Goodwood-Era Rolls-Royce EX Models (2004–Present)

Models of the Marque – The Goodwood-Era ‘EX’ Experimental Rolls-Royce Cars (2004–Present)

In the rarefied world of ultra-luxury automobiles, Rolls-Royce has always been a byword for craftsmanship, elegance, and innovation. But beyond its iconic production models lies a lesser-known yet vitally important lineage — the ‘EX’ experimental cars. Revived in the modern Goodwood era starting in 2004, the EX series has played a pivotal role in shaping the future of Rolls-Royce, blending tradition with cutting-edge innovation.

This elite lineup includes models like the 100EX, 101EX, 200EX, 102EX, and 103EX. Each of these experimental cars is a one-off or low-volume, fully functional vehicle developed to explore new design directions, propulsion systems, and interior technologies. While some transitioned into production models, others served as trailblazers, laying the groundwork for the Spectre, Rolls-Royce’s first fully electric car.

100EX (2004): The Centenary Showpiece

Unveiled at the 2004 Geneva Motor Show, the 100EX was the first experimental car built at Goodwood. Based on a shortened Phantom VII platform, this stunning drophead featured a 9-litre V16 engine and yacht-inspired aesthetics, complete with bleached teak decking. Its design ethos foreshadowed the Phantom Drophead Coupé, which became one of the brand’s most exclusive models.

101EX (2006): Starlight Innovation

Two years later, Rolls-Royce introduced the 101EX, a sleek, four-seat coupé constructed with carbon fibre panels and a familiar V12 engine. This model was notable for debuting the Starlight Headliner, now a hallmark of bespoke Rolls-Royce design. The 101EX inspired the Phantom Coupé, a car now highly prized among collectors in markets like Dubai, where high-end pre-owned Rolls-Royces remain in demand.

200EX (2009): A Ghostly Beginning

Created as a design study for a smaller, more dynamic sedan, 200EX debuted in 2009 and previewed the now-legendary Rolls-Royce Ghost. Its bold yet refined design attracted a younger demographic, particularly in the Middle East and UAE, leading to the Ghost becoming the most commercially successful Rolls-Royce in history. Today, used Rolls-Royce Ghosts are highly sought-after in Dubai’s luxury car market.

102EX (2011): Electrifying the Brand

Also known as the Phantom Experimental Electric (EE), 102EX was the marque’s first all-electric concept. With a global test drive campaign across the UAE, Europe, Asia, and the US, the 102EX gathered valuable feedback that later informed the development of Spectre, Rolls-Royce’s production EV. This vehicle was a major stepping stone in the brand’s journey toward electrification.

103EX (2016): A Vision for Tomorrow

Commissioned for BMW Group’s centenary, 103EX was a futuristic vision of autonomous, electric luxury. With a glass Spirit of Ecstasy, bespoke ‘Eleanor’ AI assistant, and floating lounge interior, it reimagined what a Rolls-Royce could be in decades to come. Although it’s not a production model, its influence can be seen in the brand’s push towards personalised, driverless experiences.

Legacy of the EX Cars in Today’s Market

For buyers and enthusiasts in Dubai, the legacy of the EX models is more than historical — it’s living proof of Rolls-Royce’s forward-thinking engineering. The features pioneered in these vehicles, from the Starlight Headliner to advanced electric drivetrains, have directly influenced current models like the Cullinan, Ghost, and Phantom Series II. For savvy buyers in the used car market, understanding the EX lineage adds depth to the appeal of owning a Rolls-Royce in Dubai — especially models that carry the innovations birthed in these experimental legends.

Rolls-Royce EX Models and the Future of Luxury Cars in Dubai

With Rolls-Royce investing heavily in electric mobility and bespoke coachbuilding, we can expect more trailblazing models inspired by the EX ethos. As more luxury electric vehicles enter the UAE market, used car buyers in Dubai are turning their attention to exclusive, well-maintained Rolls-Royce models that carry historical and technological significance.

Whether you're looking to invest in a pre-owned Rolls-Royce Ghost, Phantom, or even a future EV like the Spectre, understanding the experimental EX series helps you appreciate the brand’s evolution and enduring commitment to excellence.

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