When Luxury Becomes Too Ordinary: Comparing Rolls-Royce Bespoke and Coachbuild Options

As a renowned luxury car manufacturer, Rolls-Royce takes pride in making its clients’ automotive dreams come true. At the pinnacle of the brand is the Bespoke division, where customers can work with the company to create a truly unique vehicle, tailored to their preferences with various features and design elements.

Rolls-Royce accommodates a variety of custom requests, from unique color combinations and personalized logos to bespoke interior materials. Notably, the company operates two bespoke divisions. The first is available to all Rolls-Royce owners or potential buyers, while the second caters to a much more exclusive clientele. In this piece, we delve into the distinctions between these two divisions and highlight some impressive creations they’ve produced over the years.

When A Rolls Isn’t Enough: The Bespoke Program

While some buyers prefer to own their Rolls-Royce in its pure, unaltered form, others seek an elevated ownership experience. This elevated experience is catered to by the brand’s Bespoke program, which allows for complete customization of a vehicle, from unique paint colors to embroidered headliners.

Bespoke Creations

The Bespoke department at Rolls-Royce has crafted numerous stunning, one-off vehicles through the years. Below are some of their latest masterpieces.

Black Badge Cullinan Blue Shadow

This Cullinan is inspired by the cosmic realm, particularly the transition from Earth’s atmosphere to space. Its headliner is adorned with an intricate embroidery that showcases the lunar surface, crafted using 250,000 stitches in five distinct colors.

Phantom Cinque Terre

Drawing inspiration from the picturesque landscape of Italy’s Cinque Terre, this Phantom features embroidery of a grapevine, paying homage to the region’s rich wine culture, alongside a map of Italy on the headliner and grape motifs throughout the interior.

Rose Blossom Phantom

This floral-themed Phantom is embellished with roses throughout its interior, symbolizing the Phantom rose that flourishes in the courtyard of the company’s headquarters.

Manchester Ghost

This unique Ghost commemorates the inaugural meeting between Charles Rolls and Henry Royce at the Midland Hotel in Manchester, featuring a dot-etched aerial view of the city on its dashboard.

Taking It To The Next Level: The Coachbuild Program

For those seeking an even more exclusive experience, the Coachbuild program elevates customization to the next level. This program is exclusive and accessible only by invitation, catering to the highest-tier VIP clientele. Unlike the Bespoke division, which modifies existing vehicles, the Coachbuild division constructs one-off automobiles from scratch, ensuring every part aligns perfectly with the customer’s vision.

Although Rolls-Royce has had a coachbuilding tradition for decades, the modern iteration emerged in 2013 with the commission of the Sweptail by a Hong Kong-based patron. Over the subsequent ten years, the Coachbuild division has delivered exceptionally intricate and remarkably expensive masterpieces on wheels for highly valued customers.

Coachbuilt Creations

The Coachbuild models are among Rolls-Royce’s most exquisite and detailed works, with nearly every element designed specifically for each unique project, accompanied by staggering price tags. Below are several remarkable vehicles crafted by the Coachbuild team in recent years.

Sweptail

The striking Sweptail features a sweeping roofline and carries a hefty price tag, marking the resurgence of Rolls-Royce’s coachbuilding legacy. Created for a VIP customer in 2013 at a staggering $13 million, it was the world’s most expensive new car at that time. Drawing design elements from notable Rolls models of the past, nearly every feature of the Sweptail is bespoke, even down to its license plate.

Boat Tail

The $28 million Boat Tail draws inspiration from yachting and boasts a unique rear hosting suite complete with a parasol for sun protection. Additionally, it includes a coordinated wristwatch designed to complement the car’s aesthetics. While three units were produced in 2021, each component was custom-made for this luxurious model, with Rolls-Royce crafting 1,813 unique parts exclusively for the Boat Tail.

Droptail La Rose Noire

The inaugural model in a planned series of four Droptails, La Rose Noire (the Black Rose) is the first-ever two-door, open-top two-seater created by Rolls-Royce. Priced at approximately $30 million, it holds the title of the most expensive new car worldwide. Unveiled in 2023, La Rose Noire derives its name from the Black Baccara rose, inspiring both its color palette and interior design. Like the Boat Tail, it comes with a matching wristwatch, elegantly displayed on the dashboard.

Other Notable Bespoke Programs In The Car World

Rolls-Royce is not the sole luxury automaker offering bespoke services. Several brands provide customers an opportunity to own personalized vehicles.

Q by Aston Martin

Aston Martin’s bespoke division, known as Q, draws inspiration from the famous “Q Branch” from the James Bond films (a fictional British Secret Service division renowned for crafting innovative gadgets). Though it may not replicate those over-the-top inventions, Q offers an extensive customization service, allowing customers to design their ideal Aston Martin. This includes a vibrant range of color options and a variety of materials and finishes, with their Q Flagship Store in New York showcasing their bespoke offerings.

Mulliner by Bentley

Mulliner, originally an independent coachbuilding firm, became part of Bentley in 1959. Today, the Mulliner program utilizes skilled artisans and coachbuilders to craft bespoke vehicles. Prospective buyers can choose from a broad range of materials and colors, bringing their visions to life. Additionally, for existing Bentley owners, the “By Mulliner” option allows for the enhancement of their current vehicles with personalized touches.

Ad Personam by Lamborghini

The Ad Personam division at Lamborghini is recognized for offering an impressive array of unique paint options, totaling 348. One of their exclusive colors even contains diamond dust for a luxurious finish. According to the company, American clients are especially adventurous in their color choices, with nearly 20% opting for custom hues. The customization process extends to interiors as well, where clients can enjoy bespoke upholstery and embroidery crafted by highly skilled artisans. Additionally, Ad Personam partners with psychologists and neuro-marketing specialists to enhance the customer experience.

Sources:
Rolls-Royce,
Aston Martin,
Bentley,
Lamborghini