Rolls-Royce Phantom

Rank: 6
Current Design Introduced: 2003

2006 Rolls-Royce Phantom + click to enlarge | view slideshow >

Thanks to BMW’s ownership of the prestigious luxury brand, this new Rolls mates high-tech running gear, safety and luxury features with controversial new design elements, exaggerating the conservative, upright styling that’s traditional for Rolls-Royce.

The Phantom might not make a very radical overall design statement, said Matano, of the school of Industrial Design at Academy of Art University in San Francisco, but it’s successful because its design openly expresses the purpose of the car.

“It says, ‘Don’t touch me; don’t come near me; I’m special,’” said Matano, who feels that the upright stance better suits its purpose than something rakish and smooth. The effect is imposing and invites the viewer to step back, which is the reaction buyers want.

Curiously, while Rolls floundered for years with its stodgy, antiquated, old-money image, the fresh-design take on Rolls tradition might be paying off. Although sales of the model were off to a slow start, the Phantom is reportedly appealing to a new generation of wealth and catching on with some younger celebrity customers.