cars like the phantom are not cars that can be changed every 5-6 years, nor are they cars that can be fecelifted every couple of years (sorry maybach)
so to keep interest in the car, the only thing you can do is to release special editions, ultra exclusive features or trim levels, and some new modifications, like a longer wheelbase, a limo version or anything
look at the arnage, its been kicking for god knows how long, yet still sells in acceptable numbers because of the mulliner trims and the "exclusive" edition every lap of time (limo etc...)
there just "that" many people willing to buy the car, how are you going to sell another phantom to buyer X 5 years down the road if not with an "exclusive" edition

^^ That's right vabboud. These cars might be very expensive ...but ultimately they have to be marketed and sold like any other consumer product.

Longer wheelbase, limo, coupe, landaulet, new options or features yes.
Special edition every two months, sorry, no. No way, for me at least. They can offer their pointless shining roof as a new option, no prob, but a new special adition with exhausts and new wheels after another special edition with other wheels and a new colour scheme, after a new special edition with a new paint..., it is just not right for a car like a Rolls.

Next time a "start special edition" with a new colour for the start button (don't know if it has one)?

And a new special "gold flying lady edition" with a goldened Flying Lady, and after that a "total gold edition" with the grille also goldened?

Seems that they make a special edition everytime they change a knob or a colour in this car!!

^^Well Maybach made a big deal of itself when it first offered the 57S in the "antiqua white" colour.

I know what you are saying coolraoul, and I am also sick of all the limited editions ...but it is obviously not doing any harm to the brand, the cars are selling very well.

It seems you've added more than a tad of exaggeration there.

Seriously, though, just what exactly is the problem with these special editions. The Rolls of today (the company itself) is not like the Rolls of yester-years. The way they market and sell their vehicles has also changed. As Rob stated, eventhough Rolls Royce is still a highly-exclusive brand in today's world, they must still sell their vehicles very similar to many other products.

If RR were to produce the Phantom and then no change, enhance or add special editions throughout its entire life-cycle the company would be complacent. Yeh sure these special editions aren't major reworks like the Laundulet, but apart from the Laundulet, what other luxury branded cars have had such a major re-work to become a special edition? The MM 57/62S.. what's the change, new wheels, sportier exhausts, newer fancier interior trim and that's about it... any different to this Phantom special edition? nope. Just because RR seem to produce special editions at a more frequent rate than its competitors, it doesn't mean they're eroding their exclsivity appeal. But on the other hand however, the sales success of the Phantom has kind-of reduced its exclusive appeal since the RR Phantom the buyer receives is fairly similar to the next car of the product line. Nowadays simply owning a RR Phantom isn't exclusive enough since there are a staggering number of mega-rich folk who can easily buy the Phantom...so RR has to come out with Special Editions.

Also, there's no denying it's a marketing 'gimmick' to continue RR's sales success. Is there anything wrong with that? They've got Maybach flat on the ground knocked-out (in terms of sales) so why relax now? There are 3 ways to boost sales.

1. Lower prices - not applicable to RR since most buyers are not price-sensitive or price-responsive
2. Change the product - not simply minor changes, but major changes ala-Laundulet. Downside of this of course is the added investment to create such a model (not to mention the fact that there isn't much RR can do with the Phantom since a Coupe and Convertible are already here)
3. Promotional incentives - not in terms of generic product promotions such as 'buy one get one free', but rather, when talking about expensive luxury items it's all about tacky little things which slightly differentiate the car.

I don't think buyers mind the continual 'special editions' rolling off the RR Phantom product line... they're happy coz they have their own special edition Phantom... because it's not as though the newer special editions are better or more exclusive, they're simply just different.

I'm not suprised RR is trying to squeeze out as many special edition sales out of the Phantom right now.. because very soon RR's order books will be filled with Cabrio and Coupe variants. RR surely wouldn't want to just sit back and watch Phantom sales slide.

Yes, a modern Rolls-Royce is an iPod with wheels...That is what I don't like. They sell "too much", and use marketing gimmick to keep it selling. This is not what a Rolls should be about.

Of course they do it to sell even more/keep selling that much...But Bentley don't do that and also sells a lot. I don't think they need to do that, and I hate it.

The S-Maybach, well, the changes are obvious. It is more like a face-lift. New bumpers, lights (colour of the body), motor (AMG-version), only one colour on the body, stiffer and lower suspensions on the 57S, new colour scheme inside and outside...

And they made the Exelero, the Landaulet...This is about exclusivity. Not just a special edition. They sells less because the car looks like a big Mercedes... The Rolls does not need that imo, but only imo. Maybe the Americans/Orientals clients like it...Me not.

But I won't buy such a Rolls anyway, so who cares?

I don't really understand why you are calling it an iPod on wheels. The Phantom is still a very exclusive car. A lot of new wealth has emerged over the past few years ...a Rolls-Royce has always been a favourite status symbol of the recently rich, it is not surprising that the Phantom has been selling well.

Who really cares if this car caters to the tastes of rock stars and sport celebrities more than royalty ...this is 2007 after all. Rolls-Royce is subject to the realities of the market like any other manufacturer -- they have to go where the market really is for these things.

The Bentley Brooklands is a limited edition and what about the 2005 Arnage 'Blue Train'

I call it an iPod on wheels because it has a new colour, a new edition every two months.
You can't compare the Brooklands, an exclusive coupe-version of the Arnage that makes a Conti looks ridiculous, and a "tungsten" edition of the Rolls that only gives you exhausts and a shiny roof. The Brooklands, like the Landaulet, is an exclusive model. Not a special edition launched because Rolls decided to offer a new colour!

I understand why Rolls has evolved to satisfy the actual whealthy people, even if I deeply regreat it because it has lost its class, its beauty, its british perfection, for me. Put a Phantom V near a Phantom (VII, to give it a number...) and you understand what A Rolls-Royce shoud be...But that's not the point here. The actual clients don't want the absolute class and perfection, but something big and bold and impressive, that explains the failure of Maybach, much too discreet and unimpressive.

But I don't understand all these special editions that give nothing, give no more exclusivity, can't be recognized. They are pointless. Why make a special edition everytime you offer a new option or a new colour!!?

Raoul, you know I understand your point of view -- I share your appreciation of those magnificent old cars ...but they belong to a more dignified and elegant era. The world today is much more brash, some of those large mansions the nouveau riche buy are absolutely grotesque and tasteless -- lots of money but no taste.

I don't think the Phantom is tasteless. It is very bold but not tasteless ...in fact, in its own way it is quite a good looking car. I am just glad that BMW were the ones who got Rolls-Royce, they really did rescue a dying brand and have made it a style icon of its time -- and that is quite an achievement I think.

I agree with you on that point Raoul. RR are special edition whoring. Two years ago I saw a SE and the only thing special about it was a thin red strip on the character line on the sides off the car. Then I think that I had some "special" trimming as well.

The problem is that, this is RR we are talking about. A normal guy ordering a RR can customize it with a colour strip of any colour they like. There are no limits as to what you want your phantom to look like. Therefore I find these rather tame special editions pointless and uninteresting. They are not special or exclusive in anyway since anyone can customize their Phantom to look just like them.