New Rolls-Royce Ghost, Perfect, Simple

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An interesting trend among the truly wealthy these days is to
keep things really simple and, of course, devoid of unwanted
sound considered unpleasant.
Rolls-Royce, manufacturer of premium machinery, recognises
the value of their clients who are usually entrepreneurs,
founders, and successful business leaders. In 2009, the
automaker evolved the first Ghost in response to the desires of
this new and highly influential subset of their clients, who
naturally have variety of needs and desires to suit their
personal lifestyles. This group said they seek a different kind
of Rolls-Royce that is simple, less ostentatious which they
could use as a business tool and for self-driving pleasure.
That was the first Ghost.
Five years ago, Rolls-Royce had open dialogue with a layer of
their clients that desired “something even more refined, even
less ostentatious, a car with minimal design, simple and
distilled, but still, in every respect, a Rolls-Royce.” They got
their desire, a truly new Ghost that whispers, eerily quiet.
According to Torsten Müller-Ötvös, Chief Executive Officer,
Rolls-Royce Motor Cars, “The first Goodwood Ghost was a
response to a whole new generation of clients, both in age and
attitude. These men and women asked us for a slightly
smaller, less ostentatious means to own a Rolls-Royce. The
success of the product we created for them fulfilled our most
ambitious expectations. Over its ten-year lifespan, which began
in 2009, Ghost has become the most successful model in the
marque’s 116-year history.
To create a new product that would resonate with our Ghost
clients for the next ten years meant we had to listen carefully
to their demands. Today we set new standards in customer
centricity by creating a completely new motor car for a unique
group of Rolls-Royce’s clients. These business leaders and
entrepreneurs demand more of their Ghost than ever. They
require a new type of super-luxury saloon that is dynamic,
serenely comfortable and perfect in its minimalism. Ghost is
this product.
The only components that we carried over from the first
Goodwood Ghost were the Spirit of Ecstasy and umbrellas.
Everything else was designed, crafted and engineered from the
ground up.
The result is the most technologically advanced Rolls-Royce
yet. It distils the pillars of our brand into a beautiful,
minimalist, yet highly complex product that is perfectly in
harmony with our Ghost clients’ needs and perfectly in tune
with the times.”
Further capitalising on the marque’s aluminium expertise, the
metal superstructure of new Ghost is 100% made of the
material. The car’s outer body is rendered as one clean,
expansive piece, flowing seamlessly from the A-pillar, over the
roof and backwards to the rear of the car, recalling the
seemingly one-piece coachbuilt Silver Dawn and Silver Cloud
models.
This complete absence of shut lines allows clients to run their
eye from the front to the rear of the car uninterrupted by
ungainly body seams. To achieve this, four craftsmen hand
weld the body together simultaneously to ensure a perfectly
continuous seam. In addition, 100% aluminium, laser-welded
doors have been used. This not only offers weight benefits and
remarkable 40,000Nm/deg stiffness, but the material has a
lower acoustic impedance than steel, improving cabin
ambience.


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