves the Rolls-Royce factory has also been enhanced and personalised by the specialists Bespoke.
Before developing the new Ghost, Rolls-Royce Motor Cars consulted its customers extensively to ensure that they would provide exactly the sort of limousine the new generation of buyers expect and would want to own. One of the expectations was for a chauffeur-driven ‘business tool’ during the week to be able to transform into a serenely comfortable and dynamic self-driven saloon for the weekend.
The new Ghost Extended is the answer, offering enhanced rear seating space with no compromise to driving dynamics. It is 170 mm longer than the standard Ghost and the wheelbase has been stretched by the same length to 3465 mm. All the extra space available goes to the rear to create more legroom than any 4-seat sedan.
Engineered, not cut
Unlike some other limousines which gain their extra length by a crude cutting and welding approach (usually done by independent customisation companies), the Ghost Extended’s bodywork is originally engineered as an extended model. Beam-melted metal components are welded to the body-in-white, while parts made by multi-jet fusion and selective laser sintering are individually fitted.
Customer centricity has informed every step of the development process, which led to the Ghost’s minimalist design. The designers worked to cloak the extra length by only extending the rear door and body around the rear door apertures, preserving the lines of the car.
A suite of enhancements to the rear of the cabin reflects Ghost Extended’s flexibility. For the first time, a reclining Serenity Seat can be specified, offering a new dimension of rear seat comfort akin to a business jet cabin environment.
The rear cabin can also alter its environment, transitioning from business to leisure. For celebrating another contract signed or a birthday, there’s a champagne fridge provided between the rear seats. Designed with the advice of a Master Sommelier, the refrigerator operates two cooling modes, chilling to 6 degrees and 11 degrees C., The optimum serving temperatures of non-vintage champagne is around 6 degrees and vintage champagnes is around 11 degrees.
Technology without distraction
Rolls-Royce claims the Ghost is the most technologically advanced car it has ever created for sale. However, technological functions have been deployed with care to reflect customer demand for a serene environment, free from unnecessary distractions. Standard in all Ghosts is the new Micro-Environment Purification System which was described in an earlier article.
A suite of technologies enhances the driving experience in urban and country settings, as well as ensures safe motoring. This includes laser headlights with more than 600 metres of illuminated range and key safety enhancements such as a 7×3 high definition head-up display, vision assist with day and night-time wildlife and pedestrian warning, alertness assistant, active cruise control, collision warning, cross traffic warning, lane departure and lane change warning.
A 4-camera imaging system creates a panoramic view with all round-visibility and there’s also a helicopter view (which Rolls-Royce was the first in the world to offer many years ago) to help with parking. However, the owner can also use the self-parking capability and have the car positioned precisely with little personal effort needed.
For over 100 years, the figurine known as the Spirit of Ecstasy has been at the front of every Rolls-Royce car, providing instant brand recognition – although it would be hard to mistake a Rolls-Royce for any other car. Synonymous with luxury, she has been a timeless symbol for a brand known for hand-craftsmanship and exclusivity.
In recent years, however, Rolls-Royce has experienced change at a quicker rate than ever before in its storied past. The Rolls-Royce portfolio has expanded to 5 models, each with their own distinct character, and almost every car is Bespoke – tailored to the lifestyle requirements of diverse and discerning patrons.
The introduction of the Black Badge, for instance, has met the needs of a subset of these clients, answering their call for an edgier, alternative Rolls-Royce, one that carries an assertive and dominant persona. Incidentally, the age and demographic of the marque’s clients have decreased significantly to an average of just 43.
How then, does a brand present itself via its visual language and remain true to its heritage while speaking to its bright and contemporary future?
“As the marque’s digital presence increases, there has never been a more important time for the visual language of the company to reflect our standing as the leading luxury brand in the world. We have embarked on a fascinating journey of modernising our brand identity to echo those changes seen in our portfolio, our client demographic, their lifestyle and the luxury world that surrounds them,” observed Torsten Muller-Otvos, Chief Executive of Rolls-Royce.
Creating a new brand identity
Rolls-Royce appointed Marina Willer, partner at Pentagram – a multi-disciplinary design studio which is revered within its field – to create a new brand identity that could move beyond the mechanics of being the ‘Best Car in the World’, to encapsulate the brand’s presence and standing as a true ‘House of Luxury’. The identity was designed to appeal to the new demographic of clients and all that they represent both digitally, and physically.
Pentagram embarked upon a deep exploration of Rolls-Royce, including its products – both new and old, its design ethos, its designers, items that are sacrosanct to the marque, and also the unique relationship the marque maintains with its clients. They spent time in the factory, understanding the very essence of Bespoke and how this was key to the establishment of contemporary Rolls-Royce.
“What soon became apparent is that Rolls-Royce has evolved from being regarded as an automotive manufacturer into a leading light in the world of luxury. It was essential for us to ensure that the brand’s new identity reflected this shift. We needed to present Rolls-Royce in a forward-facing, fresh and relevant way – speaking to new audiences while respecting the company’s loyal clients,” revealed Willer.
Not coming from an automotive background, Willer was able to approach the re-design from a completely fresh perspective. “This vantage point provided me with the opportunity to observe Rolls-Royce as a manufacturer of luxury products. My ambition was to celebrate the luxuriousness of the brand while providing it with the means to visually communicate with Rolls-Royce’s younger, increasingly diversified audiences,” she explained.
In the new brand identity, which will be adopted from September 1 2020, the Spirit of Ecstasy gains increased prominence. While the sculpture that leads each car in silent grace remains unchanged, an iteration of the enigmatic figurine has evolved into the form of an illustration – one that reads clearly in today’s virtual world.
The original figurine was drawn and sculpted by British artist Charles Sykes. In homage to this historical commission, Chris Mitchell, a leading illustrator of brand and identity icons, was called upon by Pentagram to envisage the distilled form of the iconic statuette. Working closely with Pentagram’s direction, she paid close attention to those proportions which embrace strength and power that cannot be deemed fragile or meek. When depicted in two-dimensional form, her direction has changed from left to right, boldly facing the future, reflective of the marque itself.
“The use of the Spirit of Ecstasy marks a shift in the resonance of the brand – from an automotive to a lifestyle context. She commands an aspirational quality in the luxury sphere and by placing her at the centre of the visual language. The Spirit of Ecstasy can now be interpreted as the muse for the marque, in addition to the motor cars themselves,” said Willer.
Choosing the colour palette
When choosing a colour palette for the new identity, Pentagram’s design team initially turned its attention to the company’s products. Rich in textural materiality, wooden brown hues and graphite coloured technical fibres complemented a colourful array of Rolls-Royce leathers. Although true to their artisanal origins, brown and slate palettes confined the identity to the past. The desire was to seek a more expressive, luxurious colour palette, one appealing to both male and female clients, one with a future vision.
Pentagram was drawn to purple hues, specifically those with a deep and majestic tone. Historically rare in nature and with roots in mythology, art, piety and royalty, purple has always signified wealth and power. In a nod to the Spirit of Ecstasy, a colour named ‘Purple Spirit’ will become Rolls-Royce’s signature colour.
A metallic Rose Gold is chosen to complement this colour. This elegant and modern hue will be reserved for items of longevity and used only in printed form. A wider palette of expressive colours has been determined to be used alongside these primary tones.
“Purple Spirit has a deep and powerful tone. It is a colour of modernity that evokes connotations of the dark and majestic night. It has an energy that conjures emotion with thoughts of strength and ambition – a tone well suited to inspiring greatness. This will be complemented by a foiled Rose Gold which will add elegance and grace to the marque’s printed materials,” Sami Coultas, Bespoke Colour and Trim designer at Rolls-Royce, explained.
The Noir imagery which surrounds Rolls-Royce’s Black Badge range is now punctuated by bursts of colour, reflecting each model’s launch specification, illustrating the bold nature of its signature alter ego.
The new badge
The double ‘R’ Badge of Honour representing Rolls and Royce, the marque’s founding fathers, is known world-wide as a symbol of engineering excellence and the very best of human endeavour. It is no surprise therefore, that this famed signifier is unchanged.
The Monogram also retains its original form but replaces the Badge of Honour on collateral, while the Wordmark ‘Rolls-Royce Motor Cars’, as found presiding above the door of the marque’s establishments, was found to be corporate and unrepresentative of the marque’s standing as a House of Luxury.
The old (left) and the new, which will be used from next month.
Pentagram uncovered typography in the marque’s archives from the 1930s and used an art-deco style as the basis from which to envisage a new Wordmark – one suitable for the modern-day Rolls-Royce. The words ‘Motor Cars’ have reduced in size, with the emphasis reverting to Rolls-Royce, in recognition of the marque’s significantly wider influence outside of the automotive industry.
The Wordmark has become more refined in its appearance, depicting the quiet, whispering power of contemporary Rolls-Royce. Special significance has been paid to the letter ‘R’, to provide additional stability and prominence to this important character in the Rolls-Royce script.
The Spirit of Ecstasy Expression
A wholly new visual treatment of the Spirit of Ecstasy has been created, called ‘The Spirit of Ecstasy Expression’. With an aethereal yet tech-like feeling, The Expression adds a cutting-edge aura to the new visual identity. Contemporary in appearance, The Expression speaks of the marque’s modern lifestyle presence.
Akin to a silken fabric, The Expression adopts a fluid form and is versatile in nature. An innovative digital tool that uses coding has been developed by Pentagram to enable The Expression to be used on any surface, from projection to embroidery, printing to engraving. It can be found in both physical form at the marque’s global establishments and in digital form – connecting the elements of the marque’s portfolio. The Expression will become a distinctive and recognisable element of the marque’s visual language.
Rolls-Royce Motor Cars will eventually offer a fully-electric model and its CEO has indicated that this may happen around 2040. As it is, many companies are already ‘electrifying’ their new models and have announced plans to increase the proportion of models with hybrid or all-electric powertrains during this decade.
UPDATE [29/9/21): Rolls-Royce will have its fully electric model out by late 2023.
2040 is 20 years away and if you can’t wait to own an electrically-powered Rolls-Royce – which usually comes with a 12-cylinder engine – a company called Lunaz can offer you one soon. It will however not be the latest model and will instead be a 1961 Rolls-Royce Phantom V.
Lunas is already producing electric versions of classic Bentley and Jaguar models.
Lunaz is a creator of electric classic cars and has already turned made Jaguar and Bentley classic models emission-free with electric powertrains. Now it will start restoration of the Phantom V, a classic model and install its proprietary electric powertrain with a full suite of hardware and software upgrades.
The battery pack for the electric powertrain is the largest of its type in the world at 120 kWh, ensuring range claimed to be over 480 kms – significantly more than required for traditional chauffeur-driven use.
The 8-seat interior scheme tastefully echoes the exterior. The very finest sustainably-sourced leather is crafted by an in-house specialist team and specified in Argent Grey. Instead of traditional seat piping, a double welt feature is presented in Whisper with Argent Grey, creating a contemporary pinstripe detail.
The original woodwork will be painstakingly restored and finished with a contemporary satin treatment. This sympathetic update is offset with rose gold inlays. This approach extends to the door cappings, front fascia and the picnic table backs affixed to the privacy division that separates the driver and rear passenger compartment.
There will be numerous modern technological conveniences and two screens are integrated behind the privacy division’s picnic tables, allowing rear occupants to watch films and mirror screens from mobile devices. A bar service occupies the centre of the unit and is custom-built to perfectly fit the owner’s favourite brand of tequila. Every Lunaz client will be invited to specify dimensions for their beverage of choice.
Retaining the character of these significant cars is the priority throughout the conversion and restoration process. This extends to every detail including the weighting of switchgear which has been exhaustively engineered to operate an entirely new powertrain with the same haptic feedback as the original. Instrumentation also stays true to the spirit of the 1960s design, with delicate integration of a battery range meter and power gauge.
The 1961 Rolls-Royce Phantom by Lunaz is built in eight-seat configuration with a front bench for three occupants, rear bench for a further three and two occasional seats. Occupants throughout will benefit from Lunaz’s commitment to specifying only the very best materials. For example, rear floormats have been custom made in alpaca wool, a material that is rarer than cashmere, softer than lambswool and is considered highly sustainable.
“My approach to design is defined by Sir Henry Royce’s philosophy that ‘small things make perfection and perfection is no small thing’. Together with our clients, we work to create relevant expressions of the most significant cars in history. I am proud to give new purpose to some of the most beautiful objects ever created,” said Jen Holloway, Design Director at Lunaz.
Production is initially planned to be strictly limited to 30 units and orders are already being taken from the company’s existing client base as well as some of the most celebrated and influential institutions in the world.
Following demand for electrified Phantoms, Lunaz has also elected to begin creating Rolls-Royce Silver Clouds. Customers are invited to secure allocation for these cars in a range of bodystyles – 4-door limousine, 2-door coupe and drop head coupe.
The start of production of the world’s first electric Rolls-Royce cars follows a surge in demand for the electrification of pinnacle classic cars. This is driven by a rebalancing of car collections for a clean air future. Demand is forecast to be so great that Lunaz is doubling its workforce at its factory in Silverstone, England.
“No car in the world matches a Phantom for presence, style and significance. Through electrification we proudly further the legacy of the ‘best car in the world’, making Rolls-Royce ownership a relevant choice for a new generation,” said David Lorenz, the company’s founder.
Ex-factory, the Silver Cloud by Lunaz starts at £350,000 (around RM1.91 million)), while pricing for a Phantom V by starts at £500,000 (around RM2.74 million). Orders will be accepted from anywhere in the world only by the factory.
