Catering To the Selective Individual, Rolls-Royce’s Beautiful, Brainy New Car
At the recent launch of the 2014 Rolls-Royce Wraith in Scottsdale, Arizona, Richard Carter, Director of Global Communications, said, “This is a company that does not choose volume…we believe that Rolls Royce needs to be rare.”
For a company that doesn’t chase volume, Rolls-Royce is taking greatness to epic proportions. The 110-year-old automaker sold 3,630 vehicles in 2013, up from 3,575 in 2012. Rolls-Royce opened 15 new dealerships last year in cities including Istanbul, Beirut, Lagos, Hanoi and Manila, and plan to open up to eight more in 2014.
Car & Driver named the Rolls-Royce Wraith as one of the 25 cars worth waiting for – and after seeing this luxury dream car, we agree.
Wraith, a name that was first used by Rolls-Royce in 1938, refers to an invisible force; a rare, agile and potent spirit that cannot be tethered to the earth.
The Need for Speed
Not tethered to the earth is a brilliant way to describe the heart of the Wraith—a 624 bhp twin turbo V12 with a 0-60 time of 4.4 seconds.
“This is not only the fastest Rolls-Royce we have ever built, it is also the most powerful with the appropriate amount of exhaust turn. It’s a slightly evil side of Rolls-Royce,” said Carter.
“The swept lines of the fastback, a style whose origins can be found in 1930’s automotive design, most clearly signal its purposeful character, one which hints gently at the noir.”
The Wraith’s Classy Interior
The character continues on the inside where Canadel, a luscious wood imported from Japan, lines the doors and is book-matched throughout the car. Other touches include chrome tips on the dials, recessed piping on the seat panels and leather seats that are crafted like fine saddles.
“We make our cars for the most discerning customers that live in the rarified super power and have the ability to enjoy everything they want. This vehicle is a reward. The Wraith is beyond what the driver can see,” Carter added.
Those discreet luxuries that Carter describes include an interior that provides a quiet haven with well-placed controls and lovely materials that look and feel good to the touch. The sensation one gets in the cabin is much like cruising in a super-fine yacht.
“Our interior design philosophy is not to bombard the customer with a lot of choices,” noted Alex Innes, Bespoke Designer for Rolls-Royce.
But bespoke choices are endless.
For instance, the starlight headliner features thousands of tiny fiber optic lamps hand-woven into the ceiling. And whether an owner wants the starlight headliner to feature their favorite galactic formation, desires a certain shade of denim for the exterior of their car, or needs their monogram on the wheels, Rolls-Royce is more than happy to comply.
Wireless Car Hotspot keeps you connected when you’re on the move. The new Spirit of Ecstasy Rotary Controller gives access to music or directions with a simple swipe of a finger. A small pull or pinch — and you zoom in or out. You c n even write letters directly onto the touchpad. Voice control is even more intuitive, so you can simply say one sentence to call contacts. Bring on your in-car office as you can also record and send audio notes!
Drivetrain with a Brain
The Wraith is also the debut of the Rolls-Royce’s most intelligent drivetrain, literally seeing the road ahead. The Satellite Aided Transmission uses GPS data and the navigation system to predict the road ahead. Then it automatically chooses the right gear on the eight speed transmission delivering power smoothly without any unnecessary gear changes.
As Sir Henry Royce once said, “Take the best that exists and make it better.”
What We Loved
- Fastest, most powerful RR ever
- Classic Interior with Character
- Intelligent Drivetrain
- Fingertip Technology
- Luxury dream car
What You Need to Know
- Priced for the discerning, starting at $289,000+