Rolls-Royce Motor Cars Strengthen Customized Programmes 'Opening a New Super Luxury'

*This content was translated by AI.

Rolls-Royce Motor Car unveiled the "Coachbuild Collection," the top-level customization program tailored to global customer demand, at its Goodwood headquarters on March 24, 2026. The program is an ultra-luxury project that combines a limited-production coachbuilt vehicle planned and manufactured by Rolls-Royce with a years-long customer experience program. Each collection is based on an original concept and has the scarcity of not being reproduced in the same form.

All vehicles are officially certified and delivered in a state where actual road driving is possible.The program is aimed at customers with deep ties to Rolls-Royce and operates only on an invitation basis through the "private office" global network located in Dubai, Seoul, Shanghai, New York and Goodwood. Selected customers get the opportunity to participate in the entire process from planning to developing and manufacturing the vehicle. For customers who value special experiences beyond just vehicle ownership, the program includes observing the development process at a closed testing facility, visiting key vehicle-related attractions, and inviting interior design studios and artisan work sites.

In addition, private events held in major cities around the world will provide a place to share design philosophy and development processes with designers in charge.Coachbuild is a key element that has continued since the beginning of the brand's foundation, originating from the way the rolling chassis was designed in the past to reflect customer tastes. Rolls-Royce has maintained a unique ratio of front radiator center, maintaining brand identity, and ensuring creative freedom of coach buildings. Models such as Swaptail (2017), Boat Tail (2021), and Droptail (2023), which have been introduced since 2003, have been highly well received among collectors, and communication with these customers has become the foundation of the CoachBuild collection.The first coachbuild collection will be built with pure electric vehicles.

This reflects the positive evaluation and high interest of customers that the electric powertrain enhances the unique driving experience of Rolls-Royce. The design, engineering direction, production quantity, and specifications of the collection are individually planned and not fixed according to each vision. CEO Chris Brownridge described the program as an unprecedented way of integrating car and customer experience into one. The first CoachBuild collection is set to be officially released in April.

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*This content was translated by AI.