Rolls Plans "Everyday" Motor Car
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diluting the BMW brand exploring lower-priced markets with their 1-series, BMW's planning a "downsized model" for their Rolls-Royce sub-division. The new, $260k motorcar will slot below the only model in the erstwhile British brand's arsenal: the epic, 7-Series-based Rolls Royce Phantom. Business Week explains their corporate masters' goal: a prestigious ow-tow-mobile that "its owner- not chauffeur- can drive." Or, to use BMW design chief Chris Bangle's more prosaic description: "your everyday Rolls." Rolls-Royce CIO Ian Robertson is quick to quash any suggestion that "downsized" means "lower class." "We're not going downmarket," Robertson snapped. He's got a point. The "entry level" Roller's price tag compares to a Phantom "tab close to $500k, and sometimes as high as $2m." Still, seen in that light, you could call the new model a bit of a bargain, Mate.