Rolls-Royce reveals what the first Goodwood Ghost taught the Marque

Before Rolls-Royce created the first Goodwood Ghost in 2009, significant time was invested in understanding the group of clients it was tailored to. These were men and women who held the marque’s relentless pursuit of perfection in high esteem and sought a slightly smaller, less ostentatious entry to the Rolls-Royce brand. Before Rolls-Royce created the first Goodwood Ghost in 2009, significant time was invested in understanding the group of clients it was tailored to. These were men and women who held the marque’s relentless pursuit of perfection in high esteem and sought a slightly smaller, less ostentatious entry to the Rolls-Royce brand. The result was a motor car smaller in scale, less overt in design and obsessively simple. Its success fulfilled Rolls-Royce’s most ambitious expectations and it became the best-selling product in the marque’s 116-year history. Additionally, as more Ghosts entered the world, the brand’s Luxury Intelligence Specialists were able to identify developing behaviours in how this particular layer of clients used their motor car, the manner in which they commissioned it and how they perceived Rolls-Royce in a more general sense. This vital data would inform the design and engineering direction of the new Ghost.

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