For classic car collectors and enthusiasts, Goodwood remains an automotive mecca, hosting legendary events such as the Goodwood Festival of Speed and the Goodwood Revival. It’s also been home to Rolls-Royce Motor Cars for the past 23 years, serving as a proving ground for the marque’s most iconic and unique creations. Along with flagship models like Phantom, Cullinan, Spectre, Ghost, Wraith, and Dawn, Goodwood has also housed Rolls-Royce’s experimental program, featuring one-off EX cars that showcase the brand's evolution and future inspiration. For 2026, Rolls-Royce Motor Cars is celebrating Experimental, or “EX,” cars with three of its Goodwood-era EX models marking milestone anniversaries, 20, 15, and 10 years since their debuts.
Every concept is engineered and built with actual intent, testing new ideas and designs that would eventually help shape what modern Rolls-Royces would become. From advanced, unused materials to evolving production procedures and the brand’s now-deeply beloved Bespoke customization, these experimental models were less about asking customers what they want and more about anticipating it before they even know themselves.
The EX lineage can be traced back over a century to early experimental builds tied to models like the Phantom II and the development of the V12-powered Phantom III. Even the name “Spectre,” now associated with the brand’s modern electric future, has roots in those early experimental programs as calculated steps forward. There’s also a subtle detail that connects these modern EX cars to that deeper history, like the return of the red double “R” badge. Reserved for monumental moments, it’s a small but meaningful nod to the brand’s heritage. As Rolls-Royce continues to evolve, especially with EVs and one-off bespoke builds, these EX models stand as reminders that the future of luxury is shaped long before it ever reaches the road.
Rolls-Royce 101EX
Unveiled in 2006 - 20 Years Ago
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The Rolls-Royce 101EX made its debut at the Geneva Motor Show in 2006. Built on the same aluminum chassis as the Rolls-Royce Phantom VII but shorter, lower, and wrapped in carbon-fiber composite bodywork. The design tweaks, like the reclined Pantheon grille and tighter glasshouse, gave it a more personal feel. At the same time, the 6.75L V12 kept things firmly rooted in the brand's traditional powertrain DNA. Inside is where things really changed, as 101EX introduced the now-iconic Starlight Headliner, something that's since become almost synonymous with modern Rolls-Royce interiors. What started as an experimental idea paved the way for the production of the Phantom Coupé in 2008 and helped reshape Bespoke customization.
Rolls-Royce 102EX
Unveiled in 2011 - 15 Years Ago
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Rolls-Royce 103EX
Unveiled in 2016 - 10 Years Ago
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