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Is your brain predisposed to make you love Rolls-Royce?

XCAR has taken a look at what could very well be one of the most quintessential British cars ever built: the 1973 Rolls-Royce Corniche. The question at hand is whether or not expensive luxury items like artisan foods, designer clothing and yes, high-end automobiles are worth their monetary cost. Do they bring some undefined additional value to the table over their low-buck counterparts, or are they simply an excellent way to part a fool from his dollar bills? While the video below can't comment on four-course meals or $400 jeans, our valiant host does have a word or two on the joy a Rolls-Royce can bring to your life.
That's even true of a model like the '73 Corniche. Built during one of the darker days of the company's history, the convertible was designed and manufactured by an automaker on the verge of collapse. Still, it manages to hold on to that essential spirit of luxury so crucial to the Rolls-Royce brand. Check out the video below to see what we mean.

Check out some of the coolest Rolls-Royce Bespoke projects of 2023

The vast majority of buyers who order a new Rolls-Royce customize the car to some extent — the sky is the limit, and we're not talking about the one embedded into the headliner. As 2023 draws to a close, the British brand is highlighting some of the coolest requests it received. Rolls-Royce notes its Bespoke department received several unprecedented requests in 2023; one customer even asked for a special scent, and engineers had to develop several new paint processes. One of the highlights is the Phantom Syntopia, which the company labels "the most technically complex Bespoke commission ever undertaken." Created jointly with Dutch fashion designer Iris van Herpen, it explores a theme called "Weaving Water" with custom details on the hood, the dashboard, and the headliner, which took nearly 700 hours to make. Travel inspired several Rolls-Royce customers in 2023. Three units of the Cullinan Black Badge Lucid Nights were built for the South Korean market and painted in Lime Green, Indy Red and Tucana Purple, respectively, as a tribute to the neon-lit streets of Seoul. Moving closer to the brand's headquarters, the one-off Phantom Cinque Terre features styling cues inspired by some of Italy's most touristic villages and the wine made in that region. The headliner notably incorporates a map of Italy embroidered with no less than 14,338 individual stitches. Limited to 25 units, the Ghost Black Badge Ekleipsis Private Collection features styling cues from the world of astrology. It's finished in a color combination inspired by a total solar eclipse, and its headliner gains an animation that mimics an eclipse and lasts for seven and a half minutes. The dashboard gets a clock whose bezel incorporates a brilliant-cut 0.5-carat diamond — the first in Rolls-Royce's history. Riding in the one-of-one Rose Blossom Phantom should feel like sitting in a summer garden, without the sunburn and the wasps trying to taste your drink. Rolls-Royce embroidered flowers into the dashboard and the headliner, and it added four species of butterfly (Swallowtail, Peacock, Common Blue and Duke of Burgundy) to bring the backdrop to life. The headliner in this car required over 200 hours of work. Some buyers take a more personal approach to customization.

Lunaz electrifying classic cars with coachbuilt, millimeter precision

One day last year, as David Lorenz waited by the side of the road for repair help with his classic car, he had an idea: Why not update all of that ancient mechanical "character" with a modern electric drivetrain? That would give an owner the beauty of the past, the mechanicals of the present, and the powertrain of the future. Jaguar does it with the E-Type Zero, and Aston Martin's in the game with the reversible EV powertrain swap for the DB6 Volante. And so Lorenz founded the British engineering firm Lunaz Design, named after his daughter Luna and headquartered at the Silverstone Technology Park. The company's first products are almost ready for order, starting with a 1953 Jaguar XK120 and a 1961 Rolls-Royce Phantom V. Lunaz conversions aren't a matter of pulling an engine and installing a battery pack; Lunaz reengineers classics. Managing Director Jon Hilton oversees a team bringing experience from carmakers such as Aston Martin, Ferrari, Jaguar, McLaren, and Rolls-Royce, with Hilton's resume including six years with Cosworth Engineering followed by eight years in Formula One. To develop the Lunaz offerings, a chosen car is stripped to the metal and weighed so that engineers understand the weight distribution at each corner, then the car is stripped to the chassis and 3D-scanned. This yields information allowing designers to create a powertrain that fits to the millimeter and stays true to the handling dynamics of the original vehicle. During the rebuild, the company says, any imperfections are remedied "using traditional coachbuilding techniques." The Jaguar and the Rolls-Royce get battery packs in two locations, one under the hood and one under the trunk floor. Lunaz says it can fit more battery for its in-house design into each car that way. The Jaguar's 80-kWh battery feeds two electric motors sending 375 horsepower and 516 pound-feet of torque to the rear wheels. The Phantom V uses a 120-kWh battery pack, but its output hasn't been released. While remaining true to the exterior and interior design of each car, Lunaz fits LED lights and modern tires, a modern suspension, better brakes with regenerative braking, power steering, an upgraded propshaft, and a fly-by-wire throttle. Safety and comfort additions include cruise control, traction control, and anti-lock brakes. Inside, the instrument cluster gets battery gauges, there's modern climate control, an infotainment screen with satellite navigation, and a Wi-Fi hotspot.