Rolls Royce Drives Us to the Future
Cars represent the intersection of future technology and brand aspiration. The mighty Rolls-Royce 103EX concept isn’t just about forms and technologies, but a full-tilt trip into the future of one of the world’s most recognizable brands. From the vertical cliff of the marque’s signature grille – here rendered as a screaming maw between two fist-like wheel spats – through to the preposterous sweep of the rear end, the 103EX dominates the environment. It foretells a world where the one per cent have presumably bought their escape from revolution, either through philanthropy or steep taxation, and are safe to roam the world in overt displays of wealth that distract, divert and entertain the masses by their very existence. To a certain extent, a Rolls-Royce already does this, although class-conscious hackles will be raised still higher by the menacing approach of the 103EX’s hand-crafted combine-harvester-like presence.
From “With Seismic Change Afoot, Predicting the Next Generation of Car is About to Get Much Harder” by Jonathan Bell for Wallpaper, 2016; Photo by Greg White
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