The end of an era? Rolls Royce is retiring their iconic Phantom VII


Rolls Royce’s latest announcement is likely to generate mixed reactions. In an official press release, Rolls-Royce Motor Cars Chief Executive Officer, Torsten Müller-Ötvös, declared that ‘the current Phantom will enter the last stages of its celebrated life in 2016.’ The current Phantom is the seventh generation of the legendary car and started production 13 years ago, so as Rolls Royce enters a new era with by testing all-new aluminum architecture (which will supposedly be a feature of every future Rolls-Royce set to arrive from 2018 onwards), the Phantom VII will finally be retired. Also retiring? The Phantom Coupé and Drophead Coupé models, which will not be renewed in the future.

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Production of the last of the Phantom Coupé and Drophead Coupé models will be completed at Goodwood this November, but they will be given a pretty grand send-off. Rolls Royce is creating a collection of 50 unique Coupé’s and Drophead Coupés, called Phantom Zenith.

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“As the name promises, Zenith will be the pinnacle; the best of its kind; the highest standard achievable by which everything else is judged,” said Director of Design, Giles Taylor, “Zenith will be the sum of all the best features of Phantom Coupé and Drophead Coupé, with a few surprises added. We expect huge demand for these 50 fine motor cars as we shall not look upon their like again.”

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Limited edition features will include Tailgate Hosting Area; laser etched armrests depicting the original launch locations of 100EX in Villa D’Este and 101EX in Geneva; bespoke instrument dials and a special treatment of the iconic Spirit of Ecstasy figurine. Every customer will also receive a special souvenir of their purchase. These limited edition cars will be available in ‘a palate of memorable color combinations from Rolls-Royce’s history.’
We’ll be waiting to see the new and limited edition offerings from Rolls Royce in the months to come.