Rolls-Royce informed the media worldwide that their new model Rolls-Royce Silver Seraph was to be unveiled on 3rd March 1998 at the Geneva Motor Show. The company had built up the reputation to build "the best car in the world" during the early years of the 20th century with the Silver Ghost and now unveiled the Silver Seraph as their interpretation of being in the lead into the 21st century.
Having screened developments worldwide with utmost care resulted in the decision to install a 5.4 litre V12 aluminium alloy engine which was not designed in-house but had been developed by BMW (Bavarian Motor Works/Germany). The coachwork design incorporated styling elements with a faint resemblance of previous coachwork on Rolls-Royce.
The body’s torsional stiffness was stated to have been increased by 65 % compared to that of the predecessor. "State of the art" electronics were employed for digital engine management, computer controlled ZF 5-speed automatic gearbox and adaptive ride control as well as the brakes’ anti-locking device to name but a vital few. There was no break with tradition as regards the interior: it did comfort the most demanding passengers still with a perfect blend of finest leather having been selected for seats and trim and dashboard, cappings and picnic tables executed in glossy walnut veneer.
Drivers found the car more to their liking with its crisp acceleration and impeccable roadholding. Presumably Rolls-Royce anticipated that during the final years of the 20th century more and more owners would like to take the position behind the steering wheel and enjoy the view onto the road in front of the Spirit of Ecstasy mascot still gracing the traditional radiator.