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Rolls Royce, one of the most prestigious vehicle brands in the world, has this week made an announcement. According to the British carmakers, they will not be investing in driveress car technology, opting for a conventional chauffer driver to take the wheel of their creations to come.  

Showing their individuality, Rolls Royce are not following in the footsteps of Jaguar, Volvo and BMW; all of which are desperate to cross the finishing line and launch the first completely autonomous luxury car. Taking a rather different approach, Rolls Royce are saying that they will stick to tradition; something that has worked so well for them until now.  

Sticking up for the Chauffeur drivers  

Where many companies are branding the professional chauffeur driver ‘obsolete’, this announcement from Rolls Royce is great news for the country’s driving community. But, are Rolls Royce missing a trick when it comes to driverless tech? Well, in our opinion, absolutely not! Where driverless technology would suit fast, thrilling cars, all Rolls Royce marques have an air of sophistication about them. Oozing with Britishness, travelling inside a Phantom, Wraith or even a Cloud, is a classy experience, one that suits a well-dressed, courteous chauffeur driver.  

Defending the brand’s decision, Rolls-Royce CEO, Torsten Müller-Ötvös, says the following.  

“It’s important to understand that not just many but all of our customers do have chauffeurs, if not permanently employed then somebody they can call and say, “Bring me to the opera tonight,” or “Drive me and my friends to the restaurant.” That is not a problem. And we will only bring autonomy into our cars if it is truly effortless.” 

“What would be the point, after all” asks Mr Müller-Ötvös, “…in paying a chauffeur to sit there while the car does most (but not all) of the driving?” 

Let us know what you think, is Rolls Royce right in parking the idea of driver assistance and driverless technology?  


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