Rolls-Royce Motor Cars unveiled 20 extraordinary vehicles that illuminated the past 20 years to mark the establishment and production anniversary of the “Home of Rolls-Royce” in Goodwood, England.
Since the opening of its headquarters and manufacturing facility in Goodwood in 2003, Rolls-Royce Motor Cars has been producing vehicles for 20 years. The Home of Rolls-Royce is the only place in the world where Rolls-Royce cars are designed and handcrafted, and it also serves as the headquarters overseeing the brand’s operations in over 50 countries worldwide.
In 2003, Rolls-Royce was only producing the seventh-generation Phantom model. Since then, the company has continually adapted to meet the ever-changing demands and tastes of customers, resulting in the birth of 20 models and their derivatives. Currently, the Rolls-Royce lineup embodies the evolution and innovation in design, technology, materials, and production methods developed over the last two decades.
In 2007, Rolls-Royce completed its Phantom family with the introduction of the Phantom Drophead Coupe and the Phantom Coupe in 2008. In 2010, it launched the Ghost, which led to a renaissance for Rolls-Royce. The Ghost, featuring both “owner-driven” and “chauffeur-driven” characteristics, became the best-selling model since the brand’s founding in 1904.
The product line has since expanded further, with the launch of the most powerful model, the Wraith, in 2013, and the elegant Drophead model, the Dawn, in 2016. In 2018, the “Rolls-Royce of SUVs,” the Cullinan, was introduced. The Cullinan is currently the most in-demand model within the Rolls-Royce lineup.
As the purchasing demand from younger consumers has been on the rise, Rolls-Royce birthed the Black Badge line, catering to customers seeking more daring expression and powerful performance in their vehicles. Currently, all models, except for the Phantom, are available in Black Badge versions, which account for over one-third of the brand’s total sales.
The showcased 20 vehicles also included Rolls-Royce’s innovative experimental vehicles known as the ‘EX’ models. Since the beginning of the Goodwood era in 2003, the design and engineering department at the Home of Rolls-Royce has been developing various experimental vehicles. These models were named ‘EX’ in line with Rolls-Royce tradition, used in the 1950s to maintain secrecy for models under development and feature the unique red ‘RR’ badge. The EX models have provided an excellent foundation for the most successful and technologically advanced models in history.
Additionally, the showcase featured two masterpieces from the Coachbuild division, known for its ultimate bespoke capabilities. In response to the global popularity of bespoke orders, Rolls-Royce launched the Coachbuild independent department for more exclusive services and unveiled the first Coachbuild model, the Boat Tail, in May 2021. These models, crafted solely through individual orders, pay homage to the brand’s early coachbuilding traditions while incorporating the latest design sensibilities, engineering, and manufacturing techniques to become true works of art.
Torsten Müller-Ötvös, CEO of Rolls-Royce Motor Cars, stated, “Rolls-Royce has always represented innovation and progress, challenging the limits of technology and creativity. The 20 models produced in the first 20 years of the Home of Rolls-Royce are a result of this dedication and adventurous spirit,” adding, “These vehicles could only be created because Rolls-Royce has understood and responded to the evolving needs and tastes of customers over time.”
Meanwhile, Rolls-Royce marked a new era by unveiling its first all-electric model, the Spectre, last October. The Spectre symbolizes the bold spirit of innovation Rolls-Royce embodies and will serve as the foundation for the technologies and philosophical orientations in future models. Rolls-Royce plans to launch all new models exclusively as electric vehicles starting in 2030.
Lee Sang-jin daedusj@autodiary.kr