Fourteen years after Volkswagen bought Bentley, its English brand has two distinct lines, Mulsanne and Continental – with numerous variants at the Continental's lower price point – an SUV on the way and perhaps a sports car and a Mulsanne convertible, too. In the 14 years since BMW bought Rolls-Royce, its English brand has the Phantom and Ghost – with three variants at the Phantom's much higher price point. Rolls-Royce doesn't chase sales, but the difference in the brand direction helps explain why Bentley has sold more cars in the first six months of this year than Rolls-Royce sold all of last year.

And even though Rolls-Royce isn't solely about the tally, it would still like to improve on the 3,538 cars it sold last year – a sales record that eclipsed a mark set in 1978. To do so its CEO is planning one or two more Ghost-based models beyond the as-yet-unnamed Ghost Coupe due next year, perhaps to be called the Corniche, according to a report in Autocar. A convertible version of the Ghost Coupe is the obvious guess for one of them, and it would get the double-R "closer to 4,000" sales, where the CEO would like to be.

Sales might not be the only part of it, though; the headline of the Autocar piece says the CEO wants the new models because they're "required to give Rolls-Royce a proper identity." If that is accurate, we have no idea what kind of identity Rolls-Royce could be missing that would be served by a wider range of cars in the Ghost range, which by their place in the brand's own lineup are admittedly not the most opulent carriages on the planet.


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  • 17 Comments
      Kwijiboz
      • 2 Years Ago
      I remember when the dust settled over the sale of R-R & Bentley, most commentators believed that the Bentley brand was more desirable and R-R was a stuffy, stagnent, barge of a car with very limited appeal. But in my opinion, any doubts about the viability of the brand were completely dispelled when the wraps came off the Phantom: here was a very modern design that somehow managed to retain the brands dignity while still looking cool and having more "presence" than just about anything on the road. While Bentley appear to be selling well, their designs are just a bit contrived and have lost that bespoke look due to having to be based on either existing (Continental/VW Phaeton) or outdated (Arnage) running gear. I'm a fan of both marques so I'm hoping BMW don't simply chase sales at the cost of the......(can't think of a better word to describe it!) dignity of the brand.
        Dwight Bynum Jr.
        • 2 Years Ago
        @Kwijiboz
        Good. Now go thank Chris Bangle since he led the Phantom's design. You know, the man you all love to hate. :)
          • 2 Years Ago
          @Dwight Bynum Jr.
          [blocked]
      SAAj
      • 2 Years Ago
      Did I just see a motherfucking lip spoiler on a Rolls-Royce?
      Victor A. Frederick
      • 2 Years Ago
      Both are overhyped for what they are. Bentleys all look the same to me. RR is respected basically everywhere so it gets that from me, but I don't like either manufacturer.
      prez29
      • 2 Years Ago
      New Charger 3 or 4 door "coupe"?
      bluemoonric
      • 2 Years Ago
      Rolls Royce builds a Mustang!
      wickedme91
      • 2 Years Ago
      reminds me of dodge charger.
      delonghaul
      • 2 Years Ago
      Mustang was my first thought!
      OptimusPrimeRib
      • 2 Years Ago
      Is it me or does it look like they but the back end of a Mustang on it?
      Stinkyboy
      • 2 Years Ago
      dodge charger 2 door?
      postpast
      • 2 Years Ago
      While Bentley sold more cars; they are mostly sub 200 G Continental’s, compared to RR who sells mostly 400 G plus Phantoms. If the Photo above had the headline " 2014 Charger Coupe" not one commenter would say it looked like a RR. The CEO wants the new models because they're "required to give Rolls-Royce a proper identity." BS! RR's present "identity" is building no compromise, pursuit of perfection type cars. As much as I like Bentley, RR trying to compete with the Conti GT can only cheapen the brand.
      Dump
      • 2 Years Ago
      I love the Ghost. Glad they kept the coachman doors. I would make a 2-dr (super) coupe & a CUV --- but I imagine they'll be safe & just do a coupe & convertible coupe versions. The CUV would be a good way to counter the SUVs coming from Lambo & Bentley. Just make it luxury & rich consumers will buy it.
        • 2 Years Ago
        @Dump
        [blocked]
      Wetstuff
      • 2 Years Ago
      "Ohhhhh... I can't wait." ..says the sheik. Rest of us are paying for it with $4. gas.
        • 2 Years Ago
        @Wetstuff
        [blocked]
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