A Tradition Begun February 6, 1911

Rolls-Royce celebrated the 100th anniversary of its world-renowned mascot, the Spirit of Ecstasy, with a parade of 100 Rolls-Royce vehicles in London. This mascot, also known as the "Flying Lady," was first fitted to a vehicle on February 6, 1911, making the parade's date, February 6, 2011, precisely 100 years later.

CEO Torsten Müller-Ötvös stated, "The Spirit of Ecstasy, which has elegantly adorned the front grilles of Rolls-Royces, is not only a symbol of the ultra-luxury brand but also a source of inspiration for the people who work at Rolls-Royce Motor Cars. This 100th-anniversary parade is a heartfelt tribute to a cherished icon of Rolls-Royce."

The parade began in Belgravia, a district known for its chic, upscale residences, and proceeded through London's landmarks, including Big Ben, Trafalgar Square, and Piccadilly Circus, before heading to Syon House, the Duke of Northumberland's estate in West London.

Leading the procession was the Silver Ghost, said at the time to be so quiet that its engine noise was inaudible.

The Phantom Coupé and Camargue sped through the streets of London.

The parade route traced locations significant to Rolls-Royce. It passed through Hill Street in Mayfair, the birthplace of Charles Rolls; Brompton Road, where the atelier of sculptor Charles Sykes, said to have created the Spirit of Ecstasy, was located; and Berkeley Square, home to the current Rolls-Royce showroom, visiting places deeply connected to the brand.

A total of 100 Rolls-Royce vehicles participated in the parade, ranging from the latest models to historic classics. In addition to current models, including Phantoms and Ghosts provided by the Goodwood manufacturing plant, the lineup featured a diverse array of classic and vintage cars such as the Silver Ghost, Silver Cloud, Silver Shadow, and Silver Wraith. Members of the Rolls-Royce Enthusiasts' Club, along with VIPs and media attendees, drove these vehicles, adding splendor to the streets of London.