Uncovering the Hidden California Connection of the Rolls-Royce Phantom

The Impact of Designworks on BMW and Rolls-Royce

Designworks, based in California, has played a significant role in shaping some of BMW’s most iconic vehicles. The studio’s influence can be seen in cars that have redefined entire market segments. While the Designworks-BMW X5 collaboration is well-known, the studio’s most remarkable achievement may lie in its contribution to the reinvention of Rolls-Royce.

The design process for the Rolls-Royce Phantom, a vehicle that would go on to set new standards in luxury, actually began in the California studio rather than in the more traditional settings of Goodwood or Munich. Marek Djordjevic, a designer at Designworks, sketched the initial concepts that laid the foundation for the modern era of Rolls-Royce.

Designworks: Innovating Good Design

Designworks’ involvement in the Rolls-Royce Phantom project, much like its contribution to the BMW E46 series, was a pivotal moment in automotive design. The studio’s design concepts for both the sedan and convertible versions of the Phantom originated in California. Early prototype models showcased by Designworks featured BMW wheels, as suitable wheels for the car were not yet available. This attention to detail and innovation set the stage for the success of the Phantom.

The selection of Designworks for the Rolls-Royce Phantom design project was a significant achievement, considering the Phantom’s status as the pinnacle of both the Rolls-Royce and BMW brands. As BMW took over Rolls-Royce, the design of the Phantom was crucial in revitalizing the brand. The success of the Phantom was essential for BMW’s long-awaited acquisition of Rolls-Royce, and Designworks played a key role in this transformation.

BMW’s Revival of Rolls-Royce with the Phantom VII

When BMW acquired Rolls-Royce, the challenge of reinventing the brand was immense. The development of the Phantom VII required a fresh start, as most of the previous model’s attributes were retained by Volkswagen. BMW’s design team, led by Designworks, crafted a new vision for the Phantom, incorporating iconic elements like the Pantheon grille and Spirit of Ecstasy.

The Phantom VII represented a significant leap forward in terms of size and performance. With a larger V12 engine and advanced features like an eight-speed automatic transmission, the Phantom VII reestablished Rolls-Royce as a leader in luxury automotive design. The model’s success was evident as it remained in production for nearly fifteen years, showcasing the enduring impact of Designworks’ innovative approach.