It doesn't get much more stately, opulent and luxurious than a Rolls-Royce. For decades, the marque has set a standard that other luxury carmakers have aspired to reach. A recent resurgence has allowed the company to retain its position as one of the kings of the automotive mountain.A partnership between Charles Stewart Rolls and Frederick Henry Royce, British-based Rolls-Royce Ltd. was officially formed in 1906. The company's six-cylinder Silver Ghost was unveiled that same year. Right from the start, the company's dedication to excellence was clear; the Silver Ghost exhibited amazing attention to detail and remarkable quality, and promptly earned kudos for being "the best car in the world."During the '20s, the automaker acquired a second factory in Springfield, Massachusetts to help keep up with rising demand; the factory remained open for 10 years. The '20s also saw the launch of the Phantom I, a car that was powered by an all-new, pushrod-operated overhead valve engine with detachable cylinder heads — cutting-edge technology for its time. Rolls-Royce added another, very similar brand to its family with the acquisition of Bentley in 1931. For decades following the takeover, Rolls and Bentley vehicles were almost identical mechanically.The 1940s saw the opening of Rolls-Royce's celebrated Crewe factory. The first Rolls to be produced postwar was the Silver Wraith. This vehicle was significant in that it was the last Rolls-Royce product to have its body crafted by an independent coachbuilder. After this point, the company's vehicles were built completely in-house.Rolls-Royce unveiled its Phantom IV in 1950. Powered by a muscular eight-cylinder engine, the majestic cruiser held the distinction of being the most exclusive Rolls ever. Only 18 were made, all of which were delivered to royalty and heads of state. The '50s also saw the debut of the king-sized Silver Cloud I and Silver Cloud II. The 1960s saw the introduction of the Silver Cloud III, Silver Shadow and Phantom VI.The automaker hit a rough patch in the early 1970s. Problems with an engine contract led to severe financial difficulties, which in turn caused the manufacturer to file for bankruptcy. The company was eventually nationalized by the British government.In 1980, Rolls was purchased by Vickers PLC. The Rolls-Royce Silver Spirit was launched in 1981; the car was the first of a new generation of Rolls vehicles. Mechanically, the Silver Spirit was designed to meet strict new international safety and emissions regulations. Aesthetically, the car was styled to appeal to a younger generation of buyers, with a clean new look that was very much in step with the times.Rolls changed hands yet again in the '90s. Vickers put the marque up for sale, and BMW seemed like a frontrunner to take the reins; however, in a surprise move, Volkswagen outbid BMW. The two German automakers arranged for VW to relinquish control of the Rolls-Royce name on January 1, 2003, with VW keeping Bentley and the Crewe plant. As a result, BMW has built a $100 million facility in Goodwood, England, to accommodate the distinguished British manufacturer.With BMW at the helm, Rolls-Royce has returned to what many would consider its rightful place at the front of the ultraluxury pack. Competition is increasingly fierce at this rarefied price point, but we wouldn't doubt the company's ability to keep rolling for the foreseeable future.
Rolls-Royce
Future Rolls-Royce Models
Although no name has been decided on yet, a coupe based on the Rolls Royce 101EX is expected for production in 2008. Essentially a hardtop version of the Corniche convertible expected in 2007, the 101EX coupe will be similar in size and features.Rolls-Royce RR4
In-Production
Rolls-Royce Phantom
For decades prior to the current-generation Phantom, Rolls-Royces were often perceived as being nothing more than beautiful old-school luxury barges with all the technological innovation and dynamic excitement of the Queen Mary. So to say there was some skepticism surrounding the introduction of the Rolls-Royce Phantom would be like saying reality TV occasionally resorts to fabrication when ratings are at stake.
When parent company BMW first announced in the late 1990s that it would be delivering a completely new Rolls-Royce to paying customers on January 1, 2003, most analysts wrote it off as the kind of posturing that typically accompanies a corporate takeover. After all, BMW didn't even own the Rolls-Royce brand yet. It would be four-and-a-half years before the German automaker acquired the rights to sell the storied brand, but the target was indeed met, and the first all-new Rolls-Royce in nearly 40 years left the all-new Rolls-Royce plant at Goodwood in West Sussex, England.
Unlike so many of its predecessors, this beautifully crafted and elegant ultraluxury sedan lives up to the lofty expectations of a vehicle adorned with the hood-mounted Spirit of Ecstasy. While a case could be made for one of its few rivals, no other automobile boasts the unique style, grandiose dimensions and sterling reputation of the Rolls-Royce Phantom.
Current Rolls-Royce Phantom
Despite the ties to BMW, the Phantom is indeed a true Rolls-Royce. At more than 19 feet long, a regular-wheelbase Phantom surpasses a 7 Series by more than 2 feet in total length, and it can completely swallow a Mini between its front and rear axles. Producing a vehicle of such size that doesn't also flex and bend over every road imperfection calls for a unique structure. In the Phantom's case, that structure is an aluminum space frame that is both lighter and stiffer than conventional steel.
While the ultraluxury competition may offer more high-tech gizmos and a greater sense of the contemporary, the Rolls-Royce Phantom features an undeniable old-world charm and much-larger-than-life presence. From its majestic hood ornament to its nearly 20-foot expanse, the Phantom commands attention like few other automobiles. And if that isn't sufficient, an extended-wheelbase (EWB) model is available with about 10 additional inches of overall length and rear-seat legroom.
The Phantom is powered by a 6.7-liter V12 with 453 horsepower and 531 pound-feet of torque. Power is sent to the rear wheels through a six-speed automatic transmission. In spite of a curb weight approaching 3 tons, going from zero to 60 mph takes just 5.7 seconds. Behind the 20-inch wheels are superbly powerful brakes, an air suspension and automatically adjustable dampers.
The inside of the Rolls-Royce Phantom is even nicer than might be imagined, with more leather hides and matching pieces of wood than you'll find on a herd of cattle lost in Sequoia National Forest. Numerous customization options provide ample opportunity to tailor this luxurious environment to one's exact, bespoke specifications.
For those who actually drive their Phantoms, the instrument panel is arranged cleanly, with classic gauges and simple audio and climate controls. More complex functions are managed by an iDrive-like interface with a mouse-style controller hiding inside the center console. The rear seat provides lots of stretching-out room, of course, and the prominent C-pillars conceal the Phantom's VIPs while the rear-hinged coach doors provide them with proper ingress and egress.
Once underway, the large but spindly three-spoke steering wheel feels light in your hands, yet offers good feedback, allowing the big sedan to change direction with ease so long as you're traveling at a relaxed pace. Power from the V12 is prodigious, and the engine makes very little noise even under full throttle. The ride is superb, soaking up huge potholes and minor road imperfections with equal aplomb. There is some wind noise around the A-pillars at speed, but it's minimal and likely evident only because there's practically no other noise to be heard.
Past Rolls-Royce Phantom Models
The Phantom was an all-new model for Rolls-Royce in 2004. While some found it a bit garish, lacking high-tech features and easy-to-use secondary controls, we praised it for its decadent passenger accommodations, unmistakable styling and exemplary drivability for its size. A standard power sunroof and power "boot" lid were added in 2005, and the following year, the Phantom added Bluetooth connectivity and exterior video cameras that displayed their images through the main LCD screen to aid in parking. The long-wheelbase EWB model debuted for the 2007 model year.
