Phantom was immersed in Rolls lore
Skip to main content
Sister Publication Links
  • Automotive News Canada
  • Automotive News Europe
  • Automotive News Mexico
  • Automotive News China
  • Automobilwoche
AN-LOGO-BLUE
Subscribe
  • Subscribe
  • Account
  • login
  • HOME
  • NEWS
    • Dealers
    • Automakers & Suppliers
    • News by Brand
    • Cars & Concepts
    • China
    • Shift
    • Mobility Report
    • Special Reports
    • Digital Edition Archive
    • This Week's Issue
    • China trade
      China sees U.S. postponing Dec. 15 threat as tariff cuts debated
      Dealer
      China auto sales drop for 17th straight month in November
      VW's Jetta subbrand launches with 3-month sales of nearly 30,000
      BYD lands major e-bus order in Netherlands, Colombia
    • Many lessons learned -- and some underway -- on battery safety
      Four technologies that could take the world beyond lithium ion
      How adhesives aid EV design
      A look at how lithium ion batteries work
    • CEO of GM's Cruise hints at offering low-cost shared rides
      NTSB scrutinizes 'automation complacency' after Uber crash
      Karl-Thomas Neumann joins board of Israeli startup
      Nuro will soon start driverless deliveries in Houston
    • Automotive News special report: Retail Realities
      2019 UAW-Detroit 3 negotiations: The path forward
      Dealerships owned by ex-NFL stars face collapse, litigation
      Want a luxury car? Try a Kia
    • With battery partner, GM eases risk
      Automakers push GPB to sell stores
      FCA and PSA together will be stronger, Tavares says
      Nissan furloughs U.S. employees to save cash
    • Access F&I
    • Fixed Ops Journal
    • Marketing
    • Used Cars
    • Sales
    • Best Practices
    • Dealership Buy/Sell
    • NADA
    • NADA Show
    • Automakers
    • Manufacturing
    • Suppliers
    • Regulations & Safety
    • Executives
    • Leading Women Network
    • Guide to Economic Development
    • PACE Awards
    • Management Briefing Seminars
    • World Congress
    • Aston Martin
    • BMW
      • Mini
      • Rolls-Royce
    • Daimler
      • Mercedes Benz
      • Smart
    • Fiat Chrysler
      • Alfa Romeo
      • Chrysler
      • Dodge
      • Ferrari
      • Fiat
      • Jeep
      • Maserati
      • Ram
    • Ford
      • Lincoln
    • General Motors
      • Buick
      • Cadillac
      • Chevrolet
      • GMC
      • Holden
    • Honda
      • Acura
    • Hyundai
      • Genesis
      • Kia
    • Mazda
    • McLaren
    • Mitsubishi
    • Nissan
      • Infiniti
    • PSA
      • Citroen
      • Opel
      • Peugeot
    • Renault
    • Subaru
    • Suzuki
    • Tata
      • Jaguar
      • Land Rover
    • Tesla
    • Toyota
      • Lexus
    • Volkswagen
      • Audi
      • Bentley
      • Bugatti
      • Lamborghini
      • Porsche
      • Seat
      • Skoda
    • Volvo
    • (Discontinued Brands)
    • Auto Shows
      • Detroit Auto Show
      • New York Auto Show
      • Los Angeles Auto Show
      • Chicago Auto Show
      • Geneva Auto Show
      • Paris Auto Show
      • Frankfurt Auto Show
      • Toronto Auto Show
      • Tokyo Auto Show
      • Shanghai Auto Show
      • Beijing Auto Show
    • Future Product Pipeline
    • Photo Galleries
    • Car Cutaways
    • Design
  • OPINION
    • Blogs
    • Cartoons
    • Keith Crain
    • Automotive Views with Jason Stein
    • Columnists
    • China Commentary
    • Editorials
    • Letters to the Editor
    • Send us a Letter
    • Alfa-Romeo-Stelvio- web.jpg
      Alfa Romeo could be Tavares' toughest turnaround
      Iacobelli
      Alphons Iacobelli: The bad penny that keeps turning up
      With Mach-E, Ford ensures Mustang badge will live on
      Autonomous
      A call for clarity on self-driving terminology
    • view gallery
      1 photos
      Hop On In
      view gallery
      1 photos
      Polarizing Design
      view gallery
      1 photos
      Charging Ahead
      Roger Penske buys the Indianapolis Motor Speedway and IndyCar
      view gallery
      1 photos
      Pace Truck
    • Shifting gears away from the stick shift
      SEMA still a wonderful circus
      Penske still has plenty of races to win
      Ford's turn in the hot seat
    • December 6, 2019 | All-Stars will leave an imprint on the industry’s future
      November 29, 2019 | Plenty to be thankful for in the automotive industry
      November 22, 2019 | GM’s lawsuit against FCA is all about payback
      November 15, 2019 | Will anyone buy EVs?
    • Jody Hall
      Manufacturing materials count in vehicles' impact on planet
      EV hype or reality? Follow the money
      Lindsay VanHulle
      AI changes work at dealerships
      Troy Blackwell
      New ideas needed to lift EV residuals
    • EV taxis
      Beijing, unrelenting, steps up push for EV output
      Buick in China
      Global automakers raise bet on gasoline crossovers, SUVs in search of growth opportunities
      American brands, losing ground, face new challenges in China
      PSA, FCA must confront excess China capacity under merger
    • Uber case should prompt tighter AV controls
      Plan to clean up UAW corruption is a good start
      Shared benefits make FCA-PSA union worth risk
      GM, UAW should get credit for working out deal
    • Trabant has been reliable, mostly
      Cadillac needs to get its priorities straight
      Dealers can find out how to follow ADA
      Indeed, Penske did have another win
  • DATA CENTER
  • VIDEO
    • AutoNews Now
    • First Shift
    • Special Video Reports
    • Weekend Drive
    • AutoNews Now: Toyota NA chief Jim Lentz to retire in March
      AutoNews Now: GM, Ford praise USMCA compromise
      AutoNews Now: Cadillac pilots virtual showroom with live agents
      AutoNews Now: Uber discloses 3,000 claims of sexual assault in 2018
    • First Shift: Chevy SUVs get more space, tech, safety features
      First Shift: Workers at several FCA plants vote to approve contract
      First Shift: VW, Toyota push Prime to sell stores
      First Shift: Tesla's China-made cars qualify for subsidies
    • Florida FCA store scores with soft-sell approach in service drive
      Ford's Jim Hackett on Wall Street, the Mustang Mach-E and tech opportunities for dealers
      watch video
      9:13
      Women service staffers defy perceptions, boost customer satisfaction
      Tenn. dealer preaches profits, fixed ops longevity, workplace empathy
    • Why Carlos Tavares wants to merge PSA and FCA  
      Lincoln aims to 'paint a new picture' for shoppers
      VW's Scott Keogh on bringing 'cool' EVs to the masses
      How Toyota found its 'niche' in Mexico
  • EVENTS & AWARDS
    • Events
    • Awards
    • World Congress
    • Retail Forum: NADA
    • Canada Congress
    • Marketing 360: L.A.
    • Europe Congress
    • Retail Forum: Chicago
    • Leading Women Conference Detroit
    • Retail Forum: Toronto
    • Fixed Ops Journal Forum
    • 100 Leading Women
      • Submit a nomination for 2020
    • 40 Under 40 Retail
    • All-Stars
    • Best Dealerships To Work For
    • PACE Awards
    • PACEpilot
    • Rising Stars
    • Europe Rising Stars
  • JOBS
  • +MORE
    • Leading Women Network
    • Podcasts
    • Webinars
    • Publishing Partners
    • Classifieds
    • People on the Move
    • Newsletters
    • Contact Us
    • Media Kit
    • RSS Feeds
    • Shift: A Podcast About Mobility
    • Special Reports Podcasts
    • Weekend Drive Podcasts
    • Ally: Do It Right
    • DealerSocket
    • Deloitte: Cyber everywhere: Preparing for automotive safety in the face of cyber threats
    • Facebook: The road to a zero-friction future
    • Guide To Economic Development
    • PayPal Credit: How consumer financing helps drive sales for online auto parts retailers
MENU
Breadcrumb
  1. Home
  2. Automakers & Suppliers
January 13, 2003 12:00 AM

Phantom was immersed in Rolls lore

To create the new Rolls-Royce Phantom, BMW carried out close studies of the tradition and 'Britishness' of the marque

Richard Johnson
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print

    GOODWOOD, England - Tim Leverton knew a thing or two about Rolls-Royce cars before his bosses at BMW put him in charge of developing an all-new one.

    The 43-year-old ex-Land Rover engineer wasn't born with a silver spoon in his mouth. But there was a Silver Shadow in his family's garage.

    Leverton's father was a Rolls-Royce engineer and regularly drove a mid-1960s vintage Shadow.

    The Shadow was not only the luxury standard of its time, but was at the cutting edge of automotive technology. It's been a long time since you could say that about a Roller. Not since the Silver Shadow, in fact.

    Young Tim Leverton got to know Rolls-Royce from the inside out and the experience would serve him well. In April 1999 he was appointed chief engineer of the new Rolls-Royce vehicle development project - code-named the RR01. He was the first engineer assigned to the project.

    Growing up with Rolls

    Leverton had come to BMW through Rover group, where he'd been engineering director of Rover Body & Pressings. Starting in 1995 - after BMW acquired the British carmaker - he was responsible for Land Rover's Luxury and Full Size Vehicle Platform.

    His father had been engineering director of the diesel division at Rolls-Royce Motors.

    "I grew up with Rolls," Leverton said. "It was a major part of my consciousness. I knew what Rolls-Royce stood for in engineering terms."

    His job was to put Rolls-Royce back on the track that it had been off since the Silver Shadow debuted in 1965.

    "We set out to recapture the Rolls-Royce spirit of the first third of the 20th century," he said. "During the last third of the century the resources were not available to allow Rolls-Royce to do what it wanted to do. So we tried to see the evolution of Rolls, not just build on what car came immediately before it."

    In July 1998, the UK defense group Vickers sold Rolls-Royce and Bentley Motor Cars to Volkswagen. But then-BMW CEO Bernd Pischetsrieder - in his famous counterplay - gained control of the Rolls-Royce name. BMW's ownership of the rights became effective this month. Bentley stays with VW.

    Hand-picked by Bangle

    In Munich, project planning for a new Rolls began immediately after the 1998 deal. In February 1999, a makeshift studio was quietly established in a former Westminster Bank on posh Bayswater Road near Hyde Park in central London. Inside BMW, the clandestine studio was referred to as "The Bank."

    The design team, headed by Englishman Ian Cameron, included three exterior stylists - a Briton, an American and a Japanese; and two interior designers - an Englishman and an American.

    All the designers came from within BMW, hand-picked by group styling boss Chris Bangle. Bangle had invited BMW's global design staff to apply for jobs at the new Rolls by submitting portfolios of their work.

    Cameron, 52, a graduate of the Royal College of Art, brought a unique experience to the job. He had spent six years in Turin at Pininfarina, which designs all Ferraris. As a result, he must be the only stylist in history to have involved himself both with Ferraris and Rolls-Royce.

    In 1981, Cameron became chief designer at Iveco-Fiat and since 1992 has worked at BMW. He was project leader for the current-generation 3 series, the Z8 sports car and the L30 Range Rover.

    "The [Bayswater Road] studio location gave the designers access to the experience we were trying to capture," said Leverton. "Every 10 minutes a Rolls-Royce would go by. It must have been the densest population of Rolls-Royce cars in world."

    Old-time coachbuilders

    To get the hang of Rolls, the design team also threw themselves into the English social season, visiting Ascot and the Henley Regatta, for instance, probing Rolls owners about their cars.

    "We drove a lot of cars to understand not only what Rolls was, but what the British coachbuilding tradition was," Leverton said.

    While design work was going on in London, Leverton led a team of engineers in Munich. After studying Rolls' history and the great variety of body types created by the old-time coachbuilders that used Rolls-Royce chassis, the project team chose two cars they felt should influence the new one.

    One was the 1955 Silver Cloud I.

    "It was the last traditional Rolls-Royce-looking car, in the tradition of British coachbuilding," Leverton said.

    The other was the mid-1960s Silver Shadow, the last truly contemporary Rolls-Royce, a car with state-of-the-art technology. For instance, the Silver Shadow was the first Rolls with unibody construction and air suspension.

    "The Silver Shadow was true to its heritage, but embedded in it was very modern technology, such as power lifts and air conditioning," said Leverton. "We had the vision that our car had to be a state-of-the-art car, so we sought to find the best technology available."

    The former owner, Vickers, couldn't afford to do that.

    "The Spirit, which debuted in 1980, was basically a facelift and [the 1998 Silver] Seraph was based a lot on the architecture of the Shadow," said Leverton. "The underpinnings of those cars were rooted in the 1960s."

    Tony Gott, the current Rolls CEO, came up through the ranks as an engineer at Vickers-controlled Rolls. He said the old firm could not keep up with the automotive times.

    "It is impossible these days for small manufacturers to produce cars at the level of the new car," said Gott. "There was nothing wrong with the motor car, but was it excellent enough?"

    The look of 'sitting back'

    The project team in Munich and the stylists in London finally decided what they wanted in a design. A shape that Leverton described as "well forward at the front; with large-diameter wheels; a large, large bonnet; instrument panel under the cowl; the waistline dropping; the sill line rising as you go back from radiator.

    "We wanted the look of sitting back," he said, "a completely different feeling than you get on the S class or 7 series with their forward looking lines, dropping to the front."

    The Rolls team also wanted a big surface, big body volume, but a very refined finish.

    "We didn't want a vast amount of chrome detailing," said Gott.

    They wanted a vertical face and a wide C-pillar, so the rear passenger can't be seen, but can see out.

    Clay modeling started in May 1999 at a secret location in central London called "The Holborn Studio" or sometimes "The Bookshop," so named only because it sounded unsuspicious.

    "The FIZ [BMW's technical development center in Munich] had plenty of good facilities, but we did the modeling in London," said Gott. "Clearly, this was something that should not be integrated."

    Indeed, the Rolls team never worked in the FIZ. The engineering project office was 10 minutes away.

    The exterior shape was selected in December 1999. The team chose a design by the then 31-year-old Marek Djordjurc, a Croatian now working at BMW's Designworks studio in California.

    Djordjurc's original sketch showed a short front overhang, long bonnet, upright windshield angle and lines dropping to the rear for sitting-back stance.

    In 1999, Cameron met with John Blatchley, designer of the Silver Cloud and the Silver Shadow to show him the Djordjurc design. The 87-year-old designer gave his blessing to the shape of the new Rolls.

    British designer Charles Coldham did the interior. The inside layout is minimal and uncomplicated.

    Rear-hinged door is vital

    "The emphasis is on natural materials rather than technology," said Leverton.

    The project team also sought to emulate the privacy of the 1947 Silver Wraith. The car had bench seats in the rear and no transmission tunnel. Getting in and out was easy.

    "The Silver Wraith is conceptually very difficult from anything on the market today, with a flat floor and rear-hinged door," said Leverton.

    That led the team to a crucial decision. "From the beginning we saw the rear-hinged door as being vital," said Leverton.

    Coach doors allow the rear passenger to be seated well back and protected by the large C-pillar. Together with the front doors they also form a safety barrier for passengers entering and leaving the car while they are open, according to the Rolls engineers.

    "We knew what we had to do," said Leverton. "My vision of the concept of the car was never other than this door. Yet the rear-hinged door has disappeared from modern cars because of legislative requirements."

    EU regulators had outlawed coach doors because they can easily catch the wind and fly open.

    European safety regulations require that rear-hinged rear doors have an "interdependent mechanical relationship with the front doors."

    "What we have been able to do is disable the door at certain speeds and we put that argument forward to the EU," said Leverton.

    The last Rolls with a rear-hinged door was the Phantom 6 in early 1970s.

    At 5,800mm, the new Rolls is 400mm longer than the Silver Seraph and 127mm taller. The difference is all in the wheelbase. The rear overhang is the same. The front wheels are far forward.

    Meanwhile, the edges are sharper and the grille is taller.

    The Phantom is powered by a 6.75-liter, naturally-aspirated V-12 derived from the 7-series engine. It has more torque at 1000rpm than the Seraph at peak torque.

    Some interesting Rolls-Royce facts

  • Employees at Goodwood will wear color-coordinated uniforms featuring vests and neckties. Beige and brown is the dominant color scheme.

  • The Phantom is the first car ever to have umbrellas stored in each rear door.

  • The Rolls-Royce interlocked double-R logo on each wheel will always remain upright, because a gyroscopic device in the wheel keeps the badge from turning with the rest of the wheel.

  • The Spirit of Ecstasy emblem electrically retracts whenever the car is parked.

  • Leather at the Goodwood shop will be marked for cutting by lasers, instead of the templates used traditionally at Crewe.

  • Sir Henry Royce, the engineering genius who co-founded Rolls-Royce, lived at West Wittering, just a few kilometers away from the new factory's site. Though he was a visionary, Royce was notoriously meddlesome. The company worked better when his drawings and ideas were conveyed to Derby by messenger.

  • The Phantom is the first production vehicle to come with Michelin run-flat tires and will have no spare.
  • Importance of 'waftability'

    "Waftability" is the term Rolls uses for power with little apparent effort. In fact, waftability is critical. The Silver Seraph was criticized for the lack of it.

    "Every aspect of the car is oriented toward delivering it," said Leverton. "That leads you to naturally aspirated engine. A turbo needs to be 2,000-3,000 rpm before you get strong performance."

    Leverton said less than 10 percent of the new car's parts are shared with other BMWs. There are no major modules or systems interchangeable with the 7 series, for instance.

    "The board repeatedly told us, 'The project is yours and it is your responsibility to tell us how that should be,'" he said. "We looked at something based on the 7 series, but simply couldn't. The driving position is different. This has nothing to do with a BMW."

    Everything about the Rolls is oriented to comfort.

    "The car is a pleasure to drive," said Leverton. "You can drive a car through France to Monte Carlo and it is better than any flight."

    Letter
    to the
    Editor

    Send us a letter

    Have an opinion about this story? Click here to submit a Letter to the Editor, and we may publish it in print.

    Recommended for You
    Digital Edition
    THIS WEEK'S EDITION
    See our archive
    Fixed Ops Journal
    Fixed Ops Journal - 10-21-19
    Read the issue
    See our archive
    Sign up for free newsletters
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please select at least one newsletter to subscribe.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Get Free Newsletters

    Sign up and get the best of Automotive News delivered straight to your email inbox, free of charge. Choose your news – we will deliver.

    Subscribe Now

    Get 24/7 access to in-depth, authoritative coverage of the auto industry from a global team of reporters and editors covering the news that’s vital to your business.

    Subscribe Now
    Connect With Us
    • Facebook
    • Instagram
    • LinkedIn
    • Twitter

    Our mission

    The Automotive News mission is to be the primary source of industry news, data and understanding for the industry's decision-makers interested in North America.

    AN-LOGO-BLUE
    Contact Us

    1155 Gratiot Avenue
    Detroit, Michigan
    48207-2997

    (877) 812-1584

    Email us

    Automotive News
    ISSN 0005-1551 (print)
    ISSN 1557-7686 (online)

    Fixed Ops Journal
    ISSN 2576-1064 (print)
    ISSN 2576-1072 (online)

    Resources
    • About us
    • Contact Us
    • Media Kit
    • Subscribe
    • Manage your account
    • Reprints
    • Ad Choices Ad Choices
    • Sitemap
    Legal
    • Terms and Conditions
    • Privacy Policy
    Automotive News
    Copyright © 1996-2019. Crain Communications, Inc. All Rights Reserved.
    • HOME
    • NEWS
      • Dealers
        • Access F&I
        • Fixed Ops Journal
        • Marketing
        • Used Cars
        • Sales
        • Best Practices
        • Dealership Buy/Sell
        • NADA
        • NADA Show
      • Automakers & Suppliers
        • Automakers
        • Manufacturing
        • Suppliers
        • Regulations & Safety
        • Executives
        • Leading Women Network
        • Guide to Economic Development
        • PACE Awards
        • Management Briefing Seminars
        • World Congress
      • News by Brand
        • Aston Martin
        • BMW
          • Mini
          • Rolls-Royce
        • Daimler
          • Mercedes Benz
          • Smart
        • Fiat Chrysler
          • Alfa Romeo
          • Chrysler
          • Dodge
          • Ferrari
          • Fiat
          • Jeep
          • Maserati
          • Ram
        • Ford
          • Lincoln
        • General Motors
          • Buick
          • Cadillac
          • Chevrolet
          • GMC
          • Holden
        • Honda
          • Acura
        • Hyundai
          • Genesis
          • Kia
        • Mazda
        • McLaren
        • Mitsubishi
        • Nissan
          • Infiniti
        • PSA
          • Citroen
          • Opel
          • Peugeot
        • Renault
        • Subaru
        • Suzuki
        • Tata
          • Jaguar
          • Land Rover
        • Tesla
        • Toyota
          • Lexus
        • Volkswagen
          • Audi
          • Bentley
          • Bugatti
          • Lamborghini
          • Porsche
          • Seat
          • Skoda
        • Volvo
        • (Discontinued Brands)
      • Cars & Concepts
        • Auto Shows
          • Detroit Auto Show
          • New York Auto Show
          • Los Angeles Auto Show
          • Chicago Auto Show
          • Geneva Auto Show
          • Paris Auto Show
          • Frankfurt Auto Show
          • Toronto Auto Show
          • Tokyo Auto Show
          • Shanghai Auto Show
          • Beijing Auto Show
        • Future Product Pipeline
        • Photo Galleries
        • Car Cutaways
        • Design
      • China
      • Shift
      • Mobility Report
      • Special Reports
      • Digital Edition Archive
      • This Week's Issue
    • OPINION
      • Blogs
      • Cartoons
      • Keith Crain
      • Automotive Views with Jason Stein
      • Columnists
      • China Commentary
      • Editorials
      • Letters to the Editor
      • Send us a Letter
    • DATA CENTER
    • VIDEO
      • AutoNews Now
      • First Shift
      • Special Video Reports
      • Weekend Drive
    • EVENTS & AWARDS
      • Events
        • World Congress
        • Retail Forum: NADA
        • Canada Congress
        • Marketing 360: L.A.
        • Europe Congress
        • Retail Forum: Chicago
        • Leading Women Conference Detroit
        • Retail Forum: Toronto
        • Fixed Ops Journal Forum
      • Awards
        • 100 Leading Women
          • Submit a nomination for 2020
        • 40 Under 40 Retail
        • All-Stars
        • Best Dealerships To Work For
        • PACE Awards
        • PACEpilot
        • Rising Stars
        • Europe Rising Stars
    • JOBS
    • +MORE
      • Leading Women Network
      • Podcasts
        • Shift: A Podcast About Mobility
        • Special Reports Podcasts
        • Weekend Drive Podcasts
      • Webinars
      • Publishing Partners
        • Ally: Do It Right
        • DealerSocket
        • Deloitte: Cyber everywhere: Preparing for automotive safety in the face of cyber threats
        • Facebook: The road to a zero-friction future
        • Guide To Economic Development
        • PayPal Credit: How consumer financing helps drive sales for online auto parts retailers
      • Classifieds
      • People on the Move
      • Newsletters
      • Contact Us
      • Media Kit
      • RSS Feeds