Rolls-Royce 101EX Concept Coupe presented in Geneva

Although the new Rolls-Royce 101EX super-luxury grand-tourer poses as a concept (traditionally, the EX stands for experimental model in RR’s classification), there is a good chance that the car will actually find its first buyers in the year 2008 as a Phantom Coupe.

In today’s world it is absolutely clear that a company takes a great risk if it sells only one product, however popular it is among the target audience.

Rolls-Royce 101EX Concept Coupe presented in Geneva
Rolls-Royce 101EX Concept Coupe presented in Geneva

The first of all, it is losing market for competitors that offer a similar product, but with a twist to it or a similar product, but scaled up or down to satisfy demand of other groups of customers.

The second is that there is a business axiom that could be translated into English as “never put all your eggs in one basket!” Customer’s preferences may change just a little bit and the tiny shift may become the landslide for a company that doesn’t have another (less expensive, for one example, or more fuel efficient, for another) product to offer.

Rolls-Royce 101EX Concept Coupe (Geneva Motor Show live photo)

Even Apple understands it, getting less focused on computers and offering a whole new ecosystem of personal media players — the iPods (and there are rumors that the American brand works on its own “revolutionary” mobile phone to further diversify its markets.)

Of course, guys at Rolls Royce understand it clearly that they need another model to offer to their loyal customers who just don’t need (another) full-size Titanic of a car to have fun driving from their office in San Jose to an informal meeting in San Francisco.

Rolls-Royce 101EX Concept Coupe

Well, they will soon offer such a car to cater to tastes of the wealthy top executive and business angels.

From the exterior point of view, the car is a sibling of the upcoming Rolls Royce 100EX Corniche convertible, unveiled during the 2003 Geneva motor show, but with a hard roof that makes the coupe more rigid and, therefore, safer.

The Rolls Royce 101EX also features the same two-tone bodywork and general styling.

The aluminum-structured car is based on the current Phantom model, although it is almost ten inches shorter and a little bit lower.

Rolls-Royce 101EX Concept Coupe (rear view)

According to the preliminary specs, the concept car features a wheelbase of 3330mm, which is -sorry, guys- only 60mm shorter than that of the Maybach 57 S ultra-luxury limousine. Being a real Rolls-Royce, the 101EX is a full four-seat coupe which means all four occupants of the luxury sports-car will be drowned in comfort and style.

Similarly to the Corniche and Phantom, the 101EX will be equipped with a powerful 48-valve 6.75-litre V12 engine that produces 450 horsepower with 531-lb-ft of torque.

The production coupe will possibly come equipped with a six-speed automatic gearbox (no chance for a manual here) and will tip the scales somewhere in the middle of 2.5 and 2.6 tons.

Just like all RRs, the car will not have serious competitors in the foreseeable future. It will stay in a class of its own.

See also: Maserati GranSport MC Victory Sportscar

Rolls-Royce 101EX Concept Coupe (interior)

Photos: Rolls-Royce

Rolls-Royce 101EX Concept Coupe specifications:

Body Type: 2-door coupe
Layout: front engine, RWD
Engine: 450, 531 lb ft (719 Nm), 6.75-liter, V12
Transmission: No data
Top Speed: No data
0 – 62 mph: No data
Exterior Dimensions (L/W/H/WB): N/A / N/A / N/A / 3330 mm
Ground clearance: No data
Track (frt/rr): No data
Curb to curb turning circle (feet): No data
Curb Weight: No data
Coefficient of Drag (Cd): No data
Seating Capacity: 4 (2+2)
Cargo Volume (seats DO NOT fold): No data
Payload (max w/ occupants and cargo): No data
Towing Capacity (max): No data
Direct Competitors: Bentley Brooklands