Digital technology represents a “phenomenal opportunity” for Rolls-Royce to enhance its personalisation options for customers, according to the lead designer of the firm’s bespoke Coachbuild arm – but it won’t fully embrace such systems until they can offer a luxury experience that beats analogue controls.
The British firm has started to increase the use of systems such as touchscreens in the interior of its cars, but it has so far been on a limited basis, with the likes of the latest Phantom featuring a customised ‘gallery’ option.
“We’re not always the first adopters, and for good reason,” said Alex Innes, head of design at Coachbuild. “For us, technology is about furthering the experience of what is expected of a Rolls-Royce.
“Digitalisation presents a phenomenal opportunity and will enhance our ability to personalise a machine in the customer’s image. We’d never do anything just for the sake of using technology, but we can develop it to fit the marque and what it represents. It’s important not to ask a client to do more than necessary. A Rolls-Royce should be a sanctuary from life’s distractions. It’s our responsibility to apply technology without overstepping the mark.”
Innes cited the example of the Rolls-Royce Phantom and latest Ghost, both of which make use of technology but retain largely analogue controls.
“We carefully select the materials we use,” he said. “That’s why we haven’t started using touchscreens with haptic feedback. The experience of beautifully weighted analogue switchgear still beats a touchscreen.”
READ MORE
New Rolls-Royce Ghost is firm's most advanced model
Join the debate
Add your comment
This attitude from Rolls
This attitude from Rolls Royce makes total sense, technology goes out of date much quicker than materials and finish and Rolls Royces are expected to last much longer than cheaper cars. Imagine how much less appealing a Silver Spirit would be if all its controls had been accessed through a Sinclair ZX Spectrum ( the contemporary 80s technology)! That will probably be how the latest S Class will feel in 40 years time! Unuseable.
Technology is luxury
Until Rolls-Royce recognizes that technology is luxury it will not be the preeminent luxury car.
Mark Singleton wrote:
Complete nonsense. The new Ghost has the latest in driver assistance systems, bespoke suspension design, four wheel steering, so what more do you want? Technology is NOT luxury!
It's why I'll always choose an iPhone over a glitzy Samsung. Pure Android is great, but the skins and bloatware is horrific - like loading a car with useless tech.
If you want toys buy a Merc or BMW.
manicm wrote:
Nothing whispers 'luxury' like Foxconn.
jason_recliner wrote:
Nothing stopping anyone manufacturing in their own countries. I take my hat off to South Korea - they manufacture their own cars and phones.
The US and UK have allowed greed so that capitalism devours innovation whole. The UK once had a thriving telecoms industry. If you don't want to pay your own workers, don't blame the Chinese. Now the US punishes Huewai because they got to 5g first. It's not about spying. It's I repeat, a result of letting capitalism to devour innovation. Just like the tragic Boeing fiasco.
At least you're guaranteed OS updates with Apple for a good while. You're not guaranteed the latest version of Android even with newest Samsung phones. So Apple, with their clean interface and latest updates is what I consider true luxury. I had a Nexus 5X phone once. I absolutely loved it, but it conked out after a year, didn't have the time to send it to LG.
A response I preparation for the...
...obvious question: 'Will Rolls-Royce, the vehicle for the uber rich, attempt to keep up with Mercedes and the new, high tech in the redesigned S-Class, the standard choice for many of the average luxury buyers?' In today's world, technology has become an even bigger and important part of luxury vehicles. With digital screens replacing or complimenting the gauge clusters, touch screens handling infotainment and tablets coming as standard for rear passengers in some vehicles. Add to that are voice and gesture control, 3D and augmented reality mapping and the list goes on. Spending 300K+ for a vehicle and not getting much of these things, especially when most of these features can or will be found on the S-Class, 7 Series and A8, vehicles that are less then one-third the cost (and more) of the Ghost and Phantom, requires a response.
wmb wrote:
No it requires no response, except for those that matter - people who can afford and own a new Rolls-Royce. And the company does their research, and many customers don't want stupid rear screens and the like. Those are not things that define real luxury. Rolls-Royce has developed cutting edge suspension design for the new Ghost. There's CarPlay too. There are all the driver assistant systems available. But they're there to be as unobtrusive as possible.
If you want to play with stupid toys buy a BMW or Maybach instead,