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Recently an invitation arrived to test drive the 2007 Rolls Royce Phantom. What a car! What a presence!
The problem for Rolls Royce is to get people to see the car rather than the symbol. Flamboyant cars have usually had a cold reception in San Francisco because they’re not politically correct. We San Franciscans claim to be non-judgmental, but we judge cars mercilessly. We’re afraid to be original. So we see a procession of silver or gray, or black Mercedes, BMW or Range Rovers being used to drop off kids at their schools. Does anyone have a red one?
A Rolls is big. It’s spacious, beautifully crafted and quite nice to drive. It’s silent, agile and rides softly. It makes U-turns easily. Out in the country, at higher speeds, it’s a sporty ride, steering and handling in a precise fashion. It needs all these qualities to continue the Rolls Royce tradition, going back to the 1910 Silver Ghost, a smooth quiet performer that was so well thought of that people began calling Rolls “the best car in the world”.
While the competition has tightened-up a bit since them, it’s interesting to learn about the design thinking that went into this car.
One of the first design decisions was that the new generation Rolls should be a “120 % car”, meaning it would be noticeably longer and taller than other luxury sedans. It was to be properly proportioned and detailed in ways most of us don’t think about. For example, the wheel/tire package height is about one-half of the total vehicle height, which is visually correct. A sweet little detail: the wheel centers don’t rotate with the wheel itself; they always remain vertical, displaying the R-R logo.
The chrome plating is different, too. It has a sterling finish, giving it the look of finely polished silverware, so that the shape and details of each piece are seen without disappearing into reflections.
In motion, the car’s designers have tried to create a feeling of “waftability”, defined as power without apparent effort. Waftability is also expressed in the lower line of the body, which suggests a motor yacht at speed. A British motoring writer first described this concept when he tested a Rolls Royce Silver Ghost 100 years ago.
Get in, take the wheel and be ready to appreciate automotive virtues gathered up in 100 years of experience.
Traditional experiences include seats covered in the best leather, a steering wheel wrapped in similar material, and featuring wood veneer spokes that actuate the horn. All the switches are designed to feel like organ stops and violin keys. If you hadn’t closed the door securely, a silent electric motor draws it fully closed.
The contemporary aspects of the car are equally charming. Push the starter button, and the near-totally-silent 6.75 litre V-12 comes to life. Slip it into gear via the gear lever that sends its message electronically. Push a button to release the immensely powerful parking brake.
Although this car is very large – 229 inches overall, like a 60’s Cadillac Fleetwood – it only weighs about 5800 pounds, or about the same as a much shorter Range Rover. That’s because the backbone of the car is an aluminum spaceframe. So the powerful V-12 doesn’t have to propel an inordinately heavy vehicle. Along with the sophisticated chassis, these mechanical elements make the dignified Rolls feel very sporty on Marin backroads.
If you think you could wear one comfortably, and if the $376,000 price tag doesn’t put you off, you might want to look into one of these fine cars.
Strong Car Brand vs. Weak Ones
Think of car brands, then try to visualize an example. The Rolls is easy to imagine. New Cadillac? Difficult. Old Cadillac with big fins? Easy.
Toyota has been named as the most valuable car brand, but their cars are noted for reliability, not for a memorable character.
The Germans seem to understand the integrity of car brands better than most. Think of Mercedes-Benz, BMW, Audi and Porsche. Non-German brands that have benefited from German influence and/or ownership include Aston Martin, Bentley, Rolls Royce, Lamborghini and Bugatti.
Only the Italians, with Ferrari, Alfa Romeo and Maserati could claim to be equally skillful in creating and maintaining memorable car brands.
We Americans had some great brand names like Cadillac, Lincoln and Packard. And for the last seventeen years, Ford has controlled the fortunes of Jaguar. The American record is not very good. When GM management fell into the hands of “bean-counters”, Cadillac’s decline was set in motion. In order to sell more cars, Cadillacs were sold to rental fleets. In-flight magazines had daily rental ads offering Cadillacs for $39 (a day). Gradually, Cadillac was diminished in stature.
The Ford people managed Lincoln unevenly over the years, and have reduced it to insignificance. Car buffs hope Jaguar can avoid the same fate. When Ford took it over in 1989, the produce defects were obvious. Ford fixed those, but they never understood the poetry of a Jag. They fixed the obvious defects, but destroyed the elegant spirit that had always attracted buyers.
What makes all of this matter is that a strong brand commands a strong price. A weak-brand car costs just as much to produce and market, but it must be sold for less. And if an automaker doesn’t earn a profit, it has a bleak future.
