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Need a lift? Rolls-Royce has “defined the future of luxury mobility” with concept car

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We previously revealed research that found supercars, while thrilling and sometimes associated with a midlife crisis, can offer great returns on investment.

The Mercedes Benz SLS has been found selling for almost £20,000 more than the buying price a year down the line, for example.

“The supercar market is very niche, with a limited number of models available to choose. However, with some proper research, buyers can benefit from the buoyant market. It’s all about finding the right car, and those that are most sought after, bring the greatest returns,” said Philip Nothard, Cap consumer and retail editor.

But when it comes to lavish motors, Rolls-Royce deems itself “the world’s leading luxury brand”. And with designers at the business seemingly spending their spare time rubbing on crystal balls, Rolls-Royce has unleashed a pure concept vehicle dubbed the 103EX.

Torsten Müller-Ötvös, CEO at Rolls-Royce Motor Cars, claimed that the brand “has defined the future of luxury mobility”.

In terminology that hints of Star Trek, he added the showcase “boldly points to a bright future for our marque where our patrons’ individual demands for complete and authentic personalisation will be met through an exquisite fusion of technology, design and hallmark Rolls-Royce craftsmanship.”

Read more on living in the fast lane with the Business Class: 

The company’s design director Giles Taylor, meanwhile, said the aim was “not dwell on the past” while being “as innovative as possible”.

Claiming the 103EX “anticipates the mobility demands of the luxury customer of the future,” the vision vehicle consulted and studied existing customers to ensure it would be up to scratch.

Rolls-Royce noted that “true luxury is deeply personal”, thus four key elements were integrated to underpin the design:

  • The Personal Vision
  • The Effortless Journey
  • The Grand Sanctuary
  • The Grand Arrival

“The Rolls-Royce patron will continue to be a famous figure in the future,” added Taylor.
“I envision that the Rolls-Royce VISION NEXT 100 will play a key role in these people’s lives, guiding and conveying them effortlessly through their life’s journey in an exquisite sanctuary where they can reflect in peace ahead of arriving in the grandest style.”


Features include virtual assistant Eleanor, an artificial intelligence development that acts as a chauffeur to free vehicle owners “of all effort and encumbrance”. The tech will also remind passengers of schedules and tasks in their diaries.

In what is supposed to create something of a “magic carpet ride”, Eleanor will pull the car around when passengers want to travel, offering suggestions and recommendations to ensure journeys are seamless and safe. 

As for the cabin, it comes with handcrafted wood panelling, sofa laced in silk and wool, while a deep-pile wool carpet has been woven in London so passengers “can enjoy as they luxuriate in the ample space created by the removal of the chauffeur”.

“Rolls-Royce design today is the epitome of elegance,” Taylor added. “And this elegance is achieved through simplicity of design under which lies the technology that makes our patrons experience effortless.”

Elsewhere, Aston Martin has plans to manufacture in Wales, using a 90-acre site for creating the new Aston Martin crossover car – the “DBX”.

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