Coachbuild will allow clients to reshape body panels
Rolls-Royce is introducing a new concept that goes far beyond owning an ultra-luxury car. Its exclusive Coachbuild collection is accompanied by what the company describes as “a multi-year journey filled with unforgettable experiences”.
Coachbuild represents the pinnacle of Rolls-Royce. The name is given to the unique, ultra-limited cars created for the brand’s most special clients. Unlike the Bespoke service, which allows customers to personalise the marque’s standard models, Coachbuild offers a one-of-a-kind car that no one else in the world can own.
Creating a Coachbuild car takes around four years. These unique vehicles have their own distinctive design and bespoke body panels. This requires extensive design work, as well as even more hand-forging and shaping of steel and aluminium, ensuring that each creation meets the company’s exceptionally high standards. However, the Coachbuild programme goes far beyond simply commissioning and designing a car. It also includes a range of experiences that make clients active participants throughout the process.
Chris Brownridge, Chief Executive Officer of Rolls-Royce, said: “This is something the super-luxury world has never seen before. The experience of this programme is inseparable from the car itself, and both will be delivered with the care and ambition worthy of the collectors who inspired them — and of Rolls-Royce itself.”
The company describes it as a “multi-year programme of experiences”, conceived as an integral part of the new car. The programme will include access to closed test facilities, where clients can witness Rolls-Royce’s durability development work in extreme climates. It will also take clients abroad to “locations selected for their profound connection with the history of this car”.
Owners, as well as clients awaiting delivery of their Coachbuild cars, will also receive access to special gatherings — “carefully curated, private events”, as the company describes them.
The first of these new cars will be electric. The luxury carmaker says that many collectors interested in the Coachbuild collection already own a Spectre and appreciate the quietness and smoothness delivered by electric power.
