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Rolls-Royce has used this year’s Middle East Motor Show in Dubai to announce the launch of a limited edition version of its already exclusive Phantom saloon. The new car is called the Phantom Tungsten and it wears many of the dynamic styling features of the 101EX concept car.

First up is the ‘Xirallic’ Tungsten paint finish. Then there’s the brushed aluminum bonnet and seven-spoke 21in forged aluminum wheels. A pair of visible, chrome-plated, stainless steel exhaust pipes complete the sporting picture.
Inside, the car is trimmed in supple smoke grey leather with contrasting navy blue hide for the dashboard and armrests, while the high-gloss, straight-grained East Indian rosewood veneer adds a further sense of luxury. The roof, meanwhile, gets a starlight headliner with 800 fiber-optic lights to create the impression of a star-filled night sky.
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Those lights on the interior roof lining look a bit stupid in this car ...but I like those wheels on the Phantom and that paint colour is very nice.

Another pointless SE.

Hmmm, they put the Coupe features (visible exhaust pipes, silver bonnet, wheels, "starry" headliner) on the limo ...

Interesting.

Is this a little showing of something to come from rolls royce regarding the phantom??? or just a genuine special edition with no hidden messages

Looks like RR is using the Ford Mustang sales model where every year they bring out a fluffed up 'special edition' to maintain buoyancy of sales anD market share. It obviously seems to be working for them though (RR that is, not sure about Ford ).

I guess this special edition is for those who want a tad sportier looking Phantom. I agree with Rob, the paint and those wheels look great! .. though I also like the night-sky look with those fibre optic lights. All in all some nice enhancemets made to an already aesthetically appealing car!

I don't like at all these special edition, they have imo nothing to do with this kind of cars. A Rolls should not need those special editions. A Rolls should be a Rolls, a perfect car that does not need enhancements. A car that is not refreshed often, that last longer than others...because it is a Rolls-Royce.
Even Mercedes, Audi or BMW are not realeasing special editions, except to sell cars that are changing.

But times are changing, and A Rolls is not really a Rolls anymore...

I think it has more to do with being more exclusive than a pure marketing play. The people that can afford a Rolls like to have one of a kind type items. Just look at the art world. Why would people be willing to spend millions on a single painting? Because there's only one and they can either have the pleasure of knowing only they can view it or can 'brag' about it to their friends.

While this will no doubt have more than one amongst the special edition, it's a more unique Phantom than the 'standard' fair.

The Phantom should be exclusive enough by itself.
Special edition is the marketing trick of Lancia...It has nothing to do with exclusivity imo, it is a way to increase the appel of a car that does not sell. I don't see why Rolls does that as they sell more than enough car...

These special edition are not more exclusive than the standards. To have more exclusivity Rolls should not make a special edition every two months.

They should make exclusive models, like Maybach do with the S or the Landaulet. This really increases the exclusivity, and is not like Fiat does with a special edition that nobody can recognize.

Rolls has the right car (even if I hate its bling-bling look), Maybach the right strategy (but the car is a bit soulless)...Bentley takes the cake!

and precisely what is that strategy?

Rolls-Royce has been building "special editions" for many years coolraoul ...there is nothing new about it. Of course it is a marketing gimmick, but it works because it gets Media attention for the brand. These special edition models are generally not aimed at the European market, the US and Asian markets seem to appreciate them more. Many prestigious brands offer special limited editions ...watches, luggage, champagne, jewelery, cameras, furniture, etc.

Oh that's not true. Mercedes have built several special models sold in the USA ...and BMW have built limited edition models in the past too.

2006 CLK by Giorgio Armani. It is obviously just a marketing gimmick.