Design DNA
"There is a unique design DNA that makes a Rolls-Royce instantly recognisable, even when you don't see the grille or Spirit of Ecstasy." Ian Cameron, Chief Designer.
Every new Rolls-Royce starts with a blank sheet of paper and an idea of what might be. Key design cues form the basis of every sketch and each new model reflects the classic proportions that have shaped the marque. So compare a vintage Silver Cloud to Ghost and you'll immediately see the family resemblance in the wheel height, the length of the bonnet and the tapering rear end. Innovation and experimentation have been at the heart of Rolls-Royce philosophy for more than a century. Driven by the uncompromising quest for design perfection, our commitment is best exemplified by our 'EX' Experimental cars. Ghost, Phantom Coupé and Phantom Drophead Coupé all started life as fully engineered EX cars.
See our design sketches
From idea to reality
Designing a new Rolls-Royce is always an exhilarating process. At the start of the project, the team set up their studio in an atmospheric English location, away from the distractions of the office - for Phantom it was a Victorian bank in Mayfair, Central London; Ghost was conceived in a secluded country house. The team looks for inspiration in everything from vintage racing yachts to modern furniture design while they develop and refine their ideas. Starting with pencil sketches, progressing through dynamic illustrations and computer-aided design to a life-size clay model, the car gradually takes shape until it is ready to go to the next stage of development.
