Here's How The Ghost Became A Game-Changer For Rolls-Royce

When the Rolls-Royce Ghost debuted in 2009, it introduced a new generation of younger buyers to the luxury brand who wanted a car that was smaller, less ostentatious, and more enjoyable to drive than the flagship Phantom. On average, Ghost buyers were ten years younger than typical Rolls-Royce customers at the time. Since its launch, the Ghost has become the best-selling model in Rolls-Royce's entire history. For its successor, Rolls-Royce is applying the lessons learned from the first-generation Ghost to continue the model's success story.

Over the years, specialists at Rolls-Royce have analyzed how customers use the Ghost, how they commission it, and how they perceived the brand. This data will influence the design and engineering direction of the new Ghost.

In the second of four animated films previewing the new Ghost, Rolls-Royce explains how more US clients wanted to drive the Ghost than be chauffeured since it offers a sportier driving experience than the Phantom. Even clients who selected the extended wheelbase version often preferred to sit behind the wheel of the Ghost and used the extra space to accommodate family and friends.

In Asia, Rolls-Royce found that clients took advantage of all the technology the Ghost offered and used the car for business during the week and personal recreation with friends on weekends. These diverse requirements also influenced some of the automaker's bespoke commissions. According to Rolls-Royce, the new Ghost will be "future-focused" with a "minimal aesthetic," reflecting the changing needs of its clients in the present day.