The Rolls-Royce Phantom is the godfather of the car industry, it is also one of the oldest names. For nearly 100 years, the Phantom has epitomised luxury, elegance and world-class engineering.
Rolls Royce launched their seventh generation Phantom back in 2003, this was just after BMW had assumed control of the brand after buying it from the Volkswagen Group in what was one of the more bizarre business deals in recent memory.
The Phantom VII served as Rolls-Royce’s flagship model for 13 years, and in the past few years annual sales of 4,000 cars have been good to the luxury automaker.
On Thursday, Rolls-Royce unveiled the Phantom VIII.
“The Phantom is the pinnacle of the Rolls-Royce brand in its truest sense,” CEO Torsten Müller-Ötvös told Business Insider in an interview. “It embodies all of the qualities Rolls-Royce is well known for. It starts with the magic carpet ride, the quality, the precision design, and engineering.”
“It embodies what (company founder) Sir Henry Royce said, ‘Take the best that exists and make it even better,’ and that is exactly what the Phantom is in every single detail,”Müller-Ötvös added.
Rolls-Royce is expected to start customer deliveries of the Phantom VIII in early 2018. The prices will range from $450,000 to $600,000, some customers will be adding around $150,000 for bespoke options.