Rolls-Royce has positioned its "cheap" model, the Ghost sedan, brilliantly, in terms of both its price and its unapologetic pursuit of comfort in a class of wannabe sport sedans.
In the past few years, ultraluxury brands have been adding models to their lineups that are priced lower than their typical ultrarich cars, but that are still more expensive than the most feature- and power-packed models from mass-market luxury brands like BMW and Mercedes-Benz. In 2004, Bentley introduced its sporty Continental GT coupe at the unprecedented low price of $149,990 and promptly quintupled its sales without damaging the brand, as some had predicted the car might. A four-door Continental Flying Spur followed, currently priced at $177,600, $202,500 for a more powerful Speed version.
At a base price of $245,000, the Ghost comes in above the Spur and the new Aston Martin Rapide ($200,000), and well above the priciest versions of Maserati's Quattroporte ($133,700) and Porsche's new Panamera ($132,600), all of which have four doors.
Yet the Ghost doesn't cost as much as Rolls-Royce's flagship sedan, the Phantom ($380,000), or the 57 ($366,000) from Maybach, a Daimler brand. Though its retired 2009 Arnage was in the same range as the Ghost, Bentley's all-new 2011 Mulsanne flagship starts at $285,000.
Both its character and its price put the Ghost in a position to satisfy buyers and succeed in what's becoming a crowded subset of the luxury market.
Exterior & Styling
Everyone knows the Rolls-Royce name, but most people probably think of the cars as curvaceous, classic designs. The modern Rolls is something altogether different — more angular and blocky, as led by the flagship Phantom, a tall hulk of a sedan that has appeared in both "Iron Man" movies, including a turn on a racetrack in Monaco. With styling inspired by the Phantom, the Ghost has rectangular headlight clusters flanking a traditional Rolls grille that's large but not as enormous as the Phantom's. The edges are chamfered and the Ghost isn't as tall, but it's still more blocky than fluid. Only a nearby Phantom could make the Ghost's presence less commanding.
The Ghost is about 17 inches shorter than the short-wheelbase Phantom, but it's by no means small, at 212.6 inches from bumper to bumper. That puts it between the Chevrolet Tahoe and Suburban full-size SUVs.
The Ghost's best tricks include a traditional Spirit of Ecstasy hood ornament that retracts when you lock the car, to prevent theft or vandalism, and "RR" center caps on the wheels that remain upright even when the car's in motion. What really sets the Ghost apart, though, is the optional Silver Satin Bonnet Finish — an aluminum-colored hood that wasn't included on our silver test car.
A Passenger's Car
Where most of the four-door ultraluxury cars emphasize sport — Flying Spur, Rapide, Quattroporte — with varying levels of success, the Ghost is unapologetically soft and luxurious. That doesn't mean slow, however: It does zero to 60 mph in less than 5 seconds, which is remarkable for a car that weighs just under 5,500 pounds. I felt the same way about the heavy Flying Spur, but it's even more surprising in a big sedan whose styling gives no indication of its underlying might.
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