Roll-Royce officially announced the launch of a new model at the 2013 Geneva Motor Show. Called the Wraith, this car is said to be the most dynamic, most beautiful, and most powerful Rolls-Royce in the entire history of the company. Must be quite a thing.

The Wraith is in fact a coupe, or Fastback to be more precise, version of the Ghost. That is all we know about it for the time being. Not sure if it will be powered by the same BMW-sourced V12 engine that powers the sedan, or is it getting a new powertrain, but in any case, that ‘dynamic’ bit is kinda worrying.

A dynamic Rolls-Royce is like a comfortable and practical Ferrari. There is nothing wrong with the idea, but it just isn’t right somehow. What adds to that worry is that according to the company’s officials the main purpose of launching this car is to business growth.

Still, RR is not a company that allows compromises. So it sure will be satisfying as far as traditional qualities go. They say the Wraith ” will set a new benchmark in the ultra-luxury segment and will reaffirm the position of Rolls-Royce at the absolute pinnacle of automotive luxury.”

The name Wraith was first used by Rolls-Royce in 1838. According to Rolls-Royce CEO Müller-Ötvös: “Wraith alludes to an almost imperceptible but powerful force, something rare, agile and potent, a spirit that will not be tethered to the earth. It is the perfect name for our new model.”