Article, images, and video by John Grafman
BMW is celebrating its centennial anniversary, and as most would agree Rolls-Royce is dynamic part of this milestone. On this momentous occasion, the ultra-luxury brand is looking to the future. And, this isn’t just a few years down the road, but rather way over the horizon line.
When you start to imagine 25 years ahead into the next stage of transportation, it’s not easy to get a bead on where we will be. Peering over the edge of design it’s a bit hazy. However, the Vision Next 100 (aka 103EX) does provide a clear indication of what a Rolls-Royce will be, and what it won’t.
This is the first RR to be purely conceptual, and as such the 103EX is a landmark for the traditional company. More importantly, this should serve as a prime example for any designer in the auto industry wishing to identify what their company’s brand is all about.
Giles Taylor, Director of Design for Rolls-Royce, is keen on highlighting the elegance and regal nature of the marque, and the presence all of the R-R cars have.
Taylor states, “With the Rolls-Royce VISION NEXT 100 we were mindful not to dwell on the past. We wanted to be as innovative as possible and at the same time transcend the design history of the marque.”
In our conversation, Giles predicts that many automotive brands will be leaning towards automated products, which are highly functional, but tend to be more of an appliance. The development of any new Rolls-Royce will not just incorporate the highest level of technology, but to remain identifiable in a sea of all too similar products.
As Taylor mentions the bespoke nature of the 103EX, it’s possible to deduce that the company could focus even more on individual, completely personalized designs tailored to the customer. With the advancements in rapid prototyping and now manufacturing, there really isn’t a reason why this won’t becomes commonplace for the brand.
Yet, the company will still be the savior of craftsmanship and the talent that’s found only in hand built works of art. The expectation is any future products will utilize the most advance materials, and a zero emissions powertrain.
While today the design of this concept is polarizing, it is hard to conceive what will be the style in a couple decades, and how this will blend into the landscape. Nevertheless, Giles conveniently took a “no comment” and simply smiled when asked whether or not some of the 103EX design cues will be finding a home in upcoming production cars.
The Pantheon grille, although prominent, is not as massive as we see today. This is inline with the move away from petroleum-based engines. The headlamps appear smaller, but have a bit more character. The balance of the two elements keeps the face of the 103EX instantly recognizable as a Rolls. Well, that and the wonderfully illuminated Spirit of Ecstasy.
The massive entry to the interior created by the folding door and roof section formed out of highly curved glass are magnificent in terms of both a technical achievement and in adding a sense of drama. The customer of a bespoke model similar to this will have the opportunity to make a red-carpet arrival wherever the final destination happens to be.
The proportions only amplify the grace and elegance of this body further. This is every millimeter as long as the extended wheelbase Phantom. The cabin, with only one row of seating, suggests an even longer body. The pontoon fenders, almost catamaran like, front and rear allow the body to gently tuck under and create even more surface. This also provides an ever-changing appearance as the car passes by.
The interior is about as sparse and as blissful as it gets. The lounge type sofa in silk doesn’t strike us as automotive, and perhaps that’s the point. Aside from a large flat panel monitor where the firewall normally resides, one would be very hard pressed to think of this as automotive in today’s terms. On the other hand, if all of the owners needs are taken care of virtually, is there really a need to restrain the design to current standards?
An identifying mark you won’t come across everyday is the red Double-R badge of an experimental Rolls-Royce. While we encourage more of these concepts, as would Giles Taylor and team, it’s a bit of an unnecessary task. The reality is, most of the models are already manufactured in relatively small numbers. Or to put it another way, each and every Rolls-Royce is already something extra special.
http://www.rolls-roycemotorcars.com
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