Rolls-Royce put themselves in a rather precarious position by setting their price point so high few can afford their cars, and by making their cars so luxurious customers have come to expect interior perfection.
And now that competing companies are upping the ante by adding cutting edge tech to their newer models Rolls has to work even harder to stay on top.
So they've unveiled their concept car which represents the future of autonomous automotive technology- the Rolls-Royce 103EX.
The 103EX features a massive OLED display, gull wing doors that light your way with a "red carpet" effect, and an artificial intelligence named Eleanor who will drive you around so you can relax in the lap of luxury. The future's looking mighty fancy!
-Via Boing Boing