Rolls-Royce Says It Is Prioritizing Luxury Over Technology

Rolls-Royce is remaining steadfast in its position to prioritize luxury over new technologies.
Following the recent launch of the second-generation Ghost, complete with a familiar Rolls-Royce interior that features many physical buttons and switches, it’s clear the British car manufacturer is taking a different approach to what Mercedes-Benz is doing with the new S-Class.

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Speaking with Autocar, the head designer of automaker’s Coachbuild arm, Alex Innes, said it is very important for Rolls-Royce to carefully considering the new technologies that it introduces.

“We’re not always the first adopters, and for good reason. For us, technology is about furthering the experience of what is expected of a Rolls-Royce,” Innes said. “Digitalization presents a phenomenal opportunity and will enhance our ability to personalize 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.”

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Innes added that the reason why vehicles like the Phantom and Ghost use analog controls rather than touchscreens with haptic feedback is simply because they are nicer to use.

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As for the new Ghost, just because it doesn’t have a cabin loaded in high-resolution touchscreens doesn’t mean it eschews the latest technologies. In fact, it has the automaker’s most technologically advanced suspension ever that uses cameras to read the road ahead and prepares the suspension for changes in the road surface.

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