Rolls-Royce Reflects on Two Decades of Experimental ‘EX’ Cars

Celebrate 120 years of Rolls-Royce with a look at the Goodwood-era EX cars, groundbreaking experimental models that shaped the brand’s modern design and electric future.

To mark 120 years since the historic meeting of Henry Royce and Charles Rolls, Rolls-Royce has concluded its “Models of the Marque” heritage series with a tribute to its modern-era experimental vehicles, designated ‘EX’.

These experimental cars, developed at the marque’s Goodwood facility since 2004, have played a vital role in shaping Rolls-Royce’s design, engineering, and electric future.

The legacy began with 100EX in 2004—a bold open-top V16-powered concept that previewed the Phantom Drophead Coupé. Two years later, 101EX introduced the now-iconic Starlight Headliner and laid the groundwork for the Phantom Coupé and later, the Wraith.

Rolls-Royce Reflects on Two Decades of Experimental ‘EX’ Cars.

In 2009, 200EX heralded a more dynamic, modern design that directly inspired the Ghost—the most commercially successful Rolls-Royce ever. 102EX, unveiled in 2011, was the world’s first super-luxury electric car and became a global testbed for electric propulsion, influencing the development of Spectre.

Rolls-Royce Reflects on Two Decades of Experimental ‘EX’ Cars.

In 2016, 103EX took center stage as the brand’s futuristic vision for fully autonomous, bespoke mobility. With its striking length, glass Spirit of Ecstasy, and AI assistant “Eleanor,” it marked a radical reimagining of luxury travel.

Rolls-Royce Reflects on Two Decades of Experimental ‘EX’ Cars.

All EX cars carry the exclusive red ‘Double-R’ badge, distinguishing them as experimental models rather than design concepts. These vehicles are fully functional and often evolve into production models or serve as technological testbeds.

Head of Corporate Relations and Heritage Andrew Ball said: “Though every EX model is unique, they all uphold the Rolls-Royce philosophy of respecting the past while constantly focusing on the future.”

As Rolls-Royce continues its electrification journey, insights gained from the EX series will guide future innovations—just as they have shaped the company’s renaissance over the past two decades.

Source: Models of the Marque: Goodwood-Era ‘EX’ Experimental Cars from 2004 to Present

Subscribe today for the freshest car news delivered to your inbox