Dubai: Can there be anything less subtle than a Rolls-Royce? How can it be with that ample presence coddled in the finest trimmings known to man and twinned to performance that can never be understated.
But the UK automaker has brought in elements of understatement with the latest iteration of the Ghost Series II, Rolls’ entry level model. (With a price tag of Dh1.35 million, “entry level” does take on a different perspective altogether.)
“Of course, Rolls-Royce customers do not wish to see needless change — on the contrary, they appreciate the timeless aesthetic and its scope for personal design flourishes through the bespoke service,” said Brett Soso, Regional Director for the Middle East, Africa and Latin America. “(The) Ghost Series II therefore presents subtle refinements that ensure the car remains a highly contemporary expression of modern Rolls-Royce luxury.”
So, a cursory glance may not be enough to take in the scope of changes that the new version — after four years of record sales with the earlier version — has put in place. Apart from the LED headlights, most of what is new has been woven into the interior, such as satellite-aided transmission, bespoke audio, a touchpad ‘Spirit-of-Ecstasy’ rotary controller and bespoke wood panelling choices.
“Ghost Series II presents our customers with all the recent technological updates, packaged in a subtly redesigned exterior,” said Soso.
But the core performance and how it is delivered remains the same. There is the 6.6 litre twin-turbocharged V12, which can knock off 563hp and 575lb-ft of torque. All of that flows through an eight-speed automatic transmission.
The initial orders were placed at showroom viewings held during Ramadan. First deliveries are due by the end of the month, but the majority will take place before the year-end.
But has some of the Ghost’s following been taken over by the recently introduced Wraith, the manufacturer’s fastest model ever delivering 624hp through a similar V12 format. “The Wraith delivers the true Gran Turismo experience of relaxed, swift (and) powerful long distance road travel,” said Soso. “Its presence simply overshadows other cars that claim to be true GTs.
“While some Ghost customers have turned to Wraith, the majority of sales have been to customers who are new to the brand. Many customers choose to own more than one Rolls-Royce, and will drive or be driven in them to suit a particular occasion. Wraith has fit perfectly into existing Ghost and Phantom customer’s garages.”
As such, the Middle East markets have been delivering consistently high gains for the Rolls’ line-up in recent years. Sales during the first half of this year were up around 30 per cent higher than last year, “in line with the global sales growth or the brand,” said Soso. “While we are delighted with the half-year sales, these can also be partly explained by slower growth in the first quarter of 2013 due to preparations at the manufacturing plant in readiness for Wraith. We are on target for another record year in this region.”
“We constantly explore new markets with strategic potential to increase our dealer network ... Lebanon is an example of a market where we see potential over the next few years. Sales have been in line with expectations this year, however the vast majority of our sales continue to come from the GCC.
“Rolls-Royce continues to see strong customer demand for Wraith, significant orders for Ghost Series II and good demand for the Phantom family across the world. Bespoke production continues at record levels across all model families.”
