There’s a German car company that uses the slogan "the best or nothing." Some marketing person is very proud of that and so they should be, it’s a good slogan. Except that it presumes there is nothing better than them. And there is. "That car out there is the best that humankind can do right now in terms of luxury." You would expect Richard Carter, director of global communications at Rolls-Royce to say that at the launch of the eighth generation Phantom in Switzerland, but being one of the first to drive it, I would struggle to argue with him. When Carter says that the new Phantom is "the world’s ultimate luxury product", the world’s luxury houses are all likely to agree, after all, many of them refer to their products as "the Rolls-Royce of". The Phantom has been around for 92 years, making it the oldest nameplate in the automotive industry. In that time each one has been revered as an icon of craftsmanship and luxury. The latest generation is all-new from the ground up, including...

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