For years, Rolls-Royce has prided itself on offering a standard of bespoke, coachbuilt models that are unlike anything else on the road. Reserved for only the most respected collectors, examples include 2021’s Boat Tail and 2023’s Droptail. Now, the British luxury marque is introducing the Coachbuild Collection, an invitation-only initiative whereby a limited number-production car is developed by the brand. These models are never to be repeated and acquiring one brings with it access to a series of private events hosted by Rolls-Royce around the world. The first model from the Coachbuilt Collection has also been confirmed to be an EV.
Related: New Rolls-Royce Boat Tail shows off coachbuilding chops of the Phantom platform
Coachbuild Collection Program: Building Upon A Proud Legacy
Since its founding, coachbuilding has been an important part of the Rolls-Royce brand. In the early years, a rolling chassis was delivered to specialist coachbuilders, who would then build a body of almost any shape that satisfied the client’s wishes. The only requirement from Charles Rolls and Henry Royce was that proportions around the radiator were fixed, so even the most outlandish designs were still identifiable as a Rolls-Royce.
The new Coachbuild Collection builds on this legacy. Fully homologated, road-legal cars with unique bodies will be built for only the company’s most loyal clients. These vehicles will be highly limited in number and won’t be repeated, so exclusivity is guaranteed. Clients can participate in the program at one of the global Private Offices, situated in locations like New York, Dubai, and Goodwood. Access to closed testing, design studios, and curated private events form part of the experience—the Coachbuild Collection goes far beyond simply commissioning a new car.
Rolls-Royce
“I have had the privilege of meeting clients around the world who seek the very pinnacle in luxury and share an extraordinary passion for Rolls-Royce design,” said Chris Brownridge, Chief Executive, Rolls-Royce Motor Cars. “It became clear that they wished to see not only what Rolls-Royce would create if left entirely to its own imagination and with the freedom offered by coachbuilding, but they also wanted to witness that journey at every stage. Coachbuild Collection is the result. This is something the super-luxury world has never seen before.”
The First Rolls-Royce Coachbuild Collection
Rolls-Royce
The first model set to emerge from the Coachbuild Collection program will be an EV. Rolls-Royce says that has much to do with the positive reception to the Spectre electric coupe, as its silent powertrain beautifully complements the refined nature of the British marque’s vehicles.
This will be the first coachbuilt Rolls-Royce EV, after years of these ultra-exclusive models being powered by the iconic V12. No further details have emerged about this new model, but Rolls-Royce promised to share more details next month, so we won’t have to wait much longer. What’s certain is that the new EV will be one of the most valuable cars in the world. Estimates suggest the Boat Tail is valued at around $28 million, reflecting the extraordinary engineering and expertise that go into a coachbuilt Rolls.
What It Means
Rolls-Royce
Many high-end brands aim to reward clients with experiences that go far beyond the usual owner-dealership relationship. Porsche has multiple experience centers around the globe, including one in Los Angeles, where its sports cars can be fully appreciated. Bugatti recently kicked off the Grand Tour in scenic Cape Town, South Africa, where owners of some of the most exclusive Bugattis ever made indulged in a multi-day event along stunning roads, complemented by carefully curated activities.
Rolls-Royce’s new Coachbuild Collection aims to surpass these rivals’ offerings. From the opportunity to participate in the design process to meeting up at the world’s most exclusive locations, the program brings a handful of lucky customers closer to the brand than ever before.
