Dreams on Four Wheels
Some are not as interested in concept cars, preferring to wait for the actual road-going model before paying them much attention. Others find them fascinating because they offer a glimpse of what the brand’s future may look like. For automakers, meanwhile, concept cars provide room to experiment with different ideas, some of which can eventually influence their production lineup.
Rolls-Royce, the British luxury marque known for its bespoke approach to individualization, is no stranger to concept cars, even referring to them as Experimental, or EX, models. Now, the company is celebrating the anniversaries of three EX cars introduced since the Goodwood era began in 2003 under BMW ownership. These concepts helped pave the way for some of the brand’s hallmark innovations, including the Starlight Headliner and its first all-electric production model, the Spectre.
The EX Files
The first was the 101EX, a full four-seat coupe introduced at the 2006 Geneva Motor Show. Built on the same aluminum spaceframe as the Phantom VII, though slightly shorter, the 101EX featured a lower roofline and a reworked Pantheon grille. Notably, the first Goodwood-era EX car also introduced the Starlight Headliner, which is now seen across nearly all Rolls-Royce models.
Next up is the 102EX, known as Rolls-Royce’s first battery-electric vehicle and dubbed the Phantom Experimental Electric (EE). It was unveiled in 2011— a year before the now-outgoing Tesla Model S was sold — and allowed the automaker to gather data on alternative powertrains. Those learnings ultimately contributed to the development of the Spectre, which is now among the most expensive EVs on the market, excluding electric hypercars like the Rimac Nevera.
Three Bold Experiments
The third EX car is the 103EX, instantly recognizable for its sci-fi-esque design, highlighted by large, sculpted wheel arches and a glass Spirit of Ecstasy, another first for Rolls-Royce. Perhaps its biggest talking point, however, was the interior, known as the “Grand Sanctuary.” It featured contemporary materials, a sofa made to appear as though it were floating through the use of lighting, and a digital assistant called Eleanor – named after Eleanor Thornton, who is believed to have inspired the Spirit of Ecstasy – designed to work with features such as fully autonomous driving.
The 101EX, 102EX, and 103EX mark their 20th, 15th, and 10th anniversaries, respectively. Together, they offer a glimpse of what future Rolls-Royce models could look like – models that may not be exclusively all-electric after the company walked back its 2030 EV-only target and committed to continue building V12s.
Rolls-Royce 103EX
