The world’s top ultra-luxury automaker is preparing to reveal its latest limo as the centerpiece of an unique exhibition in London’s Mayfair commemorating the history of the Phantom nameplate.
Rolls-Royce is curating a distinct event, arranged for July 27, that will display the brand new Phantom VIII and, for the first time in history, combine what it thinks about the 7 greatest historical examples of the Phantom ever developed.
For many years, everyone from presidents to military commanders and the Beatles has fallen for the Phantom’s appeals. And it is this relation with the highest echelons of society and of culture, and the sign of ultimate success that the Rolls-Royce brand pertained to represent, that essentially assisted the company endure through the fallow 1970s and 1980s when German premium automobile marques such as Mercedes and BMW began entering into their own in terms of convenience, efficiency and dependability.
Over the last 92 years, there have only been seven models of the Phantom, and the Mark VI remained in hand-built production for 22 years (1968-1990) before the nameplate was suspended.
When BMW purchased the company at the turn of the millennium it revealed it was restoring the Phantom. And while the jet set and brand perfectionists were doubtful, the resulting car, the Phantom VII, that made its debut in 2003 and just went out of production at the end of 2016, was the first Rolls-Royce to present of Goodwood for over 3 decades.
By making its own standards so high, the new Phantom is going to have to be something incredibly special if it is going to pick up where the last vehicle ended.
Still, by arranging such a huge, celebratory event to mark its launch, Rolls-Royce is positive about the Phantom VIII, that it will have no problems in resetting the bespoke standard, once again.