The post-opulence of the new Rolls-Royce Ghost

The term that Rolls-Royce decided to use to introduce its new model, the Ghost, is post-opulence, one that indicates a new category of luxury products that keep the classic design and sophistication of materials leaving behind those luxurious extravagances that had come to define the luxury car market. During a recent interview that Alex Innes, the designer of Rolls-Royce's bespoke service, made with Forbes, this term emerged as opposed to the concept of premium mediocrity, which the designer used to define all those products whose value is based more on the brand than on the substance. Innes explained: 

Rolls-Royce is the antithesis of this [premium mediocrity]. We take the substance more seriously than the brand that it carries, which is largely why our patrons come to us. This is what we mean by post-opulence. 

The new Rolls-Royce Ghost is also aimed at a wider audience than the British carmaker's classic customer base. The design of the car is more compact than that of the Phantom mainline and its list price, which starts at 300,000 euros, is also slightly lower than the average Rolls-Royce. Thanks to its modular aluminium platform and 50-50 four-wheel drive weight-sharing, its driving dynamics are much better than the previous model. Between the new Planar Suspension System with a swinging arm and a 571 horsepower bi-turbo V12 engine, the driving experience becomes fluid and easy. In addition, thanks to Flagbearer technology, the car's computer system is able to read the road surface and regulate the cushioning autonomously. 

Another strong point of the car is the sound-absorbing system, to eliminate the problem of noise pollution. More than 100kg of insulation material has been installed in the door and bodywork making the new Ghost the quietest car in its line. Other innovations include the longer body length that now exceeds five and a half meters and the update made to headlights and front grille, made edgier for a more modern look.