Rolls-Royce Defines the Future of Luxury with the Driverless Vision Next 100

​Luxury automotive brand Rolls-Royce has unveiled its first driverless concept car at a special event in London.

“The grand arrival of the Rolls-Royce Vision Next 100 boldly points to a bright future for our marque where our patrons’ individual demands for complete and authentic personalization will be met through an exquisite fusion of technology, design and hallmark Rolls-Royce craftsmanship,” said CEO Torsten Müller-Ötvös at the concept’s launch.

The car’s exterior form is completely otherworldly yet instantly recognizable as a Rolls-Royce.

The brief was to imagine what a luxury automobile would be in 100 years from now and the design team, led by Giles Taylor identified four key ingredients — personal vision; an effortless journey; a grand sanctuary and; the grand arrival.

As technology advances and transport in general becomes more utilitarian, the demand from the world’s most successful and demanding clients for a vehicle that is truly bespoke will never be greater. So the car’s exterior could be as customizable as its interior. “The Rolls-Royce patron will continue to be a famous figure in the future,” said Taylor. “I envision that the Rolls-Royce Vision Next 100 will play a key role in these people’s lives.”

Genuine luxury is the ability to do nothing; to save time. And this effortlessness has been captured in putting a virtual personal assistant at the heart of the concept based on ‘Eleanor,’ the spirit of ecstasy that adorns the hood of each Rolls-Royce. She will drive, make recommendations, juggle appointments and ensure that nothing disturbs the car’s owner.

As for sanctuary, the interior is designed as a cocooning lounge space with fine wool, leather, woods and a sofa, blending seamlessly with high-tech features such as OLED screens.

“Rolls-Royce design today is the epitome of elegance,” Taylor explains, “And this elegance is achieved through simplicity of design under which lies the technology that makes our patrons experience effortless.”

In this Story: #culture / #art & design