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Tuesday, June 1, 2021

Rolls-Royce introduces ultimate luxury car !

The most eye-catching features centre around the Boat Tail's 'aft deck' – a modern interpretation of a yacht's wooden rear deck in a special grey and black Caleidolegno wood veneer that is 'visually elongated' using brushed stainless steel pinstripe inlays.  At the press of a button this rear deck opens up like sweeping 'butterfly wings' to reveal an intricate 'hosting suite' for alfresco entertaining and displaying 'a treasure chest of moving parts'. To the left is a double refrigerator with special cradles to securely stow two bottles of champagne at a precise temperature. The aficionado owner's favourite Armand de Brignac vintage - which can cost up to £57,950 a bottle - should be stored at six degrees Centigrade for consumption - the exact setting the fridge operates at.  The section also provides space for four glasses, napkins and other accoutrements.


It is not self-pity but way back in mid 1970s when we were studying – many of my classmates would walk to school bare-footed – a good slipper was a luxury those days !   .. .. when we finished our College, our dream aspiration was a Bank clerk job of Rs.1000 pm salary and a two-wheeler as a proud possession.

Life has changed and in the days of Corona, a healthy life is the ultimate luxury !

Before one of the most flourishing industry was Tourism – luxury tourism -  affluent people travelling to exotic locations to spend their money in peace.     Geographic distance never reduced the indomitable spirit of spending money at locations hitherto unexplored.  Perhaps this is not indexed by Nation but by affluence !  - those who have money spend their own money, none can grudge that – and the Communist view of giving it to poor becomes irrelevant as they themselves have modern offices earning lakhs in rent but would preach others to spend for others.  

The dictionary meaning of ‘luxury’ is : 

1: a condition of abundance or great ease and comfort : sumptuous environmentlived in luxury

2a: something adding to pleasure or comfort but not absolutely necessaryone of life's luxuries

b: an indulgence in something that provides pleasure, satisfaction, or ease

In economics, a luxury good (or upmarket good) is a good for which demand increases more than proportionally as income rises, so that expenditures on the good become a greater proportion of overall spending. Luxury goods are in contrast to necessity goods, where demand increases proportionally less than income. Luxury goods is often used synonymously with superior goods. The word "luxury" originated from the Latin word luxuria, which means exuberance, excess, abundance.

Luxury goods have high income elasticity of demand: as people become wealthier, they will buy proportionately more luxury goods. This also means, however, that should there be a decline in income its demand will drop more than proportionately. Income elasticity of demand is not constant with respect to income, and may change sign at different levels of income. That is to say, a luxury good may become a necessity good or even an inferior good at different income levels.

For many – a car is luxury – those days, cars with AC were different than its normal ones – now AC in a car is a bare necessity ! A luxury car is a car that provides increased levels of comfort, equipment, amenities, quality, performance, and status relative to regular cars for an increased price. Traditionally, most luxury cars were large vehicles, though smaller sports-oriented models were always produced. “Compact“ luxury vehicles such as hatchbacks, and off-road capable sport utility vehicles, are relatively modern trends.

In case, you are wondering what the first para describes – it is the new luxury car from the stables of Rolls-Royce that is hyped to be the costliest one !

Rolls-Royce Motor Cars Limited is a British luxury automobile maker. Rolls-Royce Motor Cars Limited operates from purpose-built administrative and production facilities opened in 2003 across from the historic Goodwood Circuit in Goodwood, West Sussex, England, United Kingdom. Rolls-Royce Motors Cars Limited is the exclusive manufacturer of Rolls-Royce branded motor cars since 2003. Although the Rolls-Royce brand has been in use since 1906, the Rolls-Royce Motor Cars subsidiary of BMW AG has no direct relationship to Rolls-Royce-branded vehicles produced prior to 2003 other than being a major engine and other supplier prior to 2003.  

The world's most expensive new car has been unveiled  by Rolls-Royce – and it has an umbrella that extends out of the back! The £20million (INR 20.60 Cr approx. ) Boat Tail convertible grand tourer is the first of an exclusive trio of highly personalised nautically-based limousines. It has been specially commissioned by a wealthy and 'flamboyant' couple with a love of chilled champagne and alfresco meals - hence the vehicle's incredible rear deck housing a dinner set, rotating cocktail tables with matching chairs and a parasol that automatically extends out when they want to dine at the rear of their Roller.

The British car maker has even exclusively modified the cabin to house personalised 'his and hers' wrist watches – either of which can be slotted into the dashboard to become the motor's clock. Reports that the owner may be an American rapper were understood to be 'unfounded' and 'wide of the mark'. It has taken four years of 'mind-boggling attention to detail' to design and manufacture in collaboration with clients who wanted a unique car to 'mark a sense of occasion', says the legendary British marque.

And to put the exclusivity of the commission into context, the £20million price-tag would buy you the equivalent of around 40 personalised flagship Rolls-Royce Phantom limousines costing around £500,000 each (including bespoke extras). It is also double the cost of the previous two most expensive new cars in the world: Rolls-Royce's own £10million coachbuilt Sweptail of 2017 - the car that sparked new Boat Tail project; and Bugatti's one-off £11.5million 'La Voiture Noir' hypercar that was first shown at the March 2019 Geneva Motor Show.  The reason for the vast expense is that the car has been engineered and designed from the ground up as a near one off.

With production cars, the total costs are spread across the number of cars produced – which in the case of Rolls-Royce will go into hundreds and thousands of vehicles over time. With mainstream car-makers those costs will be spread across millions of vehicles. In the case of the Boat Tail, the 'Coachbuild' construction means the chassis, engine and underpinnings may be based on the existing Phantom limo, but everything above that and every detail - from the largest ever hand-made panels, to the most intricate mechanism, and clock - has to be designed and created from scratch.  It is therefore not a 'standard' car with a lot of bespoke extras and luxuries added. It is a brand new car – effectively a one-off model – though in this case the total costs have been shared across three vehicles, each of which is personalised to the owner. In artwork terms, is the difference between hanging a high quality print on your wall, or owning the only original oil-painting. 

When mainstream manufacturers launch a new model, they usually have to invest around £1billion before the first car comes off the line. But that average cost is reduced every time an additional car comes off the line, so the average costs reduce significantly. Rolls-Royce's new Coachbuild arm has been set up specifically to capitalise on the growing number of similar such super-rich customers who want a luxury limousine that they can help to create and is unique to them. It is left-hand drive suggesting it will be driven mostly on the European  Continent. To keep time, two reversible 'His & Hers' two-sided timepieces by Swiss-based 'BOVET 1822' – either one of which can be taken off the owner's wrist and mounted on the dashboard fascia as a clock, while the other is stored in a special tray compartment.

Interesting !

With regards – S. Sampathkumar

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