My (personal) experiences of the new Ghost launch during the "new normal"

In 2018, I was fortunate enough to be involved with the launch of the Rolls-Royce of SUVs, Cullinan. As Cullinan’s final camouflaged testing came to an end, we unveiled it to our global dealer partners at the home of Rolls-Royce in Goodwood. We took Cullinan to our clients’ doorsteps around the world. Then, the media experienced their first drives in Jackson Hole, Wyoming. As the Product Specialist for Cullinan, attending these events gave me the opportunity to meet, learn from and engage with our clients more personally than I had ever done before.

As the dust settled in Jackson Hole, my role shifted to supporting a completely different challenge; replacing Rolls-Royce’s most successful model - Ghost. When the first Goodwood Ghost was launched in 2009, we attracted a new clientele to our brand: one that differed from market to market, but shared their passion about a Rolls-Royce more suited to the everyday. One to drive, but to also be driven.

As we fine-tuned our plans at the start of 2020, Covid-19 spread across the globe and - for all the right reasons - the amazing team here at Goodwood, and around the world, reacted to deliver new experiences in digital, as well as physical form.

Today, 1 September, Rolls-Royce unveiled Ghost to the world. Over the last couple of months I have had the opportunity to be involved with the team who have been sharing Ghost with our clients under ultra-secure settings in various locations around the globe, as well as in person here at our home in Goodwood. These physical and digital experiences, whilst complying with stringent local guidelines, have in many ways I believe, allowed our clients to ask me more detailed and specific questions than ever before. These one on one experiences were befitting of our brand and expertly executed by teams from Goodwood and our regional offices. Our clients have been overwhelmed by the latest member of the Rolls-Royce family and the experiences which have been prepared.

Can I see a post-covid-future for digital previews? Definitely. But I also cannot wait to return to meeting our clients and sharing the amazing details of new Ghost in person.