The new Rolls-Royce Ghost will be for buyers who prize minimalism above opulence.

  • Rolls-Royce's new Ghost sedan will focus on minimalism instead of flashy luxury.
  • In an open letter published on Monday, the company's CEO said that the next-generation Ghost will follow a new design philosophy called "post opulence."
  • It will be revealed in the next few months, and will likely cost well over R5 million.
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Rolls-Royce is working on a new, revamped version of its R5 million Ghost sedan, and it'll be a bit less flashy than the current one.

In an open letter posted Monday, Rolls-Royce's CEO, Torsten Müller-Ötvös, said the new Ghost will follow a design philosophy Rolls calls "post opulence." It's tough to imagine how Rolls-Royce will succeed at toning down the opulence of a more than R5 million car, but Müller-Ötvös said that's what Ghost buyers are looking for.

"We found that these clients are showing a marked tendency towards luxury objects that celebrate reduction and restraint - that don't shout, but rather, whisper," the letter reads. "They are seeking design purity by rejecting obvious and unnecessary embellishments and overt complication."

You'd think all of this might be easier to find in a Toyota Camry, or something. Alas.

The company's Luxury Intelligence Unit also noticed a trend toward more minimalist tastes, leading Rolls Royce to redevelop the Ghost from the ground up, carrying over only the Spirit of Ecstasy emblem and the brand's signature in-door umbrellas. We'll see the new car sometime in the next few months, Müller-Ötvös said.

Müller-Ötvös described the new Ghost as a "minimalist, yet highly complex product that is perfectly in harmony with our Ghost clients' needs and, I believe, perfectly in tune with the times in which we are all living." I couldn't agree more.

Over the next few months, we'll see more of the next-generation Ghost and learn a bit more about what a "post-opulence" Rolls-Royce actually looks like. Probably nothing like a Toyota Camry.

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