Rolls Royce on the roll

Rolls Royce has made numerous improvements to the suspension and the steering system and for the interior, it has installed the “on-board valet,” – an innovative voice-command system that sends data to the navigation and infotainment systems. Sales will begin in the final quarter of 2013 and in Europe prices will start from €245,000 (about $320,000 at the current exchange rates).

Reaching to a younger audience

It is a common lament of carmakers that they have a difficult time reaching out to younger buyers. This is mostly an issue for companies that make cheaper cars, as those tend to be the only ones young people would potentially be able to buy. It’s not something you usually hear from companies like Rolls-Royce, and yet it is exactly what the company is now doing, at least in some markets. This news comes by way of the Korean media, and this is fitting, as Rolls-Royce tends to sell to a younger crowd in Asia. In fact, the average age of Rolls-Royce buyers has dropped from 53 to 45 globally over the last five years, with much of this being attributed to purchases by young tech millionaires in South Korea.

Part of this is due to the cars that Rolls-Royce is offering these days, with the Ghost and especially the Wraith being more attractive to younger buyers. But Rolls-Royce is also experimenting with different ways of marketing the cars. Where previous parties thrown by the company have been black tie affairs aimed at getting older buyers into a Phantom, events aimed at Wraith buyers have employed DJs.

Details of the car

The new Wraith is defined by “bold lines, tension in the panels and a raked rear screen” — features that offer it a unique character. The model will be immediately recognized as a Rolls Royce, thanks to its deeply recessed grille, wide rear track and, of course, the dramatic two-tone colorization offered for the exterior.


The model is offered with numerous standard features that provide the driver with the best experience behind the wheel. First, there is the Satellite Aided Transmission – a system that uses GPS to anticipate driver’s next move based on location and current driving style and then selects the most appropriate gear for the terrain ahead.

The most amazing feature, however, is the new “on-board valet” – it uses voice commands to send data to the navigation menu, on-screen and audio guidance. This way all the driver needs to do is to press a one-touch call button located on the steering wheel and initiate his command.


The engine is mated to an eight-speed automatic ZF transmission and sprints the car from 0 to 60 mph in just 4.4 seconds – a 0.3 seconds improvement over the Ghost. Rolls Royce also made a series of changes to the suspension and steering system. The suspension has been tuned to minimize body roll and offer improved handling. The steering system has also been improved to be heavier at high speeds and lighter at low speeds.

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