Rolls-Royce: luxury will always be more important than technologySeptember 18, 2020
The British brand will introduce new digital systems for its vehicles as soon as they get the best feel for analog driving.
Digital technology presents a “phenomenal opportunity” for Rolls-Royce to expand customer personalization, according to the lead designer of Coachbuild’s Specialty Division, but it cannot fully embrace such systems until it offers a luxury experience that surpasses analog control.
The British firm has begun to expand the use of systems such as touchscreens in the interiors of its vehicles, but so far this has been limited, such as the latest Phantom with a customizable gallery option.
“We’re not always the first to make a decision, and for good reason,” said Alex Innes, head of design at Coachbuild. “For us, technology is the development of what is expected of Rolls-Royce. Digitalization opens up phenomenal possibilities and expands our ability to personalize a car in the image and likeness of the client. We have never done anything just for the sake of using technology, but we can design it to match the brand and what it represents. “
“It’s important not to ask the client to do more than is necessary. Rolls-Royce should be a refuge from life’s distractions. It is our responsibility to apply technology without going beyond the norm, ” – said Innes.
Innes cited the Phantom and the latest Ghost as examples, both of which use technology, but retain mostly analog controls.
“We carefully select the materials we use,” he said. “That’s why we haven’t started using touchscreens with tactile feedback. The experience with beautifully weighted analog switchgear is still better than the touchscreen. “
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