Rolls-Royce Phantom - $584k
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Rolls-Royce Phantom - $584k
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Luxury on wheels - for $584,000
19-foot Phantom a breeze to handle
First test drive on Canadian roads
TONY WONG
BUSINESS REPORTER
I am deep in the heart of Toronto film festival territory and feeling very much like a star.
Fans are lined up outside the Four Seasons Hotel in Yorkville for a movie, but they are pointing at me. A guy on a bike gives me a thumbs-up. Pedestrians stop to let me pass. Kids wave.
I am driving the biggest, baddest sedan on the planet — and they know it. It's also the first time anyone has seen the new generation Rolls-Royce Phantom on a Canadian road.
You want bling bling? You could wear a diamond tiara on your head and run down Bloor St. naked and not get this much attention.
The 2004 Phantom is an imposing car, a 19-foot land yacht that dwarfs lesser sedans. And at these prices, every other car is a lesser entity. At $508,000, it is the most expensive production sedan available in the country. Add taxes and the car is yours for $584,000, about twice the price of the average home in Toronto.
Driving past Hazelton Lanes, I discover the best thing is you practically don't have to use turn signals. Cars part to let you pass; traffic is in slow motion as drivers freeze to get a better look.
I figure they think I'm some obscure movie star in for the film festival, or just some rich idiot. Make that super-rich idiot. I can't get the grin off my face.
I am tempted to yell out the window, "No, I don't have any Grey Poupon," but decide on being a little more dignified. I feel the urge to at least wave to the unwashed masses, but I'm not sure if I should take my hands off the wheel. Leo Rubino, vice-president of Rolls-Royce Motor Cars Toronto, is in the passenger seat making sure I don't wipe out a hot dog stand.
Before leaving the lot at Grand Touring Automobiles on Dupont St., I have been reminded I'm driving the only Phantom in Canada. The car arrived on Saturday, in time for a chi-chi party last night attended by more than 200 high rollers at the new Rolls-Royce boutique in Hazelton Lanes. The car is so new, Grand Touring president David Geneen hasn't even driven it.
Being honoured with the first test drive on Canadian roads is one thing — but one fender-bender will put an end to the big debut party, so everyone's nervous about the inaugural ride. Including me.
But despite the bulk, I find the car surprisingly easy to drive.
The Phantom slips through traffic effortlessly, like a yacht cutting through water. Ever present is that Rolls-Royce "waftability," with 453 horsepower on tap from the 6.75-litre, V12 engine.
The ride is supremely coddled, never undignified, surprising for a 2.5-ton giant.
One neat trick is pressing a button on the key fob so the flying lady of victory mascot on the front grille pops down into the engine compartment. Another press of the fob and the flying lady pops out. Nice. Especially since it will cost more than a grand to replace it once some kid pockets it for a souvenir.
There is also an SOS button on the roof connected to the Rolls-Royce concierge that tracks the car via GPS — global positioning system — in case you get kidnapped or your car runs out of gas because you were too broke to fill the 100-litre tank.
Inside, there are nice details such as umbrellas that pop out of the doors, and enough wood on the dash to make a lovely table. Another classy touch is the little double R symbols on the wheels that, thanks to a centrifuge, are never upside down when the car is in motion. That would be crass.
"This car hits you between the eyes — it has incredible presence," Geneen said.
This is a Rolls of a different stripe, however. It is made by German car maker BMW.
Founded in 1904, Rolls-Royce became famous for its Silver Ghost series. The company began producing aircraft engines in 1915. It went into receivership in 1971 and was split into a car maker and an aircraft engine manufacturer by the British government. In 1980, defence industry contractor Vickers PLC bought control of the car maker and kept ownership until 1998. By that time, sales had fallen dramatically.
"Rolls-Royces always had that great handcrafted quality, but it was behind in technology," Geneen said. It was also getting exponentially more expensive. The company was put up for sale in 1997. After a complicated bidding war with Volkswagen, BMW ended up with the rights to the Rolls-Royce marque, while Volkswagen ended up with Bentley, which was owned by Vickers. Suddenly, two of England's finest car companies were in German hands.
Still, this is only the first flurry in the ultra-luxury car market. Volkswagen is expected to debut its new Bentley GT Coupe next year. Mercedes-Benz is set to debut its Maybach sedan this year with a price likely to hit the half-million-dollar mark.
"I think BMW wanted to make sure they hit a home run and that they were the worthy inheritors of the marque," said Gary Shapiro, who heads up the Rolls-Royce boutique.
While the car does have presence, it is of a brutish elegance. The Phantom does not have a pretty face. The grille is enormous, and in black, with its tiny, squinty headlights, gives off a sense of menace. The side profile, however, is swoopy and elegant. Placed beside a 1961 Phantom in the parking lot of Grand Touring, you can see the visual cues BMW tried to integrate into the modern-day sedan. There is the long, sweeping, side view that drapes down to the back, the classic curved fenders.
The car is now so complicated that Andy Williamson, master technician for Rolls-Royce Toronto for 23 years, has his work cut out for him. When before there was one CD-ROM manual that covered the entire Bentley and Rolls-Royce range, Williamson has to deal with 11 just for the new Phantom.
In its day, the Phantom was the car the Queen Mother would take to church. This new Phantom, the first new model in the series since 1968, will be the toy of a modern-day industrialist. But with the demise of the dot-com king and the pounding stockbrokers have taken over the last few years, who'll buy it?
"When you see the prices of cottages in Muskoka nowadays, you know people are spending serious money," Geneen said. Besides, these aren't doughnuts he's selling. He'll be happy if he signs off on a dozen a year. While the demographics on Rolls-Royces have traditionally skewed toward those who have already seen their best years, the new Rolls seems destined to have a wider appeal.
The car has already received interest from music industry types and athletes, who figure this is the biggest piece of jewelry a man (and it almost always is) could wear.
"This is for the guy who's arrived and not afraid of making a statement," Shapiro said. Or overstatement. The Rolls-Royce marque positively screams my booty is bigger than yours. And with the new Phantom, no one will disagree.
Luxury on wheels - for $584,000
19-foot Phantom a breeze to handle
First test drive on Canadian roads
TONY WONG
BUSINESS REPORTER
I am deep in the heart of Toronto film festival territory and feeling very much like a star.
Fans are lined up outside the Four Seasons Hotel in Yorkville for a movie, but they are pointing at me. A guy on a bike gives me a thumbs-up. Pedestrians stop to let me pass. Kids wave.
I am driving the biggest, baddest sedan on the planet — and they know it. It's also the first time anyone has seen the new generation Rolls-Royce Phantom on a Canadian road.
You want bling bling? You could wear a diamond tiara on your head and run down Bloor St. naked and not get this much attention.
The 2004 Phantom is an imposing car, a 19-foot land yacht that dwarfs lesser sedans. And at these prices, every other car is a lesser entity. At $508,000, it is the most expensive production sedan available in the country. Add taxes and the car is yours for $584,000, about twice the price of the average home in Toronto.
Driving past Hazelton Lanes, I discover the best thing is you practically don't have to use turn signals. Cars part to let you pass; traffic is in slow motion as drivers freeze to get a better look.
I figure they think I'm some obscure movie star in for the film festival, or just some rich idiot. Make that super-rich idiot. I can't get the grin off my face.
I am tempted to yell out the window, "No, I don't have any Grey Poupon," but decide on being a little more dignified. I feel the urge to at least wave to the unwashed masses, but I'm not sure if I should take my hands off the wheel. Leo Rubino, vice-president of Rolls-Royce Motor Cars Toronto, is in the passenger seat making sure I don't wipe out a hot dog stand.
Before leaving the lot at Grand Touring Automobiles on Dupont St., I have been reminded I'm driving the only Phantom in Canada. The car arrived on Saturday, in time for a chi-chi party last night attended by more than 200 high rollers at the new Rolls-Royce boutique in Hazelton Lanes. The car is so new, Grand Touring president David Geneen hasn't even driven it.
Being honoured with the first test drive on Canadian roads is one thing — but one fender-bender will put an end to the big debut party, so everyone's nervous about the inaugural ride. Including me.
But despite the bulk, I find the car surprisingly easy to drive.
The Phantom slips through traffic effortlessly, like a yacht cutting through water. Ever present is that Rolls-Royce "waftability," with 453 horsepower on tap from the 6.75-litre, V12 engine.
The ride is supremely coddled, never undignified, surprising for a 2.5-ton giant.
One neat trick is pressing a button on the key fob so the flying lady of victory mascot on the front grille pops down into the engine compartment. Another press of the fob and the flying lady pops out. Nice. Especially since it will cost more than a grand to replace it once some kid pockets it for a souvenir.
There is also an SOS button on the roof connected to the Rolls-Royce concierge that tracks the car via GPS — global positioning system — in case you get kidnapped or your car runs out of gas because you were too broke to fill the 100-litre tank.
Inside, there are nice details such as umbrellas that pop out of the doors, and enough wood on the dash to make a lovely table. Another classy touch is the little double R symbols on the wheels that, thanks to a centrifuge, are never upside down when the car is in motion. That would be crass.
"This car hits you between the eyes — it has incredible presence," Geneen said.
This is a Rolls of a different stripe, however. It is made by German car maker BMW.
Founded in 1904, Rolls-Royce became famous for its Silver Ghost series. The company began producing aircraft engines in 1915. It went into receivership in 1971 and was split into a car maker and an aircraft engine manufacturer by the British government. In 1980, defence industry contractor Vickers PLC bought control of the car maker and kept ownership until 1998. By that time, sales had fallen dramatically.
"Rolls-Royces always had that great handcrafted quality, but it was behind in technology," Geneen said. It was also getting exponentially more expensive. The company was put up for sale in 1997. After a complicated bidding war with Volkswagen, BMW ended up with the rights to the Rolls-Royce marque, while Volkswagen ended up with Bentley, which was owned by Vickers. Suddenly, two of England's finest car companies were in German hands.
Still, this is only the first flurry in the ultra-luxury car market. Volkswagen is expected to debut its new Bentley GT Coupe next year. Mercedes-Benz is set to debut its Maybach sedan this year with a price likely to hit the half-million-dollar mark.
"I think BMW wanted to make sure they hit a home run and that they were the worthy inheritors of the marque," said Gary Shapiro, who heads up the Rolls-Royce boutique.
While the car does have presence, it is of a brutish elegance. The Phantom does not have a pretty face. The grille is enormous, and in black, with its tiny, squinty headlights, gives off a sense of menace. The side profile, however, is swoopy and elegant. Placed beside a 1961 Phantom in the parking lot of Grand Touring, you can see the visual cues BMW tried to integrate into the modern-day sedan. There is the long, sweeping, side view that drapes down to the back, the classic curved fenders.
The car is now so complicated that Andy Williamson, master technician for Rolls-Royce Toronto for 23 years, has his work cut out for him. When before there was one CD-ROM manual that covered the entire Bentley and Rolls-Royce range, Williamson has to deal with 11 just for the new Phantom.
In its day, the Phantom was the car the Queen Mother would take to church. This new Phantom, the first new model in the series since 1968, will be the toy of a modern-day industrialist. But with the demise of the dot-com king and the pounding stockbrokers have taken over the last few years, who'll buy it?
"When you see the prices of cottages in Muskoka nowadays, you know people are spending serious money," Geneen said. Besides, these aren't doughnuts he's selling. He'll be happy if he signs off on a dozen a year. While the demographics on Rolls-Royces have traditionally skewed toward those who have already seen their best years, the new Rolls seems destined to have a wider appeal.
The car has already received interest from music industry types and athletes, who figure this is the biggest piece of jewelry a man (and it almost always is) could wear.
"This is for the guy who's arrived and not afraid of making a statement," Shapiro said. Or overstatement. The Rolls-Royce marque positively screams my booty is bigger than yours. And with the new Phantom, no one will disagree.
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Rep Power: 0 "One neat trick is pressing a button on the key fob so the flying lady of victory mascot on the front grille pops down into the engine compartment. Another press of the fob and the flying lady pops out. Nice. Especially since it will cost more than a grand to replace it once some kid pockets it for a souvenir. "
That ALONE is worth the cost of a Civic!
imp:
That ALONE is worth the cost of a Civic!
imp: 
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