A Rolls-Royce designed under BMW's control was always going to be controversial, but most critics have been won over. The design was intended to be "imposing" and it has certainly succeeded on that score - it is more like a 17th-century country house than the cool Britannia you'll find on the latest Jaguar XJ. If you don't like it, console yourself with the thought that it could have been so much worse - the hideous Maybach was Mercedes' attempt to appeal to the same clientele.
BMW claims the Phantom is the best car in the world, which is hard to argue with on an objective level but at nearly £300,000 you'd expect it to be. That kind of cash would buy you a decent-sized house in most parts of the country. It has an imposing presence that bears down on people as it approaches, screaming of importance and forcing people out of your way. That aggressive front end is not for wallflowers though - if you're going to arrive via the back entrance then you'd better take a taxi.
The Phantom is designed to be the very height of self-indulgence. The entire car is built around whoever is sitting in the back, using the finest materials to create an unrivalled aura of luxury. The discerning (or possibly just super-rich) owner is not intended to drive the car himself, but to enjoy the interior which is almost definitely the most relaxing place in the automotive industry to be. It's on a par with a private yacht, a small jet or just a really nice bed in terms of that refined pleasure.
The driving experience is unprecedented as well, the V12 engine providing hushed urge and the cabin insulated from almost all noise. It really is spooky how Rolls has managed to isolate the interior from the outside world - even up the front the cabin is almost completely devoid of road or engine noise. Even spookier is how they've managed to get the car to handle so well - it's far better suited to relaxed wafting, but can be properly hustled when needed.
It feels a little common to talk money here and if you can afford to buy one in the first place then you aren't going to mind either way. Besides, you can always live in it - what could be a better mobile home than the best car in the world? Rolls-Royce will probably put a microwave and ensuite in via its personalisation service if you're prepared to stump up the cash.