When Rolls Royce launched the Phantom in 2005 it was the dawn of a new era for the British ultra luxury brand. Now 13 years on Rolls Royce has announced the ending of the Phantom as we know it. Production will cease when the last Phantom is scheduled to roll off the assembly line later this year. To mark the occasion the company will create 50 bespoke special editions called the Phantom Zenith. When we say bespoke we mean bespoke. Rolls Royce style. For example the Zenith will feature a Tailgate Hosting Area; laser etched armrests depicting the original launch locations of 100EX in Villa D’Este and 101EX in Geneva. In addition bespoke instrument dials and a special treatment of the iconic Spirit of Ecstasy figurine will get the bespoke treatment. Each customer will also receive a ‘money cannot buy’ portable memento of his or her purchase. The Zenith will mark the beginning for the replacement of the Phantom VII. Rolls Royce is currently busy working on a Phantom VIII. Phantom VIII will be based on a new lighter aluminium chassis and architecture. The Phantom Coupé and Drophead Coupé models will not be renewed in the future. Rolls Royce CEO Torsten Müller-Ötvös said, “I am proud to announce that a new Phantom is on the way… we are working hard on perfecting Phantom VIII,” Müller-Ötvös added that the new Phantom will be a  “contemporary and beautiful Phantom enhanced with cutting-edge technologies and design innovations”.