Words: Kyle Cassidy
Published 24 March 2026
While the rest of us struggle with the cost of living crisis, the ultra rich can now get Rolls-Royce to build them one off cars. RR has unveiled a new programme aimed at its most exclusive clientele called the Coachbuild Collection. It is a bespoke build programme that is said to blend one-off vehicle design with ‘a curated, multi-year ownership experience’.
It’s an evolution of the brand’s coachbuilding division that will allow customers to spend even more obscene amounts of money with the firm.
It is said that each Coachbuild Collection will be conceived entirely by Rolls-Royce, with clients invited to observe rather than direct the creative process. The result will be ultra-limited, never-to-be-repeated models built on entirely new body designs and engineered to be fully road legal.
It’s not quite like the old days when RR made the chassis and customers took it to genuine coach builders to clothe it in whatever body the owner desired.
Rolls-Royce has recently made a few one-offs for its affluent owners including the Sweptail (2017), Boat Tail (2021) and Droptail (2023).
According to Rolls-Royce, a growing number of clients have expressed interest in stepping back from the design process altogether, instead allowing the brand complete creative freedom.
Participation in the Coachbuild Collection will be by invitation only, extended through Rolls-Royce’s global Private Office network in locations including Dubai, Seoul, Shanghai, New York and Goodwood. Those selected will gain access to a wide-ranging programme of experiences, from visiting secretive design studios to attending private events and witnessing vehicle testing in extreme environments.
RR says each collection will also be shaped by a narrative, with travel and experiences curated to reflect the story behind the car itself. Rolls-Royce says clients will be introduced to master craftspeople across the wider luxury world, further reinforcing the programme’s emphasis on artistry and craftsmanship.
The first Coachbuild Collection is set to debut in April 2026 and will take the form of a fully electric model.
