ROLLS-ROYCE ANNOUNCES AN ENTIRELY NEW PROPOSITION IN SUPER-LUXURY: THE COACHBUILD COLLECTION

• Rolls-Royce introduces the Coachbuild Collection: a new proposition in super-luxury
• Unites a coachbuilt motor car with a multi-year journey of unforgettable experiences
• A Coachbuild Collection is a limited number production motor car, conceived and authored by Rolls-Royce, never to be repeated
• Entry by invitation only via the marque’s global Private Office network, offered to clients with a deep affinity for Rolls-Royce design
• Offers extraordinary access to the motor car’s creative and engineering development
• Private events hosted for clients in the world’s most desirable destinations

“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. Coachbuild Collection is the result. This is something the super-luxury world has never seen before. The experience of this programme is inseparable from the motor car itself, and both will be brought to life with the care and ambition worthy of the collectors who inspired them – and of Rolls-Royce itself.”
Chris Brownridge, Chief Executive, Rolls-Royce Motor Cars

In response to global client demand, Rolls-Royce Motor Cars announces the Coachbuild Collection: an entirely new proposition in super-luxury, in which a true coachbuilt motor car and an extraordinary multi-year programme of experiences are conceived as one. Each Coachbuild Collection is rare and extravagant, authored entirely by Rolls-Royce and created on a completely new canvas, never to be repeated. Clients with a special affinity for the marque are invited to participate in the programme through the global Rolls-Royce Private Office network.


AN UNPRECEDENTED COACHBUILDING LEGACY

Coachbuilding has been central to Rolls-Royce since the marque was founded. In the earliest years, a rolling chassis was delivered to specialist coachbuilders, who would design and construct a body of almost any form to the client’s precise requirements – similar to commissioning a suit on Savile Row or a dress from a Paris couturier. Charles Rolls and Henry Royce introduced one critical constraint: fixed proportions around the radiator ensured every motor car remained unmistakably a Rolls-Royce. That discipline endures today, enabling creative freedom while preserving an identity more than 120 years in the making.

THE WORLD'S MOST DESIGN-LITERATE COLLECTORS

The announcement of landmark coachbuilt motor cars in the Goodwood era – Sweptail in 2017, Boat Tail in 2021, Droptail in 2023 – deepened the affinity that the world’s most influential collectors had long held for Rolls-Royce design. For a significant and growing number among them, admiration evolved into something more.

What distinguished this group was the nature of their ambition. They were not seeking to direct the design process themselves. Instead, they were fascinated by the idea of entrusting Rolls-Royce to create something entirely of its own – to see what would emerge when the marque expressed its design principles with the total freedom of coachbuilding. This dialogue, sustained over years and geographies, became the foundation of the Coachbuild Collection.


THE COACHBUILD COLLECTION PROGRAMME

A Coachbuild Collection begins with a true coachbuilt motor car: a wholly unique body style formed, built and handcrafted by Rolls-Royce’s Coachbuild department. These motor cars will be fully homologated, road-legal, and created to be driven. Each Coachbuild Collection will be strictly limited in number and will never be repeated. Those clients known to have a special affinity for the Rolls-Royce brand, and who the marque believes would be fascinated to be part of such a remarkable project, are invited to participate in the programme through the marque’s global Private Office network: unique, creative and social spaces, located in Dubai, Seoul, Shanghai, New York, and at the Home of Rolls-Royce in Goodwood.

Rolls-Royce recognised that the collectors drawn to this proposition are equally collectors of singular experiences, and conceived a programme of equal ambition to reflect this. For the first Coachbuild Collection, clients will be granted exclusive access to closed testing facilities, witnessing the motor car’s development across performance and climate extremes. They will travel to locations chosen for their deep connection to this motor car’s story. They will be granted rare access to the innermost design studios within Rolls-Royce. They will be welcomed into the ateliers of master craftspeople from adjacent worlds within super-luxury, whose dedication to perfection mirrors that of Rolls-Royce itself. Clients will also gather in the world’s most desirable destinations for remarkable, curated private events at which the designers behind each Coachbuild Collection will share the inspirations and convictions that shaped it.


THE FIRST COACHBUILD COLLECTION

The design and engineering treatment of a Rolls-Royce Coachbuild Collection – as well as the number of motor cars produced, the features within them, and the experiences that participation unlocks – is not fixed and will be curated to serve the singular vision of each Collection.

The first Rolls-Royce Coachbuild Collection will be a fully electric motor car, reflecting the passion that so many clients have for a fully electric Rolls-Royce. Many of the collectors who inspired the Coachbuild Collections programme are existing Spectre owners who celebrate how its electric powertrain elevates the Rolls-Royce experience. For these individuals, the question of how the first Coachbuild Collection should be powered had only one answer. That so many of the world’s most exacting collectors responded this way is the most authentic measure of what Rolls-Royce has achieved with electrification.

“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.”
Chris Brownridge, Chief Executive, Rolls-Royce Motor Cars

The inaugural Coachbuild Collection represents a deeply considered first statement – one shaped as much by the convictions of its collectors as by the marque itself. Further details will be announced in April 2026.