Rolls-Royce has long been synonymous with luxury, innovation, and engineering excellence. From 1919’s 1EX to 1958’s 45EX, the marque’s experimental models have consistently pushed boundaries. The Goodwood era, commencing in 2003, revitalised this tradition with a series of ‘EX’ cars. These models not only honoured the brand’s storied past, but also charted a course for its future.
100EX (2004): A Centenary Celebration
Unveiled at the 2004 Geneva Motor Show, the 100EX marked Rolls-Royce’s centenary with grandeur. Built on a shortened and lowered Phantom VII platform, this open-top, four-seat drophead also featured a 9.0-litre V16 engine. As a result, it showcased the brand’s engineering prowes
The design clearly drew inspiration from classic motor yachts. This was especially evident in its bleached teak decking and boat-tail rear. Moreover, the innovative fabric roof, interwoven with metallic threads and lined with a cashmere-wool blend, folded neatly to preserve luggage space. Finally, the split ‘Countryman’ boot, with its flat surface and inlaid fibre matting, was ideal for picnics or as a viewing platform.
This experimental model laid the groundwork for the Phantom Drophead Coupé, launched in 2007. It has since become one of the most coveted models of the Goodwood era.
101EX (2006): Exploring Coupé Elegance
Debuting at the 2006 Geneva Salon, the 101EX explored the potential of a modern coupé. With a body 240mm shorter than the Phantom VII and constructed from carbon-fibre composite, it offered a more dynamic and driver-focused experience.
The interior introduced the now-iconic Starlight Headliner, featuring hundreds of fibre-optic ‘stars’. This has since become a hallmark of Rolls-Royce bespoke design. The 101EX’s influence extended to the Phantom Coupé launched in 2008 and inspired future bespoke creations like the ‘Sweptail‘.
200EX (2009): The Birth of Ghost
The 200EX, presented at the 2009 Geneva Motor Show, served as a design study for a contemporary four-door saloon. Aimed at a younger clientele, it combined effortless performance with refined aesthetics.
Its design featured large, uninterrupted surfaces. It also had a more dynamic form of the Pantheon grille. The interior was spacious and intuitive, with chrome accents highlighting key functions. This model directly led to the first-generation Ghost, launched in 2010. It became the most commercially successful Rolls-Royce in history.
102EX (2011): Pioneering Electric Luxury
In 2011, Rolls-Royce introduced the 102EX, also known as the Phantom Experimental Electric (EE), at the Geneva Motor Show. This one-off electric Phantom aimed to gather insights into alternative propulsion systems for future models.
Powered by a 71-kilowatt-hour lithium-ion battery, the 102EX embarked on a global tour. It allowed stakeholders to experience electric luxury firsthand. Feedback highlighted concerns about range and charging infrastructure. This led Rolls-Royce to conclude that the market wasn’t ready for an electric Phantom at that time.
103EX (2016): Vision of the Future
As part of BMW Group’s centenary celebrations, Rolls-Royce unveiled the 103EX. In essence, this visionary concept represented the future of luxury mobility. Measuring nearly six metres in length, the autonomous, all-electric vehicle also featured a glass-encased Spirit of Ecstasy and a reimagined Pantheon grille.
Inside, the ‘Grand Sanctuary’ offered a minimalist space with a silk-upholstered sofa and open-grain wood interiors. The virtual assistant ‘Eleanor’ provided a seamless connection between car and owner. It foreshadowed the brand’s commitment to personalised, effortless experiences.
Conclusion: Honouring Heritage, Embracing Innovation
The Goodwood-era ‘EX’ models exemplify Rolls-Royce’s dedication to innovation while respecting its rich heritage. These experimental vehicles have not only influenced production models but have also paved the way for future advancements in luxury mobility.
What are your thoughts on these experimental models? Which ‘EX’ car resonates with you the most, and why? Share your insights in the comments below.
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