A leading company aimed at virtual transformation.
Rolls-Royce is working on a new, revamped version of its $300,000 Ghost sedan, and it’ll be a bit less flashy than the current one.
In an open letter published Monday, Rolls-Royce CEO Torsten Muller-Tts said the new Ghost would stick to a design philosophy that Rolls calls “post opulence.” It’s hard to believe how Rolls-Royce will be able to reduce the opulence of a car worth more than $300,000, however, M.A. said that’s what Ghost buyers are looking for.
“We found that these clients are showing a marked tendency towards luxury objects that celebrate reduction and restraint – that don’t shout, but rather, whisper,” the letter reads. “They are seeking design purity by rejecting obvious and unnecessary embellishments and overt complication.”
You’d think it’s all less hard to locate in a Toyota Camry or something. Poor me.
The company’s luxury intelligence unit has also detected a trend toward more minimalist tastes, leading Rolls Royce to rebuild the Ghost from scratch, with the Spirit of Ecstasy emblem and the brand’s signature door umbrellas. We’ll see the new car in the coming months, Mr Muller-Tvs said.
The new Ghost is described as a “minimalist but very complex product, perfectly in keeping with the wishes of our Ghost consumers and, I think, perfectly in line with the times in which we live.” You may just disagree.
Over the next few months, we’ll look at more about the next generation of Ghost and learn a little more about what a post-opulence Rolls-Royce looks like. There’s nothing like a Toyota Camry.