PhantomAnother advantage of the Goodwood location was its proximity to a skilled workforce of boat builders - people who are familiar with manipulating natural materials. "We initially borrowed workers from BMW plants around the world," explained Jon, "but now our staff is predominantly local. However, we still see ourselves as an international company, buying wood from around the globe, for example, but having the Spirit of Ecstacy manufactured down the road...
"About 10% of the Phantom's content comes from BMW - but it's mainly invisible components, except for the iDrive, which we've simplified a little."
The Phantom's introduction elicited a sharp intake of breath from the golf club lounge. It was both magnificent and huge. British reserve suggests you don't flaunt your wealth, but with a Phantom you have little choice in the matter.
"Owners of our older cars typically covered 1500-2000 miles per year," Jon explained, "yet our new owners cover 8000 miles on average. That's because the new car is seen as more robust and useable."
That useability varies based on nationality, with almost all Japanese Phantoms being chauffer-driven. In the UK and Europe, about 85% of owners prefer to drive themselves, while in the US it's split 50/50.
Having got behind the wheel of a Phantom myself, I actually preferred being a passenger. The driving sensation is serene and the seating position is commanding, but sitting in the back, stretched out, listening to music and dipping your toes in lambswool is hard to beat.
With 85% of all Rolls Royce ever built still running, it was very important to get this car "right. "If you look back to the 1920s, Rolls Royce was at its pinnacle and was enormously popular with people who enjoyed life. And we see that happening again," Jon suggested.
So how does the company respond to its appearance in rap videos? Does this fit the micro-managed branding BMW has cultivated? "We don't target or exclude anybody," Jon explained. "In the '60s people were outraged when John Lennon painted his Rolls, or Keith Moon rode around naked in his. So we've always had a high profile. Our cars announce that you've arrived and we're flattered to still be appearing in the media in this way.
"We originally had a very conservative image and still appeal to those customers, but we've also been accepted by a wider audience, which is allowing us to reach our potential."
Assembly LineSo what makes Rolls Royce the ultimate status symbol? Traditionally, it's because these cars were the best: the most luxurious. And BMW has done its utmost to preserve these values while moving the brand into the 21st century.
We followed the assembly line to get a feel for how these leviathans are built, but had to adjust our conception of car manufacture. They don't measure production by the number of cars built a day. "Each car takes two to three months to build," Jon told us. "We have a traditional assembly line but a car moves on to the next station when it's ready. These cars are built inch by inch, and each piece is finished in as long as it takes." This is not like any assembly line you've ever seen before.
It starts with the aluminum bodies that arrive from Dingolfing, Germany, where they were stamped and welded by hand, then primered using BMW's latest techniques. They then move into Goodwood's paint facility, where two robots apply the color, although preparation and finishing is done by hand.
The only robots here are in the paint booth; prep and finishing are done by hand
Of the 19 standard colors, black is the most popular color, but Rolls Royce Bespoke can mix one of 44000 colors to suit any whim - they count a lilac wedding car and another matched to a customer's lipstick as the more outlandish requests. "People spending over $330,000 want it exactly how they want it," Jon explained. "We've even shipped in specific bottles to ensure they fit our holders."
"One customer asked for three cigar thermadors in his glovebox. We made sure they held his specific cigars and made them nice enough that he could remove and take them into a restaurant."
"Our Bespoke department employs 28 people and there's an eight-month waiting list for this service, rather than the standard three to four months. However, each Bespoke customer has the opportunity to meet with Ian Cameron, the Phantom's designer, and discuss different finishes and options," Jon continued. Yet whatever specification is chosen, extensive tests are carried out on all colors, finishes and equipment to ensure it satisfies Rolls Royce durability standards.
Once a color is chosen, the painted body has the doors mounted by hand, and everything is checked with feeler gauges throughout the process. These are the only suicide doors in production and a special locking system was devised for them. And the car won't move if a door isn't shut properly