More than six years ago, a team of luxury intelligence specialists, designers, engineers, and craftspeople assembled to begin the development of the new Rolls-Royce Ghost.
Post Opulent design
As with the first Goodwood Ghost, launched in 2009, this collective would work obsessively to ensure that New Ghost would hold its own place in the Rolls-Royce portfolio and represent a unique set of client values.
Since the introduction of Ghost, which became the most successful Rolls-Royce in history, the marque’s unique proximity to its clients afforded the team access to a large body of information. It revealed the divergent interests, opinions, and changing taste patterns within Ghost clients’ appreciation of luxury. This primary research allowed them to create a product focused on the requirements of these remarkable men and women. These insights informed the designers, engineers, and craftspeople at Rolls-Royce as they moved into the development phase of the highly progressive new Ghost.