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Rolls Royce Concept Previews Upcoming "Affordable" Sedan Entry

By KBB.com Editors on February 23, 2009 3:36 PM

Aiming at a new micro-slice of the upscale auto market, Rolls Royce will expand its lineup in 2010 with a new four-door that's slightly smaller and considerably less expensive than the current Phantom. According to the BMW-owned British luxury maker, the 200EX Concept that will be presented in Geneva next month reflects a good deal of the style and substance that the production version -- code-named RR4 -- will embody, from its BMW-sourced V12 engine to its rear-hinged rear doors and panorama glass roof.

"The 200EX is a modern execution of timeless Rolls-Royce elegance, breaking with some areas of tradition but retaining the core values that make our marque unique," says Chief Executive Officer Tom Purves. "We expect the more informal, agile design to broaden the appeal of Rolls-Royce Motor Cars, attracting people who appreciate its fusion of refinement, new technology and contemporary style." Pricing is expected to start somewhere in the low-$200,000s, which would position this new "Baby Rolls" about $150,000 below the existing Phantom sedan -- although still well beyond even top-end executive versions of the Audi A8, BMW 7 Series and Mercedes-Benz S-Class.