Before Rolls-Royce created the first Goodwood Ghost in 2009, significant time was invested in understanding the group of clients it was tailored to, which were men and women who held the marque's relentless pursuit of perfection in high esteem and sought a slightly smaller, less ostentatious entry to the Rolls-Royce brand.

The result was a motor car smaller in scale, less overt in design and obsessively simple. Its success fulfilled Rolls-Royce's most ambitious expectations and it became the best-selling product in the marque's 116-year history. Additionally, as more Ghosts entered the world, the brand's Luxury Intelligence Specialists were able to identify developing behaviours in how this particular layer of clients perceived Rolls-Royce in a more general sense. 

In this short film, Rolls-Royce shares some of these insights to demonstrate the underlying substance of the highly progressive new Ghost ahead of its official unveiling in late 2020. In addition to these insights presented in animation form, a series of five podcasts have been launched that reveal the marque's findings, as well as insights into the underlying substance of the new Ghost. The podcasts are available on Apple, Google, Spotify and Deezer. Watch the second animated film on Youtube here.