First Phantom Series II cars officially introduced to Taiwan Latest version of pinnacle, super-luxury car features significant updates to drivetrain, electronics and subtle design enhancements Rolls-Royce Motor Cars proudly presents Phantom Series II in Taipei for the first time. Phantom Series II is the latest evolution of the pinnacle, super luxury car for Taiwan since […]

  • First Phantom Series II cars officially introduced to Taiwan
  • Latest version of pinnacle, super-luxury car features significant updates to drivetrain, electronics and subtle design enhancements

Rolls-Royce Tapei

Rolls-Royce Motor Cars proudly presents Phantom Series II in Taipei for the first time. Phantom Series II is the latest evolution of the pinnacle, super luxury car for Taiwan since Phantom was launched in 2003 and established itself as the benchmark for the segment. Today, Rolls-Royce Motor Cars continues to embrace the finest principles of its founding father, Sir Henry Royce who famously urged employees, “to take the best that exists and make it better”.

For 2012, pinnacle Phantom family has been thoughtfully updated with contemporary yet timeless design enhancements that frame the introduction of cutting-edge technologies which significantly improve the car’s drive-train, ease-of-use and connectivity.

“We are pleased to present Phantom Series II here in Taipei for the first time,” said Paul Harris, Regional Director, Rolls-Royce Motor Cars Asia Pacific. “Phantom sparked the Rolls-Royce renaissance in 2003, becoming the benchmark for automotive luxury and refinement. It goes beyond its primary role as a car; to many clients it is a work of art or a rare and collectable object of desire.”

Dan Balmer, General Manager for South and East Asia Pacific, added, “A Rolls-Royce Phantom is a blank canvas from which our customers commission their highly Bespoke motor cars to reflect their tastes, lifestyles and even businesses. As with all Rolls-Royce dealerships, Grandwell Motors has the capability to take care of the commissioning process and the crucial customer care for Rolls-Royces. Being the authorised Rolls-Royce Motor Cars dealer in Taipei, Grandwell Motors complies with the very best standards set by Rolls-Royce that ensure a purchasing experience without peer. State-of-the art aftersales and servicing facilities complement this, creating an effortless ownership experience.

Mr. Wilhelm Tsai, General Manager, Rolls-Royce Motor Cars Taipei, said, “The Taiwanese market continues to prove its appetite for luxury products and there has always been healthy demand for Phantom family cars. For highly successful Taiwanese clients, Phantom has been the iconic car to own. These clients are connoisseurs with discerning tastes who enjoy the process of commissioning highly bespoke, limited edition Rolls-Royce motor cars. The interest and demand we have had for these extraordinary cars is testament to the regard the marque is held in by the Taiwanese business community.”

LED headlights as standard

Rolls-Royce Director of Design during Phantom Series II’s development, Ian Cameron, likened the evolutionary design to a “familiar theme, lit in a different way”. And Phantom’s striking new front-end, with restyled bumpers and rectangular light apertures, perhaps best encapsulates the essence of the significant changes that lie beneath.

Rolls-Royce now offers fully-LED headlamps as standard for Phantom Series II. As well as delivering a characteristic whiter light, augmenting safety and reducing the likelihood of driver tiredness, these allow for the introduction of new technologies that better control lighting.

Curve light functionality, for example, uses electronically-controlled reflectors to focus headlamp beams in the direction of travel, providing greater illumination of the road ahead when cornering. Adaptive headlamps change the cone of light projected onto a road – effortlessly of course – in response to different driving speeds.

Effortless as standard

Every part of the Phantom experience should be effortless, so new driver assistance technologies and a modern user interface with redesigned multi-media controller, have been designed for Phantom Series II.

The new satellite navigation system has been fully updated. Information, maps and video content is presented on Phantom’s larger 8.8-inch control centre display, a feature underlined by eight programmable bookmarks presenting access to key functions at a driver’s fingertips.

Front, rear and top-view camera systems further augment ease of manoeuvring. When reverse parking, for example, rear path prediction automatically deploys on the screen.

Enhanced drive-train

The word ‘waftability’ has long been part of the Rolls-Royce lexicon, with models past and present famed for their magic carpet ride. Phantom Series II reinforces the company’s reputation for both.

A new 8-speed automatic gearbox and rear differential enhance already exemplary driving dynamics perfectly complementing the V12 direct injection engine. Fuel consumption improves by 10 per cent on the combined cycle and, as a result, CO2 emissions fall from 388 to 347 g/km.


Phantom is considered the ultimate automotive canvas for the Rolls-Royce bespoke programme. A selection of 44,000 external paint hues, limitless wood veneer options, leather styles and colours are available – allowing for personalisation that is practically endless. A team of bespoke designers, along with talented craftsmen and women, produce cars that are ‘built to order’ by Taiwanese customers. 90 percent of all Rolls-Royce Phantoms that come to the Asia-Pacific region are bespoke.


Rolls-Royce Phantom Series I was launched on 1 January 2003, following a five-year development phase, under new ownership of the BMW Group. In addition to bringing a flagship Rolls-Royce to life, the company also built its state-of-the-art headquarters and production site on the historic Goodwood estate, in the heart of the English countryside. This unprecedented achievement was all the more impressive for a brand that shouldered a weight of expectation that came with the famous Rolls-Royce name and Spirit of Ecstasy as its mascot of excellence.

In 2005, Rolls-Royce launched Extended Wheelbase to join Phantom. This was followed by the presentation of unforgettable open-top motoring courtesy of Phantom Drophead Coupé in 2007 and the ultimate grand tourer – Phantom Coupé – which debuted in 2008. The Phantom family was joined by the award-winning, less formal Ghost family featuring Ghost and Ghost Extended Wheelbase.

Phantom’s iconic appeal and position as a luxury good without equal has seen its sales increase through the years, along with Ghost. In 2011, Rolls-Royce delivered 3,538 cars to customers worldwide, up 31 percent on the previous year’s total of 2,711. This represented the highest annual sales in the 108-year history of Rolls-Royce, the previous best being 3,347 cars sold in 1978. Sales growth was reported across all regions with Bespoke content at highest-ever levels, reaffirming the brand’s position at the pinnacle of the ultra luxury segment.

Gerald Ferreira

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Published : Monday August 20, 2012

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