Iconic luxury brand Rolls-Royce defends its Ghost model
The Rolls-Royce teams have left nothing to chance. At the end of 2025, the British luxury car (and aircraft engine) brand has chosen to unveil its new models in the heart of the rolling vineyards of Provence, between olive groves and lavender fields. The imposing, refined vehicles stand proudly on the forecourt of Villa La Coste, a luxury hotel nestled on a splendid hill, in the middle of the eponymous château’s wine estate.
And the human mind inevitably associates these motorized creations with the works of art that dot the Provençal domain; let us cite, pell-mell, a spider by Louise Bourgeois a spruce pavilion plunged into darkness by Tadao Ando ,an improbable tomb imagined by Sophie Calle, a steel platform by Tracey Emin the musical pavilion by Frank Gehry, a monolith by Lee Ufan drawing a shadow that does not exist, a levitating art gallery by Richard Rogers, he Great Red Cross in Murano glass by Jean-Michel Othoniel and the imposing metal plates by Richard Serra that cut the mountain like choppers…
A must-have brand since 1904
More than just a vehicle, the Rolls-Royce has always been a kind of character that everyone seems to know. And perhaps that’s why, when a group of priceless automobiles arrives in the silent streets of Aix-en-Provence, onlookers suddenly interrupt their Sunday stroll, captivated by the improbable parade… The Rolls-Royce has existed for more than a century. It was born in 1904 from the meeting between Frederick Henry Royce, an aristocrat with a passion for mechanics, and Charles Rolls, an engineer specialist. The two friends immediately set about building a car and, two years later, had already imagined a logo that would last for ages… a coat of arms featuring two intertwined Rs in a rectangle. While the logo has evolved, over brand’s motto remains the same: ” The best car in the world. ”
In 2025, the British brand recorded its best-ever sales with 6,021 vehicles. This record was immediately surpassed the following year with 11 additional cars. The starting price: €350,000. But it was the Black Rose model that recently emerged as the most expensive car in the world… a unique model estimated at nearly €30 million whose roof incorporates a glass panel capable of automatically darkening. As for the dashboard, it is composed of 1,603 sycamore maple triangles, finished and assembled by hand over two years. For its part, Le Figaro revealed that Rolls-Royce’s contribution to the British economy has amounted to more than 4 billion pounds sterling (4.6 billion euros) since 2025. This success inevitably pushes Rolls-Royce to begin its transition to electric energy, of which the Spectre model will be the spearhead, by aiming for 100% green automobiles by 2030.
Craftsmanship and customization taken to the extreme
What are the reasons for this success? Exceptional materials, complete vehicle customization, and, above all, a strategy that focuses on the product’s rarity. This is evidenced by this all- fuchsia pink vehicle created especially for the international DJ Champagne Rose. Make no mistake: Rolls-Royce fulfills its customers’ every wish. While the American continent retains nearly a third of Rolls-Royce sales worldwide, closely followed by China, which is driving the sales figures crazy.
In 2025, Rolls-Royce launched its first Ghost model at the Frankfurt Motor Show. More “compact” than the Phantom, the company’s flagship product, it targets a new group of customers eager for minimalism and craftsmanship. The Ghost Extended variant, equipped with additional options, will follow shortly after, in 2025. If the first-generation Ghost has become a reference, it is because the car is one of the greatest successes of the company, which logically accelerated its production. Color, materials, details, and controls… this model is a kind of blank canvas whose potential has only one limit: the imagination of the owner. It was also designed to suit a much younger clientele who stand out from other customers because they drive their vehicle themselves. Because in the collective unconscious…You don’t drive your own Rolls-Royce. A company official tells us more.
But who drives his own Rolls-Royce?
– Imagine that it’s becoming more and more common. Traveling in a Rolls-Royce must always be a true experience. The journey must be as pleasant as possible, especially since passengers will pay attention to the materials that make up the vehicle and will inevitably want to know where they come from. This is why each of our cars must be unique and completely personalized.
And is that still possible today?
Yes, because we still produce very few cars. This means we have the time to build the cars slowly and take the time to discuss at length with our customers to design their perfect Rolls-Royce.
An instantly recognizable, priceless vehicle
The discussion doesn’t end there. Numéro wants to know the secrets of this massive and impressive car…
Why is the Rolls-Royce instantly recognizable?
Certain golden rules allow us to respect the brand’s heritage. First, at the front of the vehicle, we find the famous Pantheon grille. But the most important thing for us is this horizontal line created by the orientation of the headlights, which are located precisely under the grille, while the Rolls-Royce emblem rises above the horizon. From a strictly architectural point of view, the proportions of the roof, the hood, as well as the arrangement of the vanishing lines, induce this feeling of calm and serenity.
It almost looks like the car is floating.
Exactly! And it even glides like a magic carpet. Do you know why? Because the waterline is hidden in shadow at the bottom of the car. That’s what gives the car the impression of being a kind of yacht.
To design its vehicles, Rolls-Royce always first creates a life-size clay model. Successive sculptures and various digital models allow for the perfect design. And the artisanal dimension is at the heart of Rolls-Royce’s expertise: the automobile is conceived as a monolith, that is to say, designed as a single block, like the hull of a ship that could be filled later. A designer apartment – inspired by naval architecture – that then moves along the road. Without a sound. When the surface of a yacht reflects the waves, the side of the Rolls-Royce reflects the road. Gradually, the work around the vanishing lines gave birth to the two-tone Ghost model, designed as an elegant and warm living room, revealing the iconic “Starlight” ceiling light. And that’s when the stars begin to twinkle in the cabin…
