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Rolls-Royce wants to revive the long lost art of the coachbuilt luxury car, after getting a taste doing a few one-off models for various customers over the past few years.
Historically, some of the brand’s most important models were ones not found on the showroom floor, but instead paid for by customers who fitted a bespoke body to a Rolls chassis.
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It all (re-)started back in 2017, when the one-off Rolls-Royce Sweptail was revealed, a completely bespoke design built on an existing Rolls platform. Now, Rolls-Royce CEO Torsten Müller-Ötvös says a new division will open up within the company that will handle the creation of unique vehicles for (extremely) wealthy buyers.
Damien O Carroll09:47, May 28 2021
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Rolls-Royce has relaunched a coachbuilding business and has revealed the spectacular Boat Tail as its first effort.
According to Rolls-Royce, coachbuilding is “the art and science of creating bespoke bodywork on a pre-assembled chassis” and it is one of the ways the company originally established itself, building its own chassis and engines, but leaving the bodies to specialist coachbuilders. In the early days of the car, manufacturers generally produced only the mechanical components: a ‘rolling chassis’ was sent to specialist coachbuilders, who then added bodywork to the client’s specification. Some coachbuilders had simply switched from making horse-drawn vehicles, while others had begun capitalising on the new opportunities the motor car presented.
Rolls-Royce Motor Cars, a British luxury automaker owned by BMW (OTCMKTS:BMWYY), recently revealed its newest vehicle the Boat Tail, which it considers “the most ambitious motor car ever created.”