One of the coolest things about buying a Rolls-Royce is the treatment they give you, from the first stages of choosing the specs and trims to the actual handover of the vehicle. That is why we don’t get the point of the online configurator they have launched for the new 2018 Rolls-Royce Phantom.

We suppose this is of some use to th e young and busy entrepreneurs who don’t have the time to go into the showroom and spend half a day playing around with the colors and materials and options list. They could just log on, click a few buttons and await the delivery of their super deluxe vehicle a few months later. But this whole thing runs in the face of all Rolls-Royce values. They used to say that each car that leaves the factory is bespoke in one way or another. That sentiment has lost all meaning now. Now you can spec-up your Roller on the toilet!

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At any rate, the online configurator for 2018 Rolls-Royce Phantom is a pretty comprehensive tool with options for themes, trims, colors, packages, wheels, what have you. We seriously doubt you can finish tailoring your Phantom during just one dump. And to recap, the new Phantom is a more sophisticated product than its predecessor, both to look at and under the skin. It gets a new 6.75-liter V12 with 563 horsepower and 663lb-ft (900Nm) of torque which not only delivers better performance, it’s also more refined and considerably quieter than the old one. You can hear your hair growing in this car.