The Ghost in the machine

As an enduring symbol of the apex of luxury, few things come close to the “Spirit of Ecstacy.” The stainless steel muse forever leaning ahead and with arms stretched out behind her crowns the bonnet of a Rolls-Royce vehicle — that most rarefied of rides.

Today, the Spirit of Ecstasy, unlikely as it may sound, is coming home to more private garages all over the world. In a statement, Rolls-Royce Motor Cars says that in 2014 it, “achieved record sales results for a fifth consecutive year, with 4,063 cars sold globally. This exceptional result means that sales have more than quadrupled since 2009, when Ghost was first introduced.” The Ghost is a luxury saloon that pays homage to its ancestor, the legendary Silver Ghost, produced from 1906 to 1926.

Speaking exclusively to STAR Motoring by phone, Sergio Landolt, the Ghost’s global product manager, says the model has resonated soundly in the market due to its “flexibility of use.” This Rolls-Royce is “an everyday car,” he insists, compared to the Phantom (“for special occasions”) and the Wraith (“to be driven in”). Effectively the entry point in the Goodwood, England-headquartered carmaker’s pantheon of bespoke luxury guaranteed to make the heart go a-flutter, the Ghost now has a follow-up iteration dubbed the “Ghost Series II.”

No less capable that its siblings, the Ghost Series II is powered by a 6.6-liter twin-turbo V12, delivering sterling numbers of 563hp and 575Nm. Rolls-Royce says that 60 pairs of hands spend 450 hours on each bespoke vehicle. Compared to its predecessor, the grille has been moved higher to emphasize the hood’s character lines. There is also a new set of LED headlights to “widen the look of the nose,” reports Car and Driver magazine, which adds that interior electronics have also been updated. The pièce de résistance is, of course, the uncompromising level of luxury that anyone blessed enough to be ensconced within will be pampered with. Supple leather cradles occupants’s bodies, while lambswool mats indulge their feet.

An extended-wheelbase variant, which is 17 centimeters longer, provides even more legroom for the rear passengers.

When asked what the Rolls-Royce brand means to him, and what he wants to communicate to the public about it, Landolt replies: “It’s unique, timeless, and bespoke. There’s no other brand that offers that (premium level). A Rolls-Royce is a dream come true — it’s an effortless, extremely confident car.”

A Rolls-Royce, he continues, is preferred by “highly successful people — people who have access a lot of things, but they want to have something that nobody else has.” The brand thus gives serious importance to its bespoke options. True exclusivity understandably goes hand in hand with an ability to realize what you want. “High net-worth individuals are preferring Rolls-Royce,” he underscores.

Landolt insists that Asia-Pacific is the among the most important markets for the UK auto brand, and observes that Asian customers prefer two-tone models. He also agrees with the observation that longer-wheelbase variants are a hit among the wealthy in China (who obviously prefer to be chauffeured around). “We’re happy with how the market is. Asia is a successful market for us,” he declares.

Based in Goodwood, Landolt was responsible for the planning and coordination of the global launch of Ghost Series II at last year’s Geneva International Motor Show. He expresses optimism that Rolls-Royce will maintain the “sustainable growth” it has displayed in recent years. Expect more one-off cars and limited-edition runs.

Clearly, it’s a tricky balancing act for the brand that continues to make its vehicles the most aspirational of vehicles anyone can hope to own. It’s a challenge that Landolt is only too eager to take on.