The new Rolls-Royce Wraith

When Rolls-Royce Motor Cars came to update its Phantom family of models, the words of company co-founder Sir Henry Royce informed everything that designers, engineers and craftspeople set out to achieve: Take the best that exists and make it better.

This historic cri de coeur came to represent the significant improvements made to the marque's pinnacle cars when launched in 2012, and continues to resontate strongly from the design studios to the assembly hall at the Home of Rolls-Royce at Goodwood today.

But that was only part of Royce's famous quote. Take the best that exists and make it better: when it does not exist design it.

These words informed the development of Rolls-Royce Wraith: nothing like it existed in the Rolls-Royce portfolio, nor the wider automotive world.

The expression of when it does not exist, design it is steeped in Rolls-Royce heritage. It can be seen in the pioneering spirit and vehicles that defined the company in the early 20th century. Adventures that took place on land, sea and in the air, that once led Rolls-Royce to three consecutive world speed records.

And of course there was the company's founding forefather, the Honourable Charles Rolls, a man whose appetite for adventure drove him to success in motor racing, ballooning and aviation. He became the first man in history to cross the English Channel and return without stopping in a powered aircraft, an achievement that earned him the highest praise of King George V.