Rolls-Royce is expanding its ultra-exclusive coachbuilding program with an all-electric vehicle based on the Spectre, marking the first time the British automaker will offer a fully bespoke EV. The move comes as demand for limited-edition Rolls-Royces increases, with clients eager to participate in the design process from inception to completion.
Coachbuild Collection Expansion
The company’s bespoke division, now formally named the Coachbuild Collection, will invite select customers—those with a demonstrated affinity for the brand—to collaborate on unique projects. These discussions will take place in Rolls-Royce’s private specification suites worldwide, allowing clients direct input into the vehicle’s design and features. According to CEO Chris Brownridge, customers want to be involved in every step of the creative process.
The Legacy of Bespoke Rolls-Royces
Rolls-Royce has a history of producing highly exclusive, coachbuilt vehicles dating back to the modern era. The Sweptail, unveiled in 2017, was considered the most expensive new car ever made at the time, setting a precedent for the bespoke division. This was followed by the Boat Tail in 2021, inspired by luxury yachts and costing an estimated £20 million. Only three were produced.
The Droptail, introduced in 2023, continued this trend, leaning toward a sportier aesthetic while maintaining the ultra-luxury focus. These previous models were all powered by Rolls-Royce’s traditional 6.75-liter V12 engine.
The Electric Shift
The upcoming coachbuilt EV represents a shift towards electrification in the brand’s bespoke offerings. The Spectre, Rolls-Royce’s first all-electric production car, serves as the foundation for this new project. This move signals Rolls-Royce’s commitment to adapting its coachbuilding program to the changing automotive landscape while still delivering the extreme personalization clients demand.
With the launch of an all-electric coachbuilt Spectre variant, Rolls-Royce reaffirms its dedication to bespoke luxury in a future defined by sustainability and innovation.
