Why was the Wraith Discontinued?
The Rolls-Royce Wraith, a two-door coupe that was a part of the luxury automaker’s lineup from 2013 to 2021, has been discontinued. The Wraith, along with its convertible counterpart, the Dawn, is no longer available for purchase or order. But, why was this elegant coupe discontinued? Let’s delve into the reasons behind the decision.
Increasingly Stringent Regulations
The first reason for the discontinuation of the Wraith is the increasingly stringent regulations imposed by governments around the world. The Wraith’s platform, shared with the BMW 7 Series, is an older design that no longer meets the new emission and safety standards set by regulatory bodies. In an effort to reduce its carbon footprint and comply with new regulations, Rolls-Royce has opted to focus on newer, more efficient models.
Declining Sales
Another factor that contributed to the Wraith’s discontinuation is declining sales. While the Wraith was a critically acclaimed vehicle, its sales had been slowing down over the years. With competition from other luxury automakers increasing, Rolls-Royce decided to focus its efforts on more popular and profitable models, such as the Phantom and Ghost.
Shift to Electric Vehicles
Rolls-Royce is also shifting its focus towards electric vehicles. As the industry moves towards electrification, Rolls-Royce wants to position itself as a leader in the luxury electric vehicle segment. The company has already announced plans to launch several electric models, including the Spectre, which replaces the Wraith in many markets.
Comparison of the Wraith with the Phantom and Ghost
The Wraith was positioned as a more sporty and luxurious alternative to the Phantom and Ghost, but the reality is that it overlapped with these models in terms of design and functionality. The Wraith shared the same platform as the BMW 7 Series, which meant it was not as exclusive or bespoke as Rolls-Royce’s flagship models. With the company focusing on electric vehicles, the Wraith’s positioning became less relevant.
Timeline of the Wraith’s Discontinuation
- 2013: The Wraith is introduced as a two-door coupe with a 6.6-liter twin-turbo V-12 engine.
- 2020: Rolls-Royce announces that it will no longer produce the Wraith, citing declining sales and increasingly stringent regulations.
- 2021: The final Wraith leaves the Goodwood factory, marking the end of production for this iconic model.
Specs and Features of the Wraith
- Engine: 6.6-liter twin-turbo V-12 producing 624 horsepower
- Transmission: 8-speed automatic
- Drivetrain: Rear-wheel drive
- Length: 208.6 inches
- Width: 75.5 inches
- Height: 54.8 inches
- Curb weight: 4,650 pounds
- Top speed: 160 mph
- 0-60 mph: 4.4 seconds
Conclusion
The discontinuation of the Rolls-Royce Wraith marks the end of an era for the luxury automaker. While the Wraith was a beautiful and luxurious vehicle, its slow sales and overlap with other models made it an ideal candidate for discontinuation. With Rolls-Royce focusing on electric vehicles and newer models, the Wraith’s legacy will live on, but it will no longer be a part of the company’s lineup.
FAQs
What is the difference between a Wraith and a Phantom?
The Rolls-Royce Phantom is a more exclusive and luxurious sedan, while the Wraith is a two-door coupe. The Phantom has a longer wheelbase and a more formal design.
What is the difference between a Wraith and a Ghost?
The Rolls-Royce Ghost is a sedan with a more formal design, while the Wraith is a coupe with a sportier and more luxurious design. The Ghost has a more powerful engine and a more traditional Rolls-Royce design.
Will the Wraith be replaced?
No, the Wraith will not be directly replaced. Instead, Rolls-Royce will focus on electric vehicles and other new models. The Wraith’s successor is expected to be the Spectre, an electric coupe.
Can I still purchase a Wraith?
No, the Wraith is no longer available for purchase or order. The last Wraith left the factory in 2021, and all remaining vehicles have been sold or transferred to other owners.