Rolls-Royce has announced a new ultra-exclusive Coachbuild Collection programme, which will combine one-off motor cars with curated experiences for a select group of clients. The first collection will be fully electric, reflecting the preferences of loyal clients who already own the Spectre and appreciate the refinement of an electric powertrain.
The concept is pitched as an entirely new proposition in super luxury, bringing together a unique coachbuilt car and a tailored ownership journey that unfolds over several years. Each collection will be produced in very limited numbers and will never be repeated. Access is strictly by invitation, with clients selected through Rolls-Royce's global Private Office network in locations including Dubai, Seoul, Shanghai, New York and Goodwood.
Chris Brownridge, chief executive of Rolls-Royce Motor Cars, said: '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. 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.'
Coachbuilding itself is nothing new for Rolls-Royce; in the early days, customers would receive a rolling chassis before commissioning bespoke bodies from specialist coachbuilders. More recently, projects such as Sweptail, Boat Tail and Droptail have demonstrated the appetite among ultra-wealthy clients for highly-personalised cars. However, a growing number of collectors were less interested in directing the design themselves and more intrigued by what the company might create if left entirely to its own devices.
Each Coachbuild Collection will centre around a completely new body style, designed and engineered in-house and fully road-legal. Participants will be invited behind the scenes of the development process, including visits to testing facilities and design studios, as well as access to craftspeople from other areas of the luxury world. Rolls-Royce also promises a calendar of private events in 'the world's most desirable destinations'.
Details of the first model remain under wraps, but Rolls-Royce has confirmed that more will be revealed in April. Brownridge added: 'Coachbuild Collection clients seek to experience at the absolute pinnacle of our craft. What we will reveal in April is an extraordinary expression of contemporary Rolls-Royce coachbuilding, extravagant and yet silent.'
