by Chris Poole Inside This Article 1. 2010 Rolls-Royce Ghost Review and Prices 2. 2010 Rolls-Royce Ghost Preliminary Specifications

Rolls-Royce says its latest experimental car, the 200EX, shows the direction of the upcoming Ghost.

Consumer Guide's Impressions of the 2010 Rolls-Royce Ghost

Leave the chauffeur at home. A smaller, more driver-focused Rolls will soon court young high rollers with $350K to spend. It's not quite a "baby Phantom," but the new Ghost should take the Flying Lady mascot to more driveways than ever.

What We Know About the 2010 Rolls-Royce Ghost

Rolls-Royce sold just over 1,000 cars in 2007, the first four-figure annual tally in the firm's 104-year history. That surely delights parent BMW, which took charge of Rolls in 2003. But the Bavarian bosses see greater things for their celebrated English marque beyond its current trio of hulking $400K-plus Phantoms. Specifically, they want to boost Rolls sales closer to those of former stablemate Bentley, which now moves over 11,000 cars per year as part of the Volkswagen group. That suggests a somewhat smaller Rolls model that uses BMW hardware to sell just above the $200,000-$250,000 realm that has proven so lucrative for Bentley. It might be less sporty than a Bentley, but would tilt toward the same younger, very well-heeled buyers.

That, in a nutshell, is project RR4, a.k.a. "New Generation Saloon" (sedan to us Americans). Rolls-Royce confirms this car will debut sometime in 2010. The company recently announced it will go into production during 2009 and be will be called the Ghost. Rolls-Royce gave a sneak peek, in the form of the experimental 200EX at the March 2009 Geneva Auto Salon in Switzerland. Expect coupe and convertible versions early next decade. If all goes well, the Ghost will more than double yearly production at the modern BMW-built R-R factory in Goodwood, England to somewhere between 2,000 and 2,500 units. That's still far behind Bentley, but Rolls-Royce ownership isn't for everyone, old bean. Price? Well, if you simply must know, it's being rumored at $300,000-$400,000.

The 2010 Rolls-Royce Ghost was made official in late 2006, but with few specifics given. Since then, Rolls has announced that Goodwood will add a second assembly floor and a second shift to produce the Ghost. It has released two vague sketches of what the new car will look like, and several photos of the experimental 200EX the company says shows the direction the Ghost will follow. Fortunately, our spies have unearthed most of the basics, though some items remain a mystery.

Broadly speaking, the 2010 Rolls-Royce Ghost is based on the redesigned 2009 BMW 7-Series sedan that's due to start sale in the spring of 2009. The new 7's "F01" platform will be pulled like taffy to make the Ghost longer, wider, and taller than its German cousin. Yet, the Ghost will be almost a compact next to the Phantom--over a foot shorter by some accounts. It's also said to be nearly 500 pounds lighter despite a structure that uses less weight-saving aluminum. Still, the Ghost will be no bantam, likely to tip the scales just north of 5,000 pounds.

The Ghost will be motivated by a "unique to Rolls-Royce" turbocharged 6.6-liter V12 that packs 500 horsepower. The firm said early on that the powerplant will be "exclusive to Rolls-Royce," so some think that rules out a BMW engine. On the other hand, "exclusive" could just as easily mean a Rolls-only version of a new BMW V12 engine that is rumored to appear in the redesigned 7-Series.

Another complication is the Ghost's place in the world. In terms of power and performance, the 500-horse V12 puts it "upstairs" of the 453-horsepower 6.0-liter V12 Phantom, yet it leaves Ghost conspicuously "downstairs" of a prime competitor, the 553-horsepower 6.0-liter W12 Bentley Continental Flying Spur. In addition, the Phantom has been roundly criticized for its prodigious fuel thirst, and Bentley has announced plans to reduce fuel consumption and CO₂ emissions for all its cars, which put pressure on Rolls to follow suit. According to the carmaker, this engine, combined with a ZF 8-speed automatic transmission, boasts better fuel and CO₂ efficiency than the "already class-leading Phantom series of cars."

The 2010 Rolls-Royce Ghost will borrow many other components from the redesigned 7-Series, mainly those that owners won't see, as one R-R source told trade weekly Automotive News. The modified new-7 architecture should bring jumbo 4-wheel ABS disc brakes, all-independent suspension with air springs and computer-controlled shock absorbers, and speed-sensitive power steering. Another given is BMW's full range of electronic driving aids, such as an antiskid system and traction control, and radar-based cruise control. Wheels are said to be 19- and/or 20-inchers, with run-flat tires a possible no-cost option.

Other features are less certain, but the 2010 Rolls-Royce Ghost should be loaded with gadgets, partly for the presumed tech-savvy target audience and partly because BMW loves gizmos. Among the items being widely whispered are auto-close power doors and trunklid, a navigation system with a new type of glare-proof display screen, and a headliner with multiple fiber-optic points that glow to create a "starry night" effect, a bit of set design also found in the 2-door Phantom Coupé. (And please do say "koo-PAY.") A BMW iDrive-type control knob already appears in Phantoms, and so will probably appear in the Ghost as well.

As for styling, Chief Designer Ian Cameron says the 2010 Rolls-Royce Ghost will have a "more informal presence than Phantom models, with a greater emphasis on driving. In design terms this is expressed by [a] more organic form, yet with powerful, purposeful proportions." OK, but those company sketches suggest the Ghost may look rather like the 2005 Cadillac Sixteen concept, right down to the use of rear-hinged "coach" rear doors, as on the Phantom sedan. The Ghost should also lift the senior car's retractable "Flying Lady" grille ornament. The grille itself, however, will be smaller and far less upright than the Phantom's--much like the rest of the package. Interiors, unsurprisingly, will be lavishly appointed in top-grade materials, and the artisans at Goodwood will doubtless be happy to oblige sir or madam with all manner of special-order trims and colors.

One British report recently noted that the 2010 Rolls-Royce Ghost is "all about scale," a sales-boosting move down-market to where buyers are more plentiful. It's the same tactic Rolls employed to get back on its feet after World War II with relatively "cheap" models like the Silver Dawn. The Ghost is no less apropos for these difficult times, especially as even some Rolls customers might now feel just a bit conspicuous being seen in a Phantom. Ah, the problems of wealth.

Rolls-Royce unveiled the experimental 200EX at the 2009 Geneva Motor Show.

A Notable Feature of the 2010 Rolls-Royce Ghost

Some regard the 2010 Rolls-Royce Ghost as a "21st-century Silver Shadow," referencing the popular R-R models of the 1960s and '70s--the first unibody Rollers, by the way. That's such a good summation of the overall concept that we wouldn't be surprised if the Ghost is introduced with the Silver Shadow name.

There's also talk of a diesel option for the Ghost. Though an "oil-burner" might seem unspeakably plebian for even a junior Rolls, today's diesel engines boast much of the same mechanical refinement as their gasoline counterparts, plus the timely advantages of higher fuel economy, longer driving range, better low-end torque delivery, and reduced CO₂ emissions. What this engine might be is anyone's guess, and it likely wouldn't be in the catalog until at least 2012, but a diesel option would symbolize a newfound social responsibility at Rolls-Royce, which may be why it's on the table.

In the same vein, the rumor mill speaks of an eventual hybrid Ghost using the 2-Mode gas/electric drive system developed by BMW in concert with General Motors and the former DaimlerChrysler. Alas, specifics on this are elusive, too, though the upcoming hybrid option for BMW's X5 SUV and X6 "sports activity coupe" may give some clues.

Buying Advice for the 2010 Rolls-Royce Ghost

It's pretty meaningless to speak of practical purchase considerations in a Tiffany's-level class that includes not only Bentley but also the Mercedes-Benz Maybach and Aston Martin's upcoming 4-door Rapide. All are super-luxury cars with prices to match, and are built in lower quantities than even top-line BMWs and Mercedes, which are pretty exclusive themselves. Your choice will probably come down to how you feel about the character and status of the various brands and models. If you're looking to move up to a Rolls--or want a garage mate for your Phantom--then the Ghost is the logical selection. Of course, anyone rich enough to buy one of these cars can probably afford more than one, and good for you if that applies.

2010 Rolls-Royce Ghost Release Date: We've heard nothing definite yet, either from Rolls or our sources, but we'd guess the Ghost will start U.S. sale in March or April of 2010.

2010 Rolls-Royce Ghost First Test Drive: The Geneva premiere mentioned above could mean media previews in late summer or early fall of 2009, but we could be wrong.

2010 Rolls-Royce Ghost Prices: Rolls-Royce is naturally mum on this point, but we've seen base-price estimates ranging from $300,000 to $400,000, as noted above. We'll hedge and call it $350K, but the figure could be higher given today's unstable dollar/Sterling exchange rate and production costs being pressured by fast-rising commodity prices, especially for steel.