Thursday 5th October 2006

Rolls Royce heads downmarket

Iconic firm to build cheap Roller

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RR Phantom to get a sibling

Rolls Royce is going downmarket.

It plans to launch a series of cheaper cars, also built at its Goodwood factory. We can expect to see the results within four years.

BMW boss Ian Robertson -- the Munich company now owns Rolls, of course -- said at the Paris motor show that he'd expect to sell the cars for around £135,000 to £150,000, well below the £250,000 price tag that its current sole model, the Phantom, commands.

We don't know what it'll look like, but it will be competing in what many supercar makers see as an awkward price bracket: not quite high enough to be seriously exclusive, but a tad too high for those who want a supercar but don't want to pay more than a house for it.

Robertson reckoned that the company wouldn't be competing head-to-head with Bentley -- even though that price range is sandwiched between Bentley's most popular model, the Continental GT at £117,000 and the Arnage at £160,000.

Could be interesting to watch, as it's the first time that the two marques have been in serious competition since the near-bankrupt Bentley was bought by Rolls in 1931.

[oppressed mass]

ROLLS ROYCE HEADS DOWNMARKET
Iconic firm to build cheap Roller


Roller Sk 8??

[sprinter885]

oppressed mass said:

ROLLS ROYCE HEADS DOWNMARKET
Iconic firm to build cheap Roller


Roller Sk 8??

Another gem.

[tombstone]

Phantom only worth that anyway... terrible build quality!!!

[Bodo]

That'll be interesting to see how they are going to do this.
Jaguar, Aston Martin and Bentley's image have been battered by going downmarket (higher prod figures) and producing lesser models.

[rob e]

oppressed mass said:

ROLLS ROYCE HEADS DOWNMARKET
Iconic firm to build cheap Roller


Roller Sk 8??

doh! i did a google on a rolls royce sk 8.....

[mjk1]

Bodo said:

That'll be interesting to see how they are going to do this.
Jaguar, Aston Martin and Bentley's image have been battered by going downmarket (higher prod figures) and producing lesser models.

What b*****ks, Aston Martin's image battered? I don't think so, they're flying higher than ever with the cheapest but best car they've ever made and long may it continue.

[Bodo]

mjk1 said:

Bodo said:

That'll be interesting to see how they are going to do this.
Jaguar, Aston Martin and Bentley's image have been battered by going downmarket (higher prod figures) and producing lesser models.

What b*****ks, Aston Martin's image battered? I don't think so, they're flying higher than ever with the cheapest but best car they've ever made and long may it continue.

Not sure if your "b*****ks"-argument convinces me; however you are right about the cheaper mass product.

[Beefmeister]

And then a year after it comes out, we'll see a blinged up Project Kahn version, on 22" rims, tinted windows, and featuring that special umbrella.....

[FestivAli]

Bodo said:

That'll be interesting to see how they are going to do this.
Jaguar, Aston Martin and Bentley's image have been battered by going downmarket (higher prod figures) and producing lesser models.

Its short term business sense - volume = money. Does image really matter if you're making a profit? The people who can afford them buy them, and the people dissapointed in the image only lose their aspirations.

Ali.

[ya55erm]

who dosnt want to say they own a RR Put your hand up!

[petrol_noggin]

Beefmeister said:

And then a year after it comes out, we'll see a blinged up Project Kahn version, on 22" rims, tinted windows, and featuring that special umbrella.....

Well its not like the full fat Phantom has escaped kahn's clutches...

[cardigankid]

Since when was Ian Robertson the boss of BMW?

[Rob_the_Sparky]

So how long before they make a FWD diesel estate? (Jag)