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Rolls-Royce Phantom
The Rolls-Royce Phantom nameplate dates back to 1925, but the modern era began in 2003, when BMW relaunched the brand with an all-new Phantom built from the ground up at a purpose-built factory on the Goodwood Estate in West Sussex, England — the first car fully engineered and assembled under BMW's ownership of Rolls-Royce. Every Phantom is still effectively hand-built, with a body-in-white aluminum spaceframe and an interior finished to order through the marque's bespoke commissioning program, where buyers can specify anything from a hand-painted coachline to a starlit headliner made of hundreds of individually placed fiber-optic lights meant to mimic a night sky. Its rear-hinged "coach doors," a design carried over from the pre-war Phantoms, close themselves with a discreet motorized assist, and the Spirit of Ecstasy hood ornament — introduced in 1911 and still hand-polished stainless steel or, on request, frosted crystal or gold-plated — remains the single most recognized emblem in the luxury car world. Decades after Rolls-Royce stopped chasing performance-car headlines, the Phantom has stayed the reference point for what "the best car in the world" is supposed to mean — the vehicle of choice for heads of state and the standard every other ultra-luxury sedan is still measured against.
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BMW 7 Series
The BMW 7 Series has been BMW's flagship sedan since 1977, and across six generations it's functioned as the brand's rolling technology showcase — the model line where BMW introduces new safety systems, drivetrains, and infotainment before they trickle down to the 5 Series, 3 Series, and the rest of the lineup. Its list of firsts inside the BMW lineup is long: the first BMW with a V12 engine (the E32 750i, 1987), the first with an electronic parking brake and active cruise control, and — with the current G70 generation — BMW's first flagship offered with a fully electric powertrain (the i7) alongside its traditional gasoline and plug-in-hybrid variants, sold from the same factory on the same line. The nameplate has occasionally taken real design risks that split opinion sharply, most notably the Chris Bangle-designed E65 generation launched in 2001, whose "flame surfacing" styling language and unusual trunk lid shape drew intense criticism at launch but is now viewed by many designers as ahead of its time — a rare instance of a flagship luxury sedan being genuinely, deliberately provocative rather than safely conservative. Built at BMW's Dingolfing plant — the company's largest production facility, employing tens of thousands of workers — the 7 Series remains the car BMW uses to prove it can match Mercedes-Benz and, increasingly, a new generation of electric luxury rivals on the same ground: comfort, technology, and driving dynamics all bundled into a single flagship sedan.
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