You may be pleased to hear that this week I’m not going to talk about electric cars, emissions or even the electric revolution. What I am going to talk about is the shots Rolls Royce CEO took at Bentley this week. Age old rivals Rolls and Bentley have been battling it out for the king of luxury for decades. But it’s a war that for the past ten years Rolls have been winning and Rolls Royce CEO Torsten Mueller-Oetvoes puts it down to the fact that Rolls Royce aren’t taking the base for its cars from lesser manufacturers.
It’s true the Bentley of today has taken the Audi Q7 and put a new set of clothes on it to call it the Bentayga, but this is the first major shot heard from Rolls in a long while. Most car companies will remain polite about their competition saying things like, “we enjoy the competition and wish them every success” meanwhile behind the scenes they are plotting every way to put them out of business.
Mueller-Oetvoes made these comments at the European launch of the new Rolls Royce Phantom VIII, saying: “We are not using mass-manufactured body shells. That limits what you can do on the design side, and it undermines exclusivity massively. You don’t want a camouflaged Q7 in that segment. You want to have a true Rolls-Royce.” What this means is that all new Rolls Royces will have their own bespoke underpinning rather than sharing them with the likes of the BMW 7 series which was the basis for the original Ghost.
Rolls are calling this new idea the ‘Architecture of Luxury’ and can be seen in the Phantom VIII, new SUV the Cullinan and future generations of the Ghost, Dawn and Wraith. In a press release about the new Phantom VIII whilst not mentioning them by name Rolls went as far to say, “No future Rolls-Royce will be of monocoque construction as used by mass-manufacturers and some mass-luxury brands.”
Rolls are determined to be the only Luxury car brand there is even if it means tearing down their competition with hurtful words. Bentley are transitioning away from the Audi platform over to the Porsche platform but seems to refuse to make a fully bespoke luxury car of their early years, Bentleys market has changed, the Continental GT is proof their aim is footballers not Lords and Ladies.
What do you think of the luxury battle between Bentley and Rolls Royce, let us know in the comments.
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