2003 Rolls-Royce RR01 - The Ultra-Luxury Sedan War is Heating Up
The Rolls Royce name has been associated with everything that is 'the best' about luxury automobiles since time immemorial. Each model is hand-crafted, with hand-stitched Connolly leather, Wilton wool carpets and individually prepared burred walnut, oak or bird's eye maple trim. On January 1, 2003, R-R will be transferred to the capable hands of BMW AG, who have a special 12-cylinder model being prepared to commemorate the occasion.
It's not certain whether the new car will be dubbed a 2003 or 2004 model, but considering Rolls-Royce's penchant for the understatement (horsepower ratings that merely stated 'adequate' come to mind) it wouldn't make much sense to bow to current marketing spin trends and fix a 2004 model year to a vehicle launched on the first day of 2003.
That said the new Rolls will have to be quite a machine to extinguish the flames of enthusiasm lighting up both Maybach and Bentley camps. For the time being we'll have to placate ourselves with heavily camouflaged prototypes, artist's computer-enhanced renderings and general hearsay before we can get a good look at the real McCoy. A select few potential customers have been made privy to exclusive showings of pre-production models, but they're not talking either. It's not only that BMW wants to keep its best kept secret under wraps until launch day, but more so due to a prohibition by current owner Volkswagen to market the brand until the New Year.