Discover the Exclusive Rolls-Royce Coachbuild Collection: A Luxury EV Experience Like No Other

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[Herald Economy — Reporter Seo Jae-geun] Rolls‑Royce Motor Cars on March 24 announced a new top‑tier bespoke program, the Coachbuild Collection, designed to meet global client demand.

The Coachbuild Collection pairs in‑house coachbuilt cars that Rolls‑Royce designs and constructs from the ground up with a multi‑year client experience program, creating an ultra‑luxury initiative. It starts with coachbuilt vehicles featuring entirely new bodywork finished by master craftsmen, and gives clients the opportunity to participate in every phase—from concept and development through production.

Each collection will comprise limited‑run models built around a unique concept; the same form will not be reproduced. All cars will undergo formal certification and be road‑legal.

The invitation‑only program targets clients with a deep affinity for Rolls‑Royce and will operate through the company’s global Private Office network in Dubai, Seoul, Shanghai, New York and at its Goodwood headquarters.

Rolls‑Royce developed the program for clients who prize the experience itself as much as vehicle ownership. For the first Coachbuild Collection, due to be unveiled in April, clients will be invited to a closed test facility to observe how the cars are developed under extreme performance and climatic conditions and to visit key locations tied to each car’s narrative.

The program also offers access to Rolls‑Royce’s normally private internal design studio and to workshops where artisans from multiple disciplines work. Private events in major cities will give the designers behind each Coachbuild Collection a platform to explain their design philosophy and outline the development process.

Chris Brownridge, CEO of Rolls‑Royce Motor Cars, said, “Clients with an extraordinary passion for Rolls‑Royce wanted to see firsthand the creative outcomes that freedom in coachbuilding can produce and to be part of the entire journey. The Coachbuild Collection was created in response to that demand, and it represents an unprecedented integration of vehicle and client experience.”

He added, “The collections will be executed with the highest level of care and craftsmanship, reflecting the shared philosophy and vision between Rolls‑Royce and our clients.”

Meanwhile, Rolls‑Royce said the first Coachbuild Collection, scheduled for public reveal in April, will be an all‑electric vehicle — a decision the company says reflects strong client interest in electric Rolls‑Royce models.

Many Rolls‑Royce collectors who inspired the program already own the all‑electric Spectre, and they say the electric powertrain further enhances Rolls‑Royce’s signature driving experience.