Rolls-Royce celebrates three anniversaries of Goodwood-era EX concept cars
In 2026, Rolls-Royce marks the 20th, 15th, and 10th anniversaries of three experimental cars that shaped its modern luxury and electric future.
2006
2011
2016
What Happened
“Throughout its history, Rolls-Royce has created Experimental, or EX, motor cars, as part of its product development process. But an EX motor car is not a concept created to 'test the waters': it is fully realised, drivable, and informed by our deep understanding of our clients' needs and desires.”
The three Goodwood-era EX cars—101EX (2006), 102EX (2011), and 103EX (2016)—have been foundational in establishing Rolls-Royce's contemporary design language, technology, and commitment to Bespoke individualisation. Unlike conventional concept cars, they were developed to answer specific client needs and allowed engineers to evaluate innovative technologies.
101EX debuts at Geneva Motor Show, introducing the Starlight Headliner and leading to the Phantom Coupé.
102EX (Phantom Experimental Electric) debuts as Rolls-Royce's first battery electric vehicle, a test bed for future EV technology.
103EX, a vision concept, showcases autonomous driving and a zero-emission powertrain, anticipating the Whispers app.
All three EX cars share the rare red Rolls-Royce Badge of Honour, a nod to the original 1905 badges. This feature underscores their historic importance and connects them to a tradition of innovation dating back to the marque's earliest experimental cars.
Why this matters
These experimental cars—101EX, 102EX, and 103EX—pioneered technologies like the Starlight Headliner, battery electric powertrains, and autonomous concepts, directly influencing production models like Phantom Coupé and Spectre.
Terms in This Story
- Experimental (EX) motor car
- A fully drivable prototype built to test new technologies and design ideas, unlike a static concept car.
- Bespoke
- Customisation service allowing clients to personalise their Rolls-Royce to their exact preferences.
- Starlight Headliner
- A ceiling panel with hundreds of fibre-optic lights that simulate a starry night sky, first introduced in 101EX.
- Spirit of Ecstasy
- The iconic hood ornament of Rolls-Royce cars, traditionally made of metal.
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