Rolls-Royce is at a crossroads, trying to figure out which way to turn its majestic cars. The producer of ultra-luxury motors, patronised by successful entrepreneurs, entertainers and royalty, is looking to the future and sees a world in which its gas-guzzling V-12 engines stall under pressure from harsh government regulations to curb carbon emissions.
So the BMW-owned carmaker of British heritage has embarked on an experiment that it modestly calls a 'market research' project, which has involved building an all-electric version of its most exclusive model, the Phantom. This year, the 102EX, or Phantom EE as it's also called, is being flown around the world to test the pulse of buyers, car industry specialists and the media.
The saloon was in Beijing last week for its only stop in China after a stint in Singapore. It will make further stops in Europe, the Middle East, Japan and North America.
The problem is, Rolls-Royce fears, the first ultra-luxury electric car might not be something traditional customers give a damn about.
'Rolls-Royce owners are people who are used to getting what they want; they are very demanding,' says Richard Carter, the carmaker's director of global communications.
'An owner might say, 'I have 14 factories and have just reduced my carbon emissions by X tonnes - and you're talking about grams!' They believe they deserve to have a Rolls-Royce. But Brussels, California or China could introduce new caps on emissions tomorrow and we'd be out of business. Rolls-Royce owners love their V-12s and we have to explain this to them. The attitude of owners has to change.'
Self-made multimillionaires make up the bulk of Phantom owners, and they have no problem thinking outside the box when it comes to bespoke. Whatever they want, as long as it doesn't compromise the basic Rolls-Royce blueprint, they get. It could be a family crest embroidered onto the headrests, a picture of mum behind the speedometer. Customers can also choose from scores of colours for the leather and wood veneer, and from a vast colour range for the paintwork. Want your car the same shade as your favourite wine? No problem. The colour of your beloved poodle? Easily done.
